By  on October 12, 2012

The healing touch can comfort not only people but also ailing markets like geriatric Japan.

At least that’s one of a number of ideas at Shiseido’s award-winning research and development operation, which has been doing basic research into how the physical act of applying makeup and massaging the face through the use of skin care can ease the effects of dementia. In a recent interview in Tokyo, Youichi Shimatani, who heads up research and development at Shiseido, explained how the company used technology it codeveloped to gauge the amount of fingertip pressure required to have a beneficial effect. The information is used in developing products and services. The process affects the frontal lobe of the brain, which controls emotions. Speaking through an interpreter, Shimatani said tests showed that the brain becomes activated by touching the face during makeup application and administering facial massage in using skin care. In patients suffering from dementia, pressure from the finger tips increased pleasantness, tests indicated.

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