3.3. MOT
3.3.4
2003 TORAYA CAFÉ
3.4.
3.4.1.
[7]
MOT [8]
QCD
Cultivate
Cultivate Education Culture
Cultivate
Education Culture THINK
SENSE FEEL THINK ACT RELATE
3.4.2.
[9]
( )
Fig. 5-3 4
3.4.3.
2
3.4.4.
[10]
AQUOS WACOAL DIA
AQUOS
WACOAL DIA
4.
[11]
Fig. 5-1
Fig. 5-2
Table 5-1 4P
Product
Price 2,625 /740g
Place Promotion
Table 5-2
SENSE
FEEL
THINK
ACT RELATE
Table 5-3
Fig. 5-3 4
6
1.
1.1.
Bernd H.Schmitt
[1,2] [3-6]
Bernd H.Schmitt
[7]
Bernd H.Schmitt
1.2.
1.2.1.
Fig. 6-1
1990
1.2.2.
630 2017
1956
[9]
1.2.3.
Fig. 6-2
2009
2011
2.
[10]
Bernd H.Schmitt
2011 2009
2.1.
2011
Table 6-1 2009
2.1.1.
SENSE
SENSE
2.1.2.
FEEL
2.1.3.
THINK
2.1.4.
ACT
2.1.5.
RELATE
3.
Table 6-2 2010
[11-14]
Fig. 6-3 Fig. 6-4
3.1.
SENSE
3.2.
FEEL
3.3.
THINK( )
3.4.
ACT
3.5.
RELATE
BA
Fig. 6-5
4.
4.1.
2009
2010 Bernd H.Schmitt
2011 2012 Fig.
6-6 2009 100
Bernd H.Schmitt
2011 4
[15]
4.2.
SENSE FEEL THINK
ACT RELATE
4.3.
Bernd H.Schmitt
Fig. 6-1
Fig. 6-2
Table 6-1 Bernd.H.Schmitt 2009
Table 6-2 Bernd.H.Schmitt 2011
2009
SENSE
FEEL
THINK ACT RELATE
2011
SENSE FEEL THINK ACT RELATE
Fig. 6-3
Fig. 6-4
Fig. 6-5
Fig. 6-6 2009 100
7
1.
1.1.
Bernd H.Schmitt
1.2.
NPO 2011
Fig. 7-1 2011
1.3. NPO
NPO 3
[1]
[2-6]
NPO 2010
1956 2009
2011 Fig. 7-2
2.
Bernd H.Schmitt
[7]
2.1.
SENSE
Fig. 7-3
2.2.
FEEL
2.3.
THINK( )
FEEL
2.4.
ACT
2.5.
RELATE
3.
3.1.
Fig. 7-4 Bernd H.Schmitt
2011 2012
2010
30%
3.2.
Table 7-2
[8]
3.3.
SENSE FEEL THINK
ACT RELATE
3.4.
Bernd H.Schmitt
Fig. 7-1
Fig. 7-2
Table 7-1 Bernd H.Schmitt
Fig. 7-3
Fig. 7-4
2010 100
Table 7-2
malabar nut holy basil emblic myrobalan 3
neem
1
[1] H
(2014)
[2]
(2017) [3]
(2009) [4]
(2006) [5]
(2007)
[6] Spitravel
(2013)
[7] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 165
[8] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 97
[9] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 3
[10] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL
[11] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 97
[12] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 59
[13] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 7
[14] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 116
[15] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 6
[16] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 159
[17] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 137
[18] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 68
[19] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 127
[20] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 155
[21] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 13
[22] Nature’s Beauty Creations Ltd., A COLLECTION OF MEDICINAL PLANTS IN SRI LANKA Revised Edition (2014) 11
Sagane, Toshihiro Watanabe, R.G.S.Wijesekara, Antioxidant activities of traditional plants in Sri Lanka by DPPH free radical-scavenging assay, Data in Brief (In Press)
[24] Takao Someya, Katsura Sano, Kotaro Hara, Yoshimasa Sagane, Toshihiro Watanabe, R.G.S.Wijesekara, Fibroblast and keratinocyte gene expression following exposure to extracts of neem plant (Azadirachta indica), Data in Breif 16 (2017) 982-992
[25] Takao Someya, Katsura Sano, Kotaro Hara, Yoshimasa Sagane, Toshihiro Watanabe, R.G.S.Wijesekara, Fibroblast and keratinocyte gene expression following exposure to the extracts of holy basil plant (Ocimum tenuiflorum), malabar nut plant (Justicia adhatoda), and emblic myrobalan plant (Phyllanthus emblica), Data in Breif 17 (2018) 24-46
[26] Kyoko Dodo, Katsura Sano, Kotaro Hara, Takao Someya, Effects of neem (Melia azadirachta L.) leaf extract on human dermal papilla cells, Proceedings of 8th International Symposium on Agriculture and Environment (ISAE 2018) 60-62
[27] K. Maeda-Sano, M. Gotoh, T. Morohoshi, T. Someya, H. Murofushi, K.
