Shiseido launches three new sunscreens, looking to target kids

Marketed with the slogan ‘Get sweat on your side’, the three new products join Shisieido’s Anessa range.

According to a report from the Asahi Shimbun​, the beauty giant is particularly targeting consumers who perceive the effectiveness of sun screens to be weakened by water or sweat, particularly parents looking to protect their children and consumers who do a lot of sport.

Shiseido’s focus on its sun care offering in Japan suggests the company is taking note of recent strong growth in the category there: Euromonitor’s latest report stated the category grew 6% over 2014, and according to the country’s trade ministry, sales are nearly double what they were a decade ago.

Every day’s a sun care day​

Euromonitor describes the recent growth for sun care in Japan as a “strong performance”, noting that it’s being driven by both new and existing consumers alike, with both increasingly using sun protection every day rather than just for special occasions.

“As the importance of UV protection for skin is becoming widely recognised, more consumers began using sun protection [and] many existing users also started using sun protection on a daily basis as opposed to the previous norm of using it only on certain occasions​,” the firm notes.

“While the summer is the main season for sun protection, increased health awareness promoted year-round usage​.”

Works better with sweat​

The new products build on Shiseido’s previous recent launches within the sun care category that have also used technology that works with water and sweat to promote skin protection, notably its WetForce range​.

According to the company, its three new Anessa products also boast enhanced effectiveness when in contact with sweat: perspiration facilitates even distribution of active ingredients, increasing UV-protection by 20%.

“We applied the technology used in hairstyling products that secure one’s hairstyle even when sweating​,” a Shiseido official reportedly said.