In February, Kao
will launch four new Bioré
sun care products featuring its new film technology. The Bioré UV Athlizm line is formulated to provide reliable UV protection even under severely hot and humid climates. Bioré UV Aqua Rich is said to combine strong UV protection with light-to-the-touch texture.
Bioré UV Aqua Rich Watery Essence and Bioré UV Aqua Rich Watery Gel, are water-based sunscreens featuring a Micro Defense formula that uses a capsule packed with a UV protection agent. When applied to a cream, it covers the "whole body like a layer of skin," according to Kao. The formula evens the application of sunscreen by forming a fine veil on the skin and spreading into micro crevices. A light application will protect the defenseless skin against UV effects with fresh sensations free from any hints of stress. The new sunscreens are positioned in the Bioré UV range, Japan's top-selling sun protection products for 12 years running, according to Kao.
Also new are Bioré UV Athlizm Skin Protect Essence and Skin Protect Milk, which are said to be the most advanced sunscreens in Kao’s Bioré UV series. Both products stay on evenly in severely hot and humid weather. The new Essence and Milk are the Bioré brand’s top choices for reliable UV protection under extreme climatic conditions. The name "Athlizm" is a hybrid of "athletic" and a derivative of the suffix "ism," which refers to a distinctive practice, system or philosophy.
According to Kao, 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. The biggest challenge comes in summer, when many people work, exercise, or play outdoors for hours at a time under intense sunlight.
Kao researchers have developed a unique “tough boost” technology to enhance the durability of fine, even UV-blocking films. Kao’s 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. A fine UV-blocking film functions as a “durable outer skin” that naturally adheres to the body just like a second layer.
Both Athlizm and Aqua Rich provide SPF50+ protection.