Murakami-Murofushi, Cyclic phosphatidic acid and lysophosphatidic acid induce hyaluronic acid synthesis via CREB transcription factor regulation in human skin fibroblasts, Biochim Biophys Acta.1841(9) (2014) 1256-1263
[28] K. Röck, M. Meusch, N. Fuchs, J. Tigges, P. Zipper, E. Fritsche, J.
Krutmann, B. Homey, J. Reifenberger, J. W. Fischer, Estradiol protects
epidermal growth factor from keratinocytes, J. Biol. Chem. 287 (2012) 20056-20069
[29] R.A. Anderson, R. Sciorio, H. Kinnell, R.A.L. Bayne, K.J. Thong, P.A.
de Sousa, S. Pickering, Cumulus gene expression as a predictor of human oocyte fertilisation, embryo development and competence to establish a pregnancy, Reproduction, 138(4) (2009) 629-637
[30] K. Röck, M. Grandoch, M. Majora, J. Krutmann, J.W. Fischer, Collagen fragments inhibit hyaluronan synthesis in skin fibroblasts in response to ultraviolet B (UVB), J. Biol. Chem. 286 (2011) 18268-18276
[31] Z. Zhang, J. Zhang, L. Miao, K. Liu, S. Yang, C. Pan, B. Jiao, Interleukin-11 promotes the progress of gastric carcinoma via abnormally expressed versican, Int. J. Biol. Sci. 8 (2012) 383-393 [32] T. Gómez-Leduc, M. Hervieu, F. Legendre, M. Bouyoucef, N. Gruchy,
L. Poulain, C. de Vienne, M. Herlicoviez, M. Demoor, P. Galéra, Chondrogenic commitment of human umbilical cord blood-derived mesenchymal stem cells in collagen matrices for cartilage engineering, Sci. Rep. 6 (2016) 32786
[33] S. Twarock, M. Tammi, R.C. Savani, J.W. Fischer, Hyaluronan stabilizes focal adhesions, filopodia, and the proliferative phenotype in esophageal squamous carcinoma cells, J. Biol. Chem. 285(30) (2010) 23276-23284
[34] M. Kypriotou, G. Beauchef, C. Chadjichristos, R. Widom, E. Renard, S.A. Jimenez, J. Korn, F.X. Maquart, T. Oddos, O. Von Stetten, J.P.
expression in normal and scleroderma fibroblasts through interaction with Sp1 and Sp3 transcription factors, J. Biol. Chem. 282(44) (2007) 32000-32014
[35] V. Perrotti, A. Palmieri, A. Pellati, M. Degidi, L. Ricci, A. Piattelli, F.
Carinci, Effect of titanium surface topographies on human bone marrow stem cells differentiation in vitro, Odontology. 101(2) (2013) 133-139 [36] J. Knaup, C. Gruber, B. Krammer, V. Ziegler, J. Bauer, T. Verwanger,
TGFβ-signaling in squamous cell carcinoma occurring in recessive dystrophic epidermolysis bullosa, Anal. Cell Pathol. 34(6) (2011) 339-353
[37] Y.F. Hou, S.T. Yuan, H.C. Li, J. Wu, J.S. Lu, G. Liu, L.j. Lu, Z.Z.
Shen, J. Ding, Z.M. Shao, ERbeta exerts multiple stimulative effects on human breast carcinoma cells, Oncogene 23(34) (2004) 5799-5806.
[38] M. Iino, R. Ehama, Y. Nakazawa, T. Iwabuchi, M. Ogo, M. Tajima, S.
Arase, Adenosine stimulates fibroblast growth factor-7 gene expression via adenosine A2b receptor signaling in dermal papilla cells, J. Invest.
Dermatol. 127(6) (2007) 1318-1325
[39] K. Lolmède, V. Durand de Saint Front, J. Galitzky, M. Lafontan, A.
