Shiseido Launches Online Beauty Consultation Service Using Sign Language | NEWS RELEASE

Service Overview

Through interviews with individuals with hearing impairments both inside and outside the company regarding the use of beauty counseling, many commented on there being physical and psychological barriers saying that there were no staff who were able to use sign language making it difficult to easily receive counseling, that writing takes time and is cumbersome, and that it was hard to hear in noisy places, leading many to give up on using the service. To address these issues, a project was launched by those primarily affected within the company, and over approximately 10 months, a service that included handling methods and easily understandable sign language expressions was developed. This service incorporates optimal communication methods tailored to the needs of individuals, providing a personalized beauty experience.

During the approximately one-month pre-opening period, customers expressed positive feedback saying that it was great to be able to receive counseling easily in sign language, that it was wonderful to have a place where people with hearing impairments can go to, and that they have grown to love makeup even more. The average customer satisfaction score from surveys conducted after the launch of the service was 4.9 out of 5 (as of the end of October), indicating that the service is being developed according to customer needs. As the service officially launches, efforts are being made to enhance communication by providing an overview and important notes via chat at the start of the consultation and improve convenience by increasing reservation slots during the popular evening hours. Shiseido will continue to improve the service by incorporating customer feedback.

＜Service Features＞
1. Counseling Provided in the Optimal Communication Style
Counseling is offered in the communication style that customers find most comfortable. Customers can choose from methods such as sign language, lip reading, and chat, allowing them to receive optimal beauty advice tailored to their individual needs without feeling stressed by communication.

2. Online Counseling Available from Any Preferred Location
By utilizing online platforms, customers can receive beauty advice at their convenience, from their home or any preferred location, without worrying about their surroundings.

3. Sign Language Adapted for Clarity
Sign language expressions have been adapted for clarity in online settings. For example, movements that are difficult to understand on screen, such as those moving forward and backward, have been changed to side-to-side movements. Additionally, the counseling process separates explanations using sign language from demonstrations, incorporating visual information such as product displays and illustrations to provide clear and smooth beauty advice.