[SusHi Tech TOKYO 2026] Five Beauty x Tech Companies Discuss the Future of Data Co-Creation Marketing

Five of the world's leading companies in the beauty and technology sector, including ViewBE Inc. (CEO: Haruna Suzuki), held a panel discussion on April 28, 2026, at 'SusHi Tech TOKYO 2026,' one of Asia's largest innovation festivals. The theme was 'Data Co-Creation Marketing Starting from the Redefinition of Beauty.'

Frontrunners leading the industry gathered, including a company whose AI technology is adopted by over 80% of top global brands, a cutting-edge diagnostic facility with a three-month waiting list, and a D2C brand that has surpassed 1 million cumulative shipments. We report the highlights of the day's discussions following the session structure.

## Session Overview

- Theme: 'Data Co-Creation Marketing Starting from the Redefinition of Beauty'
- Moderator: Ryoko Nakagawa (Senior Manager, Perfect Corp.)
- Panelists:
- Yuko Nakanishi (Head of Brand Value Development Research Institute, Shiseido Company, Limited)
- Sayaka Oshima (Senior Consultant, istyle Data Consulting Inc.)
- Mika Sawada (CEO, SISI Inc.)
- Haruna Suzuki (CEO, ViewBE Inc.)

## Act 1: Latest Case Studies of Data Utilization in Beauty — The Explosion of the Desire to 'Know Oneself'

At the beginning of the session, moderated by Ms. Nakagawa, the companies shared how they are currently utilizing data to create overwhelming results.

- Perfect (Ms. Nakagawa): Provides services using AR/AI technologies like virtual try-ons to 17 of the top 20 global cosmetic brands. She pointed out the unique enthusiasm for data in beauty, saying, 'Consumers willingly and happily provide data from a beauty perspective. That is why data utilization is receiving so much attention now.'
- Shiseido (Ms. Nakanishi): Their 'Beauty Diagnosis,' which fuses precise measurement and expert advice, has received a huge response with thousands of people waiting. They are presenting a new customer experience through the fusion of digital and real.
- istyle (Ms. Oshima): Utilizes Japan's largest beauty platform to support the formulation of marketing strategies based on consumer insights behind quantitative data.
- SISI (Ms. Sawada): Develops a cosmetics brand starting from at-home skin analysis. She revealed that data directly connects to continued purchases, stating, 'The average time spent on the diagnosis result screen is about 3.5 minutes, and LTV (Life Time Value) has improved to three times our expectations. It shows how much customers want to know their "own condition."'
- ViewBE (Ms. Suzuki): Focuses on the 'hair and scalp,' which people cannot see themselves. Diagnostic data is used for the DX (Digital Transformation) of brand and retail customer experiences, realizing data-driven marketing that does not rely solely on intuition.

## Act 2: Experience Transformation Born from Data and the Unique 'Contradictions' in Beauty

In Act 2, they delved deeply into the 'new values' created by the evolution of data and the contradictions of human psychology.

- Beauty is the strongest touchpoint: ViewBE's Ms. Suzuki stated, 'Beauty is a more familiar and positive topic for consumers than healthcare or medicine. That's why it's overwhelmingly easier to maintain continuous touchpoints,' presenting the potential for beauty to become a gateway to lifestyle changes.
- Holistic trends: Shiseido's Ms. Nakanishi shared a global beauty trend: 'The Eastern medical thought of linking skin and hair data to internal body conditions and mental states is now becoming generalized in the West as well.'
- Importance of emotional value: SISI's Ms. Sawada argued, 'The more data analysis advances, the more the human contradictions behind the numbers become visible. Even with over 10,000 pieces of analytical data, simply presenting personalized products is insufficient. The "emotional value" that does not appear in numbers is what is truly important.'

## Act 3: Prospects for Next-Generation Marketing — 'Individual' Empowerment Created by Data

In the final session, the five companies discussed their specific visions for 'next-generation data utilization.'

- From 'Diagnosis' to 'Accompaniment' (Ms. Sawada, SISI):
'From now on, it's not just about providing diagnostic results, but how to be close to their lives afterward. Data is a mirror to "know oneself," and brands should become partners who rejoice in those changes together.'

- Fusion of AI and Sensibility (Ms. Oshima, istyle):
'Because we know the correct answer, we should also value the "excitement" of deliberately straying from it. The key will be how AI interprets sensible data and can stage serendipitous encounters.'

- Holistic Integration (Ms. Nakanishi, Shiseido):
'We aim for a future where all biometric data is integrated, and the "individuality" and "comfort" of each person are maximized.'

- Data as Infrastructure (Ms. Nakagawa, Perfect):
'A state where data is at the entrance of all beauty experiences. We will build an infrastructure where consumers can seamlessly receive the benefits of personalization without being conscious of it.'

- Transformation of Lifestyles (Ms. Suzuki, ViewBE):
'Capturing changes in hair and skin through data will trigger a review of the quality of life, such as diet and sleep. Starting with beauty, we want to establish data marketing that positively changes life itself.'