Shiseido launches sign language beauty consultations

The service uses sign language, lip reading, and chat.

Shiseido has officially launched a free online beauty consultation service tailored for customers with hearing impairments.

The service, available through its Online Beauty platform, uses sign language, lip reading, and chat to provide personalised beauty advice whilst eliminating barriers often faced in traditional beauty counseling.

As part of its “Employment Expansion Project” to diversify its workforce, Shiseido is actively hiring individuals with disabilities, including those fluent in sign language.

Initially, two omni Personal Beauty Partners (PBPs) will lead the consultations while they learn sign language. The company plans to eventually assign PBPs who are already proficient in sign language for routine operations.

The service allows customers to choose their preferred communication method, whether sign language, lip reading, or chat, and participate from the convenience of their own homes. Sign language expressions have also been optimised for clarity in online settings, with added visuals like product displays to enhance understanding.

The service, which began a pre-opening trial in October, was officially rolled out on 7 November.