Bouloumié, Effects of hypoxia on the expression of proangiogenic factors in differentiated 3T3-F442A adipocytes, Int. J. Obes. Relat.
Metab. Disord. 27(10) (2003) 1187-1195
[40] L. Daniela, P. Alla, R. Maurelli, D. Elena, P. Giovanna, K. Vladimir, D.T. Roberto, D.L. Chiara, P. Saveria, K. Liudmila, Anti-inflammatory effects of concentrated ethanol extracts of Edelweiss (Leontopodium
endothelial cells, Mediators Inflamm (2012) 498373
[41] A. Shibata, K. Nakagawa, Y. Kawakami, T. Tsuzuki, T. Miyazawa, Suppression of gamma-tocotrienol on UVB induced inflammation in HaCaT keratinocytes and HR-1 hairless mice via inflammatory mediators multiple signaling, J. Agric. Food Chem. 58(11) (2010) 7013-7020
[42] P. Roth, M. Silginer, S.L. Goodman, K. Hasenbach, S. Thies, G.
Maurer, P. Schraml, G. Tabatabai, H. Moch, I. Tritschler, M. Weller, Integrin control of the transforming growth factor-β pathway in glioblastoma, Brain 136(Pt 2), (2013) 564-576
[43] P.F. Bove, B.R. Grubb, S.F. Okada, C.M. Ribeiro, T.D. Rogers, S.H.
Randell, W.K. O'Neal, R.C. Boucher, Human alveolar type II cells secrete and absorb liquid in response to local nucleotide signaling, J.
Biol. Chem. 285(45) (2010) 34939-34949
[44] H. Ling, J.R. Sylvestre, P. Jolicoeur, Notch1-induced mammary tumor development is cyclin D1-dependent and correlates with expansion of pre-malignant multipotent duct-limited progenitors, Oncogene 29(32) (2010) 4543-4554
[45] ―in vitro/ /
, 2007
[46] S. Pillai, C. Oresajo and J. Hayward. Ultraviolet radiation and skin aging: roles of reactive oxygen species, inflammation and protease activation, and strategies for prevention of inflammation-induced matrix degradation – a review. International Journal of Cosmetic
[47] , VII 4Connective tissue, 34(2002),127-135
[48] Werner S, Krieg T, Smola H. Keratinocyte-fibroblast interactions in wound healing. J. Invest. Dermatol. 127 (2007) 998-1008
2
[1] 30(11) (1976) 58-60
[2] 20(2) (198) 93-101
[3] Haze, S., Sakai, K., & Gozu, Y. Effect of fragrance inhalation on sympathetic activity in normal adults. Japanese journal of pharmacology 90 (2002) 247-253
[4]
66(10) (1999) 1350-1354
[5] 204(8) (2003)
547-550
[6] Umezu, T, Anticonflict effects of plant-derived essential oils, Pharmacology Biochemistry and Behavior, 64(1) (1999),35-40
[7]
(2009)
[8] Fukuda, M, Effect of ‘‘Rose Essential Oil’’ Inhalation on Stress-Induced Skin-Barrier Disruption in Rats and Humans, ChemSenses, 37(2012) 347–356,
[9] Sakurai, K Analysis of natural Products aromas and their physiological
179-184 [10]
(2005)
[11] 2 62(2010)
119-131 [12]
35(2012) 23-3 [13]
vol.44 no.4 2016 603-612
[14] medicina 52(4)(2015) 366-368
[15]
8(suppl.12) (2009) B690-B694
3
[1] Langenheim, J. H. Higher plant terpenoids: a phytocentric overview of their ecological roles. J. Chem. Ecol. 20(1994) 1223-1280
[2] Oussalah, M., Caillet, S., Saucier, L. and Lacroix, M. Inhibitory effects of selected plant essential oils on the growth of four pathogenic bacteria: E. coli O157:H7, Salmonella typhimurium, Staphylococcus aureus and Listeria monocytogenes. Food Cont. 18(2006) 414-420 [3] Lahlou, M. Essential oils and fragrance compounds: bioactivity and
[4] Kako, H. Fukumoto, S., Kobayashi, Y. and Yokogoshi, H. Effects of direct exposure of green odour components on dopamine release from rat brain striatal slices and PC12 cells. Brain Res. Bull. 75(2008) 706-712
[5] Hotta, M. (Editor in chief). Useful Plants in the World, Shogakkan, Tokyo, (1989) 115-117
[6] Hioki, M., Arai, K., and Arai, M. Evaluation of volatile oil of Artemisia princeps for treatment of atopic dermatitis. Jpn. J. Aromatherapy.
