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Japan-Update

Shiseido offers bespoke skin care with a heavy dose of IoT

Scanning technologies of acquired US startups help personalize product offering

While Shiseido has maintained a loyal following among older consumers, the company needs to tap the younger generation for future growth.   © Reuters

TOKYO -- Japanese cosmetics company Shiseido is bringing information technology into its product offering, enabling customers to personalize their beauty care. The move comes as the company seeks to expand their clientele to reach smartphone-savvy but picky millennials.

Shiseido's new Optune skin care system, which will debut this spring, marks the company's first step into the burgeoning market for personalized products.

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