Kao introduces humidity-responsive sunscreen in Japan

JAPAN – Kao Corporation has launched Bioré UV Aqua Rich Airy Hold Cream, which features innovative humidity-responsive technology to combat stickiness and dryness in varying conditions.

The sunscreen provides SPF50+/PA++++ protection and is enriched with moisturising ingredients such as hyaluronic acid and a vitamin C derivative.

The new formulation addresses growing consumer concerns about sunscreen stickiness as Japan’s rising temperatures and humidity levels drive demand for improved products. 

Kao’s 2019 survey of over 1,200 women found that more than 90% of sunscreen users still experienced sunburn despite using sunscreen.

Further research in 2024 revealed that 65% of women relied on parasols and other physical barriers to avoid sun exposure.

Based on these findings, Kao researchers hypothesized that consumers require a more comfortable sunscreen formulation to encourage proper application and reapplication.

Kao’s Bioré UV has teamed up with K-pop group Stray Kids for the “Sunlight is Your Spotlight” campaign, encouraging people to embrace the outdoors with proper UV protection while expanding Bioré UV’s global presence.

Kao aims to leverage Stray Kids’ global influence to promote the importance of sun protection and responsible sun awareness.

Kao’s Bioré UV Aqua Rich Airy Hold Cream showcases the company’s latest humidity-responsive sunscreen technology, which adapts to moisture levels using agar hydrogel capsules infused with UV absorbers and a water-retaining polymer in a water-based (oil-in-water) formulation.

Formulators tested the sunscreen under different humidity conditions and confirmed its adaptability.

They applied the new formulation and a conventional sunscreen to glass plates, then observed changes after drying at low humidity, spraying with water, and redrying.

The cream’s formulation expanded to approximately 175% of its original thickness when exposed to water and reverted to its original state after drying.

The research confirmed that sunscreen can absorb sweat and humidity and then release moisture to maintain comfort and prevent stickiness.

Kao also evaluated the sunscreen’s performance under varying humidity levels, ranging from 21% to 88%. 

At higher humidity, the formulation absorbed more than twice the moisture compared to traditional sunscreens, demonstrating its effectiveness in hot and humid conditions.

Meanwhile, Kao Corporation has launched its first SENSAI store in Indonesia at Sogo Plaza Senayan in Jakarta.

The new store offers an immersive luxury skincare experience, reflecting Indonesia’s affinity for Japanese skincare culture. 

This opening follows the introduction of Kao’s Molton Brown store in December 2024 at Ciputra World Surabaya. 

Kao’s Global Sharp Top Strategy aims to establish leadership in premium market segments through high-value offerings.

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