10(2010) 25-32
[7] Buckle J. Aromatherapy in perianesthesia in nursing. J. PeriAnesthesia Nursing. 14(1999) 336-344
[8] Cavanagh H. M. A. and Wilkinson J. M. Biological activities of lavender essential oil. Phytother. Res. 16 (2002) 301-308
[9] Ludvigson H. W. and Rottman R. Effects of ambient odours of lavender and cloves on cognition, memory, affect and mood. Chemical Senses.
14(1989) 525-536
[10] Lehrner J., Marwinski G., Lehr S., Johren P. and Deecke L. Ambient odours of orange and lavender reduce anxiety and improve mood in a dental office. Physiology and Behaviour. 86(2005) 92-95
[11] Nagata, Y., Miyashita, Y. and Mori, M. The influence of olfactory stimulation by essential oils on salivary alpha-amylase activity and state anxiety level. Jpn. J. Comple. Alt. Med. 10(2013) 39-43
[12] Tsujii T. and Watanabe S. Neural correlates of dual-task effect on blief-bias syllogistic reasoning: a near-infrared spectroscopy study.
[13] Tsujii T., Yamamoto E., Ohira T., Takahashi T. and Watanabe S.
Antihistamine effects on prefrontal cortex activity during working momory process in preschool children: a near-infrared spectroscopy (NIRS) study. Neuro. Sci. 67(2010) 80-85
[14] Tsujii T. and Watanabe S. Neural correlates of blief-bias reasoning under time pressure: a near-infrared spectroscopy study. Neuroimage.
50 (2010) 1320-1326
[15] Umano, K., Hagi, Y., Nakahara, K., Shoji, A., and Shibamoto, T.
Volatile chemicals identified in extracts from leaves of Japanese Mugwort (Artemisia princeps Pamp.). J. Agric. Food Chem. 48(2000) 3463-3469
[16] Chung, M. S. Changes in volatile compounds of Artemisia princeps ver.
orientalis essential oils during storage. Food Sci. Biotechnol. 18(2009) 481-487
[17] Kordali, S., Kotan, R., Mavi, A., Cajer, A., and Ala, A. Determination of the chemical composition and antioxidant activity of the essential oil of Artemisia dracunculus and of the antifungal and antibacterial activities of Turkish Artemisa absinthium, A. dracunculus, Artemisia santonicum, and Artemisia spicigera essential oils. J. Agric. Food Chem.
53(2000) 9452-9458
[18] Mukhtar, H. M., Ansari, S. H., Ali, M., Mir, S. R., Abdin, M. Z., and Singh, P. GC-MS analysis of volatile oil of aerial parts of Artemisia annua Linn. J. Essent. oil Bear. Pla. 10(2007) 168-171
[19] Judžentienė, & A., Buzelytė, J. Chemical composition of essential oils
17(2006) 12-15
[20] Yamaguchi, M., Hanawa, N., Hamazaki, K., Sato, K. and Nakao, K.
Evaluation of the scute sedative effects of fragrances based on a biochemical maker. J. Essent. Oil Res. 19 (2007) 470-476
[21] Arai, Y. –C. P., Sakakibara, S., Ito, A. Nishi, T., Hibino, S., Niwa, S.
and Kuniyoshi, K. Intra-operative natural sound decreases salivary amylase activity of patients undergoing inguinal hernia repair under epidural anesthesia. Acta Anaesthesiol Scand. 52(2008) 987-990
[22] Harada, H., Tanaka, M. and Kato, T. Bain Olfactory activation measured by near-infrared spectroscopy in human. J. Larynglo. Otol.
