On July 5th, Shiseido conducted an online survey on "skin deflation" (a lack of firmness in the skin on the cheeks, face line, around the eyes, and mouth as perceived by women) targeting 600 women and 100 men aged 20 to 40 nationwide.

The average age at which women began to notice skin deflation was 32.3 years old, and it becomes more serious at 34.8 years old. When comparing women with skin deflation to those without, the survey found that men perceived them as 9.4 years older, and women perceived them as 10.3 years older. Furthermore, it was found that women with skin deficiency and reduced firmness were viewed negatively, with 98.0% viewing them as "tired," 96.1% viewing them as "sleep-deprived," and 95.4% viewing them as "unhealthy."

When asked about skin concerns that cannot be hidden with makeup, the top answers were those related to firmness that cannot be hidden with concealer or foundation, such as "lack of firmness around the mouth" (95.3%), "lack of firmness in the cheeks and face line" (94.4%), and "lack of firmness around the eyes" (93.3%).

When comparing women who use "intensive skincare" (comprehensive skincare that includes not only basic skincare but also special care such as serums) with women who do not, the age at which they began to worry about skin deflation was 37.4 years for the former and 34.3 years for the latter, a difference of 3.1 years. It was found that "intensive skincare" is effective in maintaining "firm, firm skin" that gives rise to positive images such as "looking like you're in love" and "looking like you're well-liked by the opposite sex" (98.9% each).