Naturalness, Conformal Symmetry and Duality

We reconsider the naturalness from the viewpoint of effective field theories, motivated by the alternative scenario that the standard model holds until a high-energy scale such as the Planck scale. We propose a calculation scheme of radiative corrections utilizing a hidden duality, in the expectation that the unnaturalness for scalar masses might be an artifact in the effective theory and it could be improved if features of an ultimate theory are taken in.