120(2006) 638-643
[23] Kento Kunihiro, Takao Myoda, Noriaki Tajima, Kotaro Gotoh, Tai Kaneshima, Takao Someya, Kazuki Toeda, Takane Fujimori, Makoto Nishizawa, Volatile Components of the Essential Oil of Artemisia montana and Their Sedative Effects, Journal of Oleo Science 66. (8) (2017)8 43-849
4
[1] (2002)
[2] Bernd H.Schmitt
(Experiential Marketing) (2000) [3] Bernd H.Schmitt
(Customer Experience Management) (2004)
[4] B J II J H
[5] Bernd H.Schmitt Alexander Simonson
(1998) [6]
(2006)
[7] (2004)
[8] Takao Someya and Shin'ya Nagasawa, Case Study of Building Customer Experience and Technology Management at the Traditional Company “Shoyeido”, ICIC Express Letters: An International Journal of Research and Surveys, ICIC International 4/2(2010),449-504
5
[1] 100
(2000) [2]
(1996)
[3] (1993)
[4] 100
(2004)
[5] (2004)
[6]
(2005) [7]
(2006)
[8] MOT
(2004)
[9] NTT (2004)
[10]
(2007) [11]
(2007)
6
[1] Bernd H.Schmitt
(Experiential Marketing) (2000) [2] Bernd H.Schmitt
(Customer Experience Management) (2004) [3]
(2005) [4]
(2006)
[5] (2007)
[6]
(2009) [7]
[8] FRAGRANCE JOURNAL, 2005-1, 60-64
[9]
(2010)
[10] (2002)
[11] COSME
TECH JAPAN, Vol.3.No.9 (2013), 45(1111)-47(1113)
[12] COSME
TECH JAPAN, Vol.3.No.10 (2013), 38(1240)-40(1242)
[13] COSME
TECH JAPAN, Vol.3.No.11 (2013), 33(1357)-35(1359)
[14] COSME
TECH JAPAN, Vol.3.No.12 (2013), 40(1464)-43(1467)
[15] Takao Someya, Shoichi Kobayashi, Shin’ya Nagasawa, Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s
‘Customer Experience’, Science Journal of Business and Management 3(2-1), (2015) 66-72
7 [1]
(2005) [2]
(2007)
[3] ―
[4] (2009)
[5] BP (2010)
[6] Part2
(2015)
[7] Bernd H.Schmitt
23 2 29
23-31 [8]
(2018)
Summary
The average life expectancy in Japan has been steadily increasing, and it is one of the world’s most long-lived countries. However, there is a difference of approximately 10 years between the so-called healthy life, defined as
“the period during which everyday activities can be done without hindrance due to health problems”, and the “unhealthy period”. In addition, today’s society is said to be replete with a diverse variety of daily stresses and people live their lives while exposed to risks such as lifestyle-related diseases. On this backdrop, more and more people are beginning to recognize the importance of maintaining healthy living on a daily basis, and raw drugs and medicinal plants once used as medicines for treatment and improving health are being used in cosmetics and foods, and demand for such products is expected to steadily increase. Raw drugs and medicinal plants originally were natural materials such as leaves and wild grass, but these materials are now used in products manufactured industrially due to the discovery of their effectiveness as pharmaceuticals, cosmetics, and foods. Essentially, clarifying the utility of botanical ingredients adds to their value, which in turn leads to the formation of new industries that make use of these resources. This paper will focus on the applications of botanical ingredients in cosmetics, particularly improving value of these materials by
(1) clarifying the scientific basis for their application (2) describing new and improved uses and properties
(1) Improving the value added by botanical ingredients by clarifying the scientific basis for their application
In cosmetics, extracts obtained from plants are essential ingredients used to imparting some effect to the skin. However, many of the botanical substances currently in use are often selected without clear supporting scientific evidence such as folklore, and the original function of these substances is not clear in many cases. In this study, a screening of 18 kinds of plants used in Ayurveda, a traditional form of medicine practiced in Sri Lanka, was conducted with respect to poorly understood antioxidant and cellular activity-stimulating effects which serve as the basis for their purported efficacy as cosmetic products. The influence of these plant extracts on intracellular gene expression was also analyzed to further clarify the effects of plants that demonstrated high efficacy on fibroblasts and epidermal keratinocytes. Among the plants screened, we examined neem (Azadirachta indica), which has demonstrated strong efficacy as a cosmetic product, and further clarified its effects on hair growth.
1) Efficacy of traditional Sri Lankan plants as cosmetics
As a result of assessment of the antioxidant and cellular activity-stimulating effects exhibited by 18 varieties of botanical extracts used in Ayurveda, malabar nut (Justicia adhatoda), holy basil (Ocimum sanctum), neem, and emblic myrobalan (Phyllanthus emblica) were each revealed to have strong effects of these types. Moreover, when fibroblasts and epidermal keratinocytes were exposed to these extracts, expression of genes associated
inhibition of cellular photoaging of cells was activated, indicating the benefits of these extracts as ingredients in cosmetic products.
2) Effects of neem leaf extract on dermal papillary cells
We examined the effects of neem leaf extract, a plant used in Ayurveda that is also already in use as an ingredient in some cosmetic products, on dermal papillary cells. As a result, neem leaf extract was observed to induce the expression of genes involved in hair growth, and also to inhibit the expression of factors that suppress hair growth. These observations reveal the potential benefits of application of neem leaf extract as an ingredient in cosmetics as well as hair growth aids.
