Narisu Cosmetics Establishes New Sensory Evaluation Method for Cosmetics Using Structural Equation Modeling
Narisu Cosmetics has established a new method for evaluating cosmetic product feel by applying structural equation modeling. This research, guided by Professor Tetsuhiro Inoue of Keio University Graduate School of Business Administration, addresses the challenge of setting new sensory experiences for long-standing brands. By systematizing evaluation terms through factor analysis, the company aims for objective evaluation criteria, reduced development time, and enhanced customer satisfaction.
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- 📰 Published: April 14, 2026 at 22:40
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Narisu Cosmetics (Representative: Hiroyoshi Muraoka, Headquarters: Fukushima-ku, Osaka) has established a new method for setting cosmetic product feel by utilizing structural equation modeling, a statistical analysis method often used in marketing, social surveys, and psychology.
**Background of the Research**
Since the 1960s, the company has had a dedicated department for evaluating the sensory aspects of cosmetics, such as feel and color, striving to improve product usability. Previous research by the company indicated that "sensory feel" is the most influential factor for continued cosmetic use, and methods for quantifying "comfort and sensibility" during cosmetic use have been established and presented at academic conferences. However, many of Narisu Cosmetics' brands, such as a skincare brand continuously renewed since 1980, have loyal users spanning decades. For such long-running brands, setting new sensory experiences during renewals is challenging due to the influence of existing products and users. This research aimed to develop formulations that more users find "comfortable" through a more objective process. This study was conducted under the guidance of Professor Tetsuhiro Inoue of Keio University Graduate School of Business Administration.
**Research Content**
Evaluation terms for cosmetics were collected through employee surveys and systematically organized using factor analysis. The number of terms collected varied by item; for example, for the company's unique "All-Purpose Lotion," which exfoliates and moisturizes, 989 evaluation terms were collected and summarized into 31 terms. Monitors performed actual usage tests and completed surveys using these terms, which were then analyzed with structural equation modeling. The ability to visually represent the structure of the statistical model made it easier to identify which terms significantly impact evaluation.
**Future Outlook**
Establishing this new evaluation method for sensory feel not only succeeded in making previously ambiguous evaluation criteria objective, even for expert evaluators, but also greatly helped unify the direction among employees with different positions and sensory perceptions, ultimately leading to a reduction in development time. Sensory evaluation involves not only refining touch, smell, and sight but also honing the sense of language. A survey conducted by the company in October 2022 targeting approximately 2,000 women aged 40-60 found that 97% considered "good usability" important for continued skincare use, and those satisfied with the feel of their cosmetics tended to feel "happier." In an era where emotional feelings are emphasized, the numerous terms and new analysis methods obtained are a great asset, and their application to many future products is expected to contribute to the development of highly satisfying products.
**Background of the Research**
Since the 1960s, the company has had a dedicated department for evaluating the sensory aspects of cosmetics, such as feel and color, striving to improve product usability. Previous research by the company indicated that "sensory feel" is the most influential factor for continued cosmetic use, and methods for quantifying "comfort and sensibility" during cosmetic use have been established and presented at academic conferences. However, many of Narisu Cosmetics' brands, such as a skincare brand continuously renewed since 1980, have loyal users spanning decades. For such long-running brands, setting new sensory experiences during renewals is challenging due to the influence of existing products and users. This research aimed to develop formulations that more users find "comfortable" through a more objective process. This study was conducted under the guidance of Professor Tetsuhiro Inoue of Keio University Graduate School of Business Administration.
**Research Content**
Evaluation terms for cosmetics were collected through employee surveys and systematically organized using factor analysis. The number of terms collected varied by item; for example, for the company's unique "All-Purpose Lotion," which exfoliates and moisturizes, 989 evaluation terms were collected and summarized into 31 terms. Monitors performed actual usage tests and completed surveys using these terms, which were then analyzed with structural equation modeling. The ability to visually represent the structure of the statistical model made it easier to identify which terms significantly impact evaluation.
**Future Outlook**
Establishing this new evaluation method for sensory feel not only succeeded in making previously ambiguous evaluation criteria objective, even for expert evaluators, but also greatly helped unify the direction among employees with different positions and sensory perceptions, ultimately leading to a reduction in development time. Sensory evaluation involves not only refining touch, smell, and sight but also honing the sense of language. A survey conducted by the company in October 2022 targeting approximately 2,000 women aged 40-60 found that 97% considered "good usability" important for continued skincare use, and those satisfied with the feel of their cosmetics tended to feel "happier." In an era where emotional feelings are emphasized, the numerous terms and new analysis methods obtained are a great asset, and their application to many future products is expected to contribute to the development of highly satisfying products.
FAQ
What is the new evaluation method established by Narisu Cosmetics?
It is a new method for setting cosmetic product feel using structural equation modeling, a statistical analysis method common in marketing, social surveys, and psychology.
Who guided this research?
The research was conducted under the guidance of Professor Tetsuhiro Inoue of Keio University Graduate School of Business Administration.
What benefits are expected from implementing the new evaluation method?
Expected benefits include establishing objective evaluation criteria, unifying direction among employees, shortening development time, and contributing to the development of highly satisfying products.