Say cheese: Shiseido launches app to rate your smile

By Lucy Whitehouse contact

- Last updated on GMT

Say cheese: Shiseido launches app to rate your smile

Related tags: Customer service, Shiseido

Cosmetics giant Shiseido has launched an app which can not only detect your smile, but also rate it on a scale from a neutral 0 up to a show-stopping 120.

As well as rating your grin, the app also analyses the the impact the smile would have on others, based on a list of seven key characteristics, including ‘beautiful’, ‘positive’, ‘elegant’, ‘friendly’ and ‘trustworthy’, allowing for differentiation in the types of smiles it detects.

“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 works by tracking the movements of your facial muscles, according to the company.

Study into smirking

The launch comes as the latest development in the Japan-headquartered international player’s ongoing study into the effect that faces and expressions have on people and those around them.

The app, which the company intends for use primarily in the hospitality industry, will undergo a trial run in the coming months, set to be used by 5,000 flight attendants from Japan Airlines Co. to test its capabilities and gather data.

Details about possible pricing have yet to be decided, according to the Japan Times​, with the company having confirmed that the app could be launched commercially as early as next year.


The latest launch builds on Shiseido’s app offering, which it has been investing in strongly in the last few years.

Last year, the beaty giant teamed up with technology company IBM to launch its ‘Beauty Tablet’ for use by its 10,000 beauty consultants in Japan.

"With new mobile apps, Shiseido Beauty Consultants continue to engage customers with 'Omotenashi' (the Japanese spirit of hospitality) to differentiate the Shiseido customer experience," ​said Chikako Sekine, corporate executive officer, Shiseido Co.

"With more consumers expecting personalized experiences across every channel, brands must empower their salespeople with the tools and insight to provide greater customer service," ​explained Phil Buckellew, vice president, enterprise mobile, IBM.

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