Shiseido offers virtual makeup for women who work from home

Women who telework from home will no longer need to worry about how they look without makeup, courtesy of an app developed by cosmetics giant Shiseido Co. in cooperation with Microsoft Japan Co.

Shiseido said Oct. 7 that the app, Tele Beauty, automatically applies virtual makeup on a user’s face before teleconferencing, a time-saving boon to busy women.

Shiseido said it will participate in trial operations of the app now under way that involve 100 Microsoft Japan female employees ahead of the official launch.

Many more women now work from home in tandem with the growth of companies that have introduced telework. While this arrangement suits many women, they find it troublesome to have to spend time applying makeup just for a teleconference. Others were simply embarrassed at the sight of their faces on a large company monitor without makeup.

This is where Shiseido’s app comes in handy.

By having a camera scan the user's face beforehand, the app will adjust the tone of the skin color, blur the appearance of pores and blemishes and apply rouge to cheeks and lipstick to enhance the person's looks on the screen.

The app user can choose from four types of makeups available--natural, latest trend, cool and feminine. Not only that, the makeup can be fine-tuned.

Even if the user moves her face, the app will compensate to make it appear the user is wearing makeup.

Shiseido dismissed the idea that the development could lead to a drop in sales of cosmetic products.

“I am sure that app users will feel like putting on real makeup after scrutinizing their looks enhanced by the app,” said Mikiko Soejima, an executive officer of the company.

(THE ASAHI SHIMBUN)