[Fancl] What Type is Your 'Firm Skin'? New Insights Classifying Ambiguous Differences in 'Firmness'
Fancl Corporation conducted a study to clarify the ambiguous term 'firmness' (hari) used in skincare, categorizing it into five distinct groups. This scientific approach aims to align product development and marketing with individual consumer needs.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 20:10
- 🔍 Collected: April 27, 2026 at 11:31
- 🤖 AI Analyzed: April 28, 2026 at 02:20 (14h 49m after Collected)
Fancl Corporation focused on the word 'firmness' (hari), a commonly used term in skincare, to investigate its various meanings. While many imagine 'ideal skin' when hearing this term, individual perceptions vary, including sensations like 'plump,' 'mochi-like,' 'taut,' or 'moist.' Fancl hypothesized that these differences could lead to a gap between consumer expectations and actual product experiences.
The research revealed that 'firmness' can be categorized into at least five distinct groups, each associated with different skin textures. This achievement is expected to lead to the development of products that more closely match consumers' ideal skin types and clearer communication of product features. The study was presented at the 27th Japanese Association of Kansei Engineering conference and won the Outstanding Presentation Award.
### Research Summary
- Confirmed that 'firmness' is not a single sensation but can be divided into at least five groups.
- Verified that these five groups relate to different skin textures.
- Expected to contribute to future product development and clearer expression of features.
### Overview and Findings
**Step 1: Classifying expressions for 'firmness' into five groups**
Initially, approximately 100 expressions describing skin firmness were gathered via internal surveys and interviews. 29 representative terms were selected based on their suitability for describing skin after cosmetic use. Through hierarchical cluster analysis, these were organized into five groups:
1. Elastic group (e.g., 'pushing back elasticity,' 'resilient power')
2. Plump group (e.g., 'plump,' 'moderate hardness')
3. Taut group (e.g., 'taut tension,' 'no sagging')
4. Mochi-like group (e.g., 'mochi-like,' 'stickiness to palms')
5. Moist group (e.g., 'fresh,' 'moisturizing')
This confirmed that 'firmness' encompasses multiple distinct skin impressions.
**Step 2: Mapping and visualizing relationships between terms**
The classified terms were mapped in a 2D space using multidimensional scaling based on semantic similarity, visualizing the positioning and proximity of each group.
**Step 3: Evaluating the link between terms and actual skin texture**
Finally, the relationship between specific types of 'firmness' and actual skin textures was investigated using regression analysis of sensory evaluation scores. The results showed:
- 'Plump' and 'Moist' are strongly related to softness.
- 'Mochi-like' is strongly related to moistness.
- 'Taut tension' has an inverse relationship with softness.
This indicates that even when using the same term 'firm skin,' individuals may envision different states—some seeking soft, moisturized skin, and others seeking tightened, sag-free skin.
### Conclusion
By clarifying these differences, Fancl can now conduct more appropriate product development and messaging aligned with customers' ideal skin images. This study visualizes the sensory word 'firmness' from both semantic and physical perspectives, enabling high-precision communication and product design.
The research revealed that 'firmness' can be categorized into at least five distinct groups, each associated with different skin textures. This achievement is expected to lead to the development of products that more closely match consumers' ideal skin types and clearer communication of product features. The study was presented at the 27th Japanese Association of Kansei Engineering conference and won the Outstanding Presentation Award.
### Research Summary
- Confirmed that 'firmness' is not a single sensation but can be divided into at least five groups.
- Verified that these five groups relate to different skin textures.
- Expected to contribute to future product development and clearer expression of features.
### Overview and Findings
**Step 1: Classifying expressions for 'firmness' into five groups**
Initially, approximately 100 expressions describing skin firmness were gathered via internal surveys and interviews. 29 representative terms were selected based on their suitability for describing skin after cosmetic use. Through hierarchical cluster analysis, these were organized into five groups:
1. Elastic group (e.g., 'pushing back elasticity,' 'resilient power')
2. Plump group (e.g., 'plump,' 'moderate hardness')
3. Taut group (e.g., 'taut tension,' 'no sagging')
4. Mochi-like group (e.g., 'mochi-like,' 'stickiness to palms')
5. Moist group (e.g., 'fresh,' 'moisturizing')
This confirmed that 'firmness' encompasses multiple distinct skin impressions.
**Step 2: Mapping and visualizing relationships between terms**
The classified terms were mapped in a 2D space using multidimensional scaling based on semantic similarity, visualizing the positioning and proximity of each group.
**Step 3: Evaluating the link between terms and actual skin texture**
Finally, the relationship between specific types of 'firmness' and actual skin textures was investigated using regression analysis of sensory evaluation scores. The results showed:
- 'Plump' and 'Moist' are strongly related to softness.
- 'Mochi-like' is strongly related to moistness.
- 'Taut tension' has an inverse relationship with softness.
This indicates that even when using the same term 'firm skin,' individuals may envision different states—some seeking soft, moisturized skin, and others seeking tightened, sag-free skin.
### Conclusion
By clarifying these differences, Fancl can now conduct more appropriate product development and messaging aligned with customers' ideal skin images. This study visualizes the sensory word 'firmness' from both semantic and physical perspectives, enabling high-precision communication and product design.