An incoming technology may enable consumers to experience tactile sensations of cosmetics remotely to enhance online shopper experiences.

Shiseido and telecommunications company Nippon Telegraph and Telephone (NTT) have started joint research to allow users to test cosmetics using visual and auditory stimuli.

Shiseido’s Kansei science and NTT’s touchless IT will be used to create a virtual experience where cosmetics can be “felt” without physical touch.

Online consumers rely on videos, images and product descriptions of cosmetics that the companies deem insufficient.

Read more