The Japanese beauty conglomerate has ambitions to become the global leader in skin protection.
Its portfolio boasts brands such as Bioré—one of the most recognisable names in UV protection—and Bondi Sands, the Australian self-tanning brand it acquired in 2023.
The latter was acquired to extend Kao’s focus on the skin protection category, which is becoming more important with increased consumer awareness as well as environmental factors such as pollution and global warming.
As such, Kao sees the need for integrated research and development across multiple product categories to provide more comprehensive and convenient UV protection solutions.
“Considering that customers are constantly exposed to UV rays in their daily lives, we believe that seamless research and development across various categories such as skin care, makeup, and hair care, not just in the category of sunscreen, is necessary in the future,” said Takashi Fukui, Director of R&D, Skin Care Products Research.
On February 13, the company announced the development of a UV protection film technology that adapts to humid weather.
The technology combines hydrogel capsules containing a UV absorber and highly water-retaining polymer in the aqueous phase of a water-based formulation.
According to the press statement, this new technology has made it possible for the firm to “produce a sunscreen with a light and airy texture that spreads easily, absorbs and releases moisture along with changes in humidity, and forms an adaptive film that remains comfortable on the skin throughout the day,”
This development is Kao’s latest effort to develop formulations that will encourage consumers to wear sunscreen more often.
“In order to prevent sunburn, it is necessary not only to have a film technology that creates a solid covering for the skin but also to encourage behaviours that lead to proper daily usage,” said Fukui.
“Therefore, I believe that developing technologies that provide a pleasant texture and usage that naturally encourages ample application is becoming even more important.”
New humidity-proof sunscreen
This technology will debut in a new product, Bioré UV Aqua Rich Airy Hold Cream, on March 8.
It will roll out across Japan first with Matsumotokiyoshi and Cocokarafine stores throughout Japan. It will also be available online through MatsukiyoCocokara.
The product will launch in Taiwan, Hong Kong, and Thailand at local Matsumotokiyoshi stores.
The company did not elaborated on a further launches in other markets, but did emphasis that market expansion for its sun care products was a priority.
“We are attracted to the potential for market expansion. Existing markets have grown since the COVID-19 pandemic, but new markets are also emerging. We believe we can expand our business in this promising market with our technology and products that can satisfy consumers,” said Mitsutoshi Kamiya, Vice President of Health Beauty Care Asia (Int’l) Business.
Star power
Kamiya added that the number of sunscreen users was “growing rapidly”. However, the awareness of sun protection was still low in some regions.
“Knowledge of sunscreen is not same in each area. Education activities will be necessary in areas where usage ratio is expected to increase in the future, so we would like to not only sell products but also conduct education activities.”
In conjunction with its latest launch, it has also partnered with K-Pop group Stray Kids for a global campaign with the aim of reaching a broader consumer base.
The campaign aims to encourage people to enjoy outdoor activities with adequate sun protection.
“We are thrilled to welcome Stray Kids as the faces of our new suncare campaign. Their global appeal, passion, and drive for excellence align with our values at Bioré UV,” said Kamiya.
“By emphasising the benefits of proper sun care. Bioré UV empowers individuals who are concerned about sun exposure to confidently enjoy the outdoors. We believe that Stray Kids truly embodies the phrase ‘sunlight is your spotlight.’ Together, we strive to inspire people everywhere to prioritize effective UV protection and enjoy the sun with confidence."
The Sunlight Is Your Spotlight campaign will kick-off in April 2025 in more than 15 countries and regions.
