Kao to launch active beauty-inspired sunscreens in February

By Amanda Lim contact

- Last updated on GMT

Kao to launch active beauty-inspired sunscreens in February
Kao Corporation is targeting consumers with active lifestyles with its latest sunscreen line, Bioré UV Athlizm.

To be released early February, the new Athlizm line consists of the Skin Protect Essence and the Skin Protect Milk, which are water-based and oil-based respectively.

Extreme conditions

The new range was created to deal with Japan’s increasingly warm and humid conditions due to climate change, said Kao.

“One of the changes to come with climate change in Japan is hotter and muggier summers with glaring sunlight. As the weather gets more severe with rising temperature and humidity, most people want to protect their skin from daily UV and banish sunburn worries from their lives.”

This situation is more challenging for consumers who exercise and spend time outdoors under intense sunlight, added Kao. “Kao's outstandingly durable sunscreens stay firmly in place when the skin perspires under very hot and humid weather conditions, shielding out ultraviolet rays for hours on end.”

Kao believes that the Athlizm products are the most advanced in its entire sunscreen range. Both products contain “tough boost” technology developed by Kao researchers.

This technology enhances the durability of fine, even UV-blocking films which helps the formula stay firmly in place even under extreme hot and humid conditions. A fine UV-blocking film functions as a durable layer that naturally adheres to the body just like a second skin.

Additionally, both products have undergone water resistance tests of over 80 minutes to be proven waterproof.

Advanced protection

Aside from the new Athlizm line, Kao is also releasing an improved version of its Aqua Rich range in February.

In a survey conducted by Kao in 2016, it found that more than 90% of the survey respondents had experienced sunburn symptoms even when wearing sunscreen. This, said Kao, can occur when sunscreen is applied too little or unevenly.

“In observations using a UV microscope especially developed in the Kao laboratories, researchers have shown that conventional water-based sunscreens sometimes disperse unevenly over the skin,”​ said Kao. “With uneven application, micron-scale crevices may visibly appear when the sunscreen is spread on the skin.”

To combat this problem, Kao developed its Micro Defence formula, a unique technology that contains a submicron-scale capsule packed with a UV protection agent.
With the new formula, Kao’s new sunscreens ensure full and even coverage "down to micro-level crevices invisible to the naked eye," ​the company states.

“Despite the robust protection they provide against UV, these new sunscreens feel as light as water on the skin,” Kao stated. ”The airy, vibrant sensation never disappears, no matter how often the sunscreens are reapplied. They evenly cover the body with a fine veil just like a second skin and prevent uneven spreading on the micro level. Daily protection against UV becomes easier than ever.”

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