It is an urgent issue for companies to catch the attention of woman, who have a large share of active consumption action in the market. To deal with this issue, TOKAI formed the project team "JYOSHIKAI" (named from the word girls meeting in Japanese). This project consistis of only women, and our product development is focused from the viewpoint of only women. We worked through several aspects and thoroughly investigated this female-oriented market, despite the staggering limitations of lens availability. As a result, we focused our attention on beauty and anti-aging.

The personal color which draws out the persons beauty differs from person to perrson according to their skin, hair and eye colour. 

One of the methods to find out which colour to looks good with each person is to use the base colour diagnosis. This is a method to determine which colour best suits you - yellow base colour (yellowish colors) and the blue bass (bluish color). Generally, the yellow base colours have the effect to add colors to the skin to make it look well, and the blue base color takes out the color from the skin to make the skin look whiter. 

""HADABIJIN"" is developed with the colour variations that follow these base colors so that the personal colour can be found effectively for more people.

Using the diagnosis method called the personal colour diagnosis and taste scale method; Noriko Yao has found which fashion type and glasses that suit each person. Her expertise extend through many fields such as saloons, classes, event planning, and online shops.

The “HADABIJIN” cuts out ultraviolet rays and blue light that are harmful to the eyes and protects the eyes using a functional color dye and coating technology. Stains and wrinkles are prevented by cutting out almost 100% of ultra violet rays.  Stain and/or wrinkles cannot be erased with this product. Blue light blocked to reduce flickers and glares Prevents eye strains Prevents wrinkles between the eyebrows

The standard green reflection is changed to violet providing a beautiful eye line to show your face even more beautiful. In addition an easy to clean dust resistance layer is added to keep it clean.

Tokai Optical and the NTT data research institute collaborated on investigations to proves this theory. People wearing “HADABIJIN” are seen as more attractive. These studies were done based on previous works completed on how a person decides whether a person or object is attractive to them. When a person sees an attractive face (object) compared to none attractive face (object) the event related potential swings to the positive side after 350mm seconds from the stimulation. 

This is called the late positive potential. In this experiment we have measured the brain waves of the subject to find if this late positive potential could be found when the “HADABIJIN” is worn. As a result we were able to find the late positive potential when the objective is wearing a “HADABIJIN” that matches its personal color. Thus from this experiment we are able to say that even from another person. (From the collaborative investigation with the Institute for NTT data management)

Yellow base has effect to strengthen the skin color,
improving the skin color.

Makes Your Skin
More Supple and Radiant.