(2) Improving the added value of botanical ingredients by clarifying new functions
Cosmetics are intended to act on the exterior of the skin either topically or transdermally. However, in recent years, particularly in skin care cosmetics, the concept of beauty foods has been developed to appeal to consumers seeking beneficial skin effects, creating a new market. It is also known that the aromatic compounds derived from plants have effects such as helping to maintain and promote homeostasis of the body and mind, and alleviating disorders. In this study, we clarified the effects of drinking rose water and the relaxation effects of the aromatic compounds present in Japanese mugwort essential oil and considered ways to increase the value added by these botanical ingredients.
1) Ability of beverages containing rose water to improve fatigue and adverse effects related to menopause
We prepared a beverage containing rose water and tested it in 17 Japanese women aged between 35 and 55 years. As a result, a significant decrease in cortisol levels was observed in 7 subjects; increases in cortisol is believed to be caused by physical and mental stress. Further, depending on the number of times the test beverage was consumed, 16 of the 17 subjects exhibited improved skin keratinization, and all subjects exhibited increased skin moisture. Chronic stress is known to cause deterioration of the skin barrier function, and the results of this study indicate that chronic stress can be alleviated by ingesting beverages containing rose water.
2) Sedative effects of aromatic compounds present in Japanese mugwort We conducted an assessment of sensory effects and salivary amylase activity caused by essential oils prepared from Japanese mugwort (Artemisia Montana leaf extract) and used as a cosmetic ingredient. As a result, a sedative effect equivalent to that of lavender essential oils known to have such effects was observed, as well as decreased salivary amylase activity. These findings suggest that the aromatic compounds present in mugwort have a relaxation effect. Moreover, the relaxation effect of mugwort essential oils was also confirmed through near-infrared spectroscopy, a technique often used in brain function imaging. These effects were also found to be the product of 1,8-cineol molecules contained in mugwort essential oils.
(3) Improving the added value of botanical ingredients by adding
“experiential value”
The concept of “experiential value” proposed by marketing researcher Bernd H. Schmitt has attracted attention in recent years as a marketing technique that appeals to the feelings and sensibilities of consumers. The concept of “experiential value” offers an explanation for the value of appealing to the emotions and sensibilities of consumers through products such as cosmetics based on 5 different values. In this study, we propose approaches to increase the value added by botanical ingredients by analyzing this “experiential value”, and demonstrated their usefulness.
1) Research on product development based on the experience value of cosmetics containing mugwort
Following the revamping of the “Ignis Nature Series (manufactured by Albion Co., Ltd.)” cosmetics containing Japanese mugwort, we analyzed the existing products in terms of the concept of experiential marketing and examined the introduction of added value factors. Based on our findings, we developed and sold new products in following with our hypothesis that homegrown mugwort offers the greatest added value for products. As a result, when new products were launched after FY2011, sales increased nearly four-fold, reliably demonstrating the success of the product overhaul.
Thus, this serves as a clear example of the effective application of experiential marketing resulting in increased sales.
Ginza Honey series of cosmetics
In developing new products using honey, we evaluated the new “Ignis - Ginza Honey series (manufactured by Albion Co., Ltd.)” based on the concept of experiential marketing. In essence, we developed a new product based on the hypothesis that the activities of the Ginza Bee Project (the origin of the honey used in the products) and the company’s environmental protection efforts offer the greatest added value. As a result, sales increased by 30% after FY2011, and were maintained at such levels since.
In this study, we attempted to improve the added value of botanical ingredients used in cosmetic products through the 3 approaches discussed previously. These approaches incorporated methods such as utilizing cytochemistry, nutrition, physiology, as well as application of marketing theory. In sum, with respect to (1), we clarified the effects of plants used in Sri Lanka Ayurvedic folk medicine, which lacked scientific evidence for its effectiveness, that are used in cosmetic products or agents used to stimulate hair growth by analysis by using cultured cells or gene analysis. With respect to (2), we reassessed botanical ingredients already used in cosmetics for nutritional or physiological purposes such as rose water and mugwort, and were successful in increasing the value their presence adds to food and beauty products by describing new functions. Furthermore, with respect to (3), by incorporating the concept of “experiential value”, a targeted marketing technique appearing in recent years, it is possible to effectively add psychological and sensory value such as impressions and personal