TOKYO, Japan: Cosmetic products are not just for beautifying oneself. They can also be used in therapy to treat those who suffer from skin disorders and scarring.

A Japanese company is introducing products and techniques to help such customers with special needs.

Privacy is guaranteed on one floor of Shiseido's building in Tokyo's Ginza. Customers with skin problems can schedule private counselling sessions in rooms set aside for them.

Shiseido claims 3.3 million people, or about 3 percent of the Japanese population, suffer from skin problems such as blue birthmarks.

And it has opened a centre where they provide services for people with such skin problems. So far, Shiseido has treated more than 700 customers.

The Social Beauty Care Centre was opened in June 2006 to provide those in need of therapy make-up advice.

Junko Fujino, Beauty Solution Developent Centre of Shiseido, said: "Based on the concerns of the person for instance, in the case of a vitiligo (white spots), I would recommend this, and for those with tumours of the vessel, red birthmarks, and also blue birthmarks."

Counsellors help customers learn how to conceal blemishes. They also provide full make-overs.

Junko, who joined the centre after 17 years as a beauty counsellor in Nagasaki City, recounted her memorable moments there.

One of them was with a 50-year-old woman who had vessel tumour.

Junko said: "When she first visited, she came wearing sunglasses and buried her face in a hat. She did not say much. As I treated her face, she started talking. Finally she looked into the mirror and when I saw her breaking into tears, I was so glad I was doing this."

The services are a serious social commitment for Shiseido, as it joins hands with hospitals to help patients.

Yoshinori Sagehashi, Sub-manager of Shiseido Social Beauty Care Centre, said: "Right now, half of our customers who come here have been recommended by doctors from medical institutes."

Here, they also train doctors from around 50 hospitals nationwide. One of the special programmes introduced in March helps customers conceal their scars and burns. - CNA/de