Kao Corporation (Kao) has continuously worked on Research on Skin Care Linked to Emotions with a focus on stimulation that creates pleasant feelings since 2012. Kao extracted 12 emotional factors to evaluate emotions while wearing cosmetics and created an emotional assessment scale.

With this scale, it was able to objectively understand changes in the state of mind and emotions while wearing cosmetics.

Additionally, in 2017, Kao confirmed that the continuous application of a pleasant touch on the facial skin arouses positive emotions and improves skin appearance, demonstrating the effect of a daily skin care ritual.

Kao recently obtained the following research findings through the Research on Skin Care Linked to Emotions.
1) Salivary oxytocin^* increases as a result of the application of tactile stimulation that creates pleasant feelings
2) Higher salivary oxytocin level is associated with a higher skin appearance (visual skin condition)
The research results were presented at the 82nd SCCJ Research Debate (Osaka, July 12, 2018).