Targeted application: Kao extends Biomimesis fine-fibre tech range with new eye and lip sponge applicator

By Amanda Lim

- Last updated on GMT

Kao Corporation is launching a dedicated applicator to expand fine-fibre tech usage options. ©Kao Corp
Kao Corporation is launching a dedicated applicator to expand fine-fibre tech usage options. ©Kao Corp

Related tags kao corp Skin care Beauty devices Japan

Japanese personal care major Kao Corporation is launching a dedicated applicator to expand usage options and allow consumers to apply its fine-fibre formula to delicate eye and lip areas.

Kao Corporation first announced the development of its fine fibre technology in 2018 and launched its first fine-fibre tech products, Biomimesis Veil, in December 2019 through skin care brands Sensai and Est.

The technology creates a very thin and invisible layer of film on the skin and acts as a moisture barrier to keep skin hydrated.

Kao claims that this membrane allows for quick and even application of cosmetic products while retaining moisture and allowing skin to breathe.

The maker of Bioré, Kanebo and Molton Brown worked with technology company Panasonic to develop a handheld dispenser that uses electrospinning technology to create the film.

However, this application method made in impossible for consumers to accurately apply the film around the eyes, mouth and nose.

“As it is sprayed directly onto the skin, it is difficult to apply to uneven areas and there is a risk of it getting into the eyes,” ​said Makiko Takashi public relations, corporate communications, Kao Corporation.

Since launching into the market, the company has been receiving consumer requests for a method to apply the product onto eyes and mouth, which tend to be prone to dryness.

To deepen user satisfaction with Biomimesis Veil products, the firm worked on developing a dedicated applicator.

“This was a challenge, as conventional sponge applicators are incompatible with the ultra-fine Biomimesis Veil film,”​ said Dr Dominic Pratt, VP of research and development skin care products research at Kao Corporation.

“With help from one of our ingenious young researchers, we developed a special applicator that beautifully transfers the Biomimesis Veil to the skin areas around the eyes and mouth, which are typically the areas most affected by dryness,”

To use it, the veil is first applied onto the sponge and transferred onto the skin through gentle dabbing.

Global expansion

Kao will be rolling out the Biomimesis Veil Applicator through both SENSAI and Est from September 4 onwards.

Est is primarily sold in the Asian markets including Japan, South Korea, Hong Kong, Taiwan and China.

The launch also coincides with the introduction of SENSAI Biomimesis Veil in nine more European markets, including Germany, Austria, Netherlands, Switzerland, Italy and Spain.

Takashi told CosmeticsDesign-Asia​ that the company was facing challenges launching the products in the market due to the novel coronavirus (COVID-19) pandemic.

To counter these difficulties, the company is targeting consumers that are interested in the beauty device category.

“Due to the impact of store closures and the subsequent COVID-19 restrictions, it has been difficult to introduce these products to customers. Nevertheless, they have been purchased mainly by those who use beauty devices on a daily basis and by those who are highly motivated to explore beauty as a comprehensive routine,” ​said Takashi.

Takashi said the company was ‘convinced’ of the huge potential of its fine-fibre technology and was continuing to research the technology for use in both cosmetics and medical fields.

Pratt added: “Biomimesis has the potential to be applied to many fields. While our current focus is night care, we are accelerating our efforts to utilise this technology for day care and make-up, as well. We expect to bring innovative new solutions based on Fine Fibre Technology.”

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