Million dollar smile? Let Shiseido’s new app be the judge of that pic.twitter.com/SO1A01kP5i
— Global Cosmetics (@globalcosmetics) June 24, 2016
Shiseido Co. announced that it has come up with a device that reads a person’s smile by measuring the facial movements.
On a scale of zero to 120, the system can evaluate the quality and degree of a smile captured by a tablet device with the app. A bland expression symbolizes a zero percent while a big smile will mean a 120 percent rate.
“But even if you have a 120 rating smile, it doesn’t mean it’s the best smile,” said a Shiseido spokeswoman. “For instance, a smile could be perceived as more elegant even when the overall rating is 80.”
The app uses seven characteristics — beautiful, attractive, lively, trustworthy, elegant, positive and friendly — to analyze the smile. This allows the user to learn to use a kind of smile depending on the situation.
From July to September, about 5,000 flight attendants from the Japan Airlines will use the app daily in an initial run to determine the feedback for its improvement.
Shiseido, which developed a hair regeneration technology called RepliCel Hair-01 following ten years of scientific study, aims to penetrate the hospitality industry once the app is commercially available next year.
Founded in 1872 by Japanese pharmacist Arinobu Fukuhara, Shiseido has long been studying the effects of facial expressions, conducting lectures on smiles for businesses and schools. As one of the oldest and biggest cosmetics companies, it has numerous brands and subsidiaries worldwide.
The company has been known for its imaginative advertising campaigns. Last year, its ‘High School Girl?’ video showing a group of boys transformed into beautiful schoolgirls became a worldwide hit.
