The essence of feminine beauty for today’s world. Why the Kaodachi Research Institute was formed
The global average life expectancy for women? Perhaps you have heard: in the ten countries that rank top for longevity, it is 85.24 years (source: 2014 Life Table). And Japanese women have the longest life expectancy, at 86.83 years. When it comes to the criteria for feminine beauty, however, the ongoing, mainstream belief is that youth is of supreme importance. But the simple mantra of “the younger you look, the more beautiful you are” has an oppressive effect, backing women into a corner and making them overly focused on seeking out various anti-ageing strategies. However, we all know that artificially produced youth is not true beauty.
We set ourselves to examining what a more natural version of essential feminine beauty should be, and to defining criteria of beauty for today’s world that cater to women living much longer. We arrived at the concept of kaodachi. The truly beautiful kaodachi is one that reflects an abundantly lived life. Without becoming fearful over the passage of time, women should love and be proud of their appearance and live a life radiating beauty. We established the Kaodachi Research Institute because we sincerely desire to bring in this new criteria of beauty and bring happiness to women around the world.
KAODACHI RESEARCH INSTITUTE
Creative Director Akihiro Takahashi
Reinventing the meaning of KAODACHI
The conventional meanings of "kaodachi"
The shape of the entire face.
The face one is born with.
Our definition of kaodachi
A complexion* which reveals
Physical manifestation of one’s mind.
on one’s will or effort.