TeleBeauty is a web app that makes it look like the user is wearing makeup during video conferencing, even if they are not. It was developed in cooperation with Skype for Business. Women can teleconference with digital makeup applied, even during early morning or unexpected meetings, or when women are at home with children and do not wish to apply makeup. The aim of this app is to make it easier for women to work from home, thus sparking a conversation about how women can work.

The first step was to launch TeleBeauty during Telework Week in Japan. Our aim was to spread it through B2B rather than B2C, and we wanted to introduce the concept on a trail basis at companies looking to promote telework. With Skype owners Microsoft involved in the promotion, the idea spread in the form of business news. We sought to have the story picked up by lots of media that cover women and working. The news would also spark a conversation among working women as well as HR supervisors and others who influence working styles.

This idea caught the world’s interest as the news spread through more than 40 countries, earning more than $9 million in publicity.

The new proposal was embraced as a possibility to further expand opportunities for working women.

This idea was embraced by women in Japan, and offered new possibilities for expanding career opportunities for women.