Triple threat: Shiseido unveils ‘perfect’ sunscreen that strengthens with heat
The Perfect Protector will be released worldwide under the company’s eponymous brand from May 2020 onwards.
The new SHISEIDO sunscreen is result of the company’s latest research and development efforts into sun protection technology released in October 2019 known as HeatForce Technology by the brand.
According to the company, this ultraviolet (UV) protection evens out when heat from the sun heats the skin surface temperature to 37°C.
This is key as it claims that sunscreen formulas are most effective when they are molecularly uniform.
In addition to this new technology, the new sunscreen is also equipped with the firm’s proprietary tech known as WetForce Technology.
The company claims that it interacts with water or perspiration to create a more uniform UV shield on the skin and boost UV protection by about 120%.
It was developed in 2014 by Shiseido and debuted a year later as the WetForce Technology in SHISEIDO’s sun protection range.
New shield tech
The Perfect Protector is enhanced with the firm’s exclusive SynchroShield Technology, which is a combination of HeatForce Technology and WetForce Technology
“SynchroShield Technology combines WetForce Technology with HeatForce Technology. As a result, it has evolved into a sunscreen that protects the skin from strong ultraviolet rays by using heat, sweat and water,” said the company in a statement.
The resulting water-resistance formulation can also deflect pollutants from the skin, Shiseido claimed.
“It has a high water-resistant effect and a function that makes it difficult for particles such as dust to reach the skin.”
Despite the strength of the water resistance, Shiseido stressed that the sunscreen has a light, non-sticky texture and can be easily removed with regular soap.
According to Shiseido, The Perfect Protector is made up of more than 50% of skin care ingredients.
It contains ingredient which help to suppress visible damage caused by UV rays, such as wrinkles, dark spots and skin dullness.
It also features its NatureSurge Complex which protects skin from urban pollutants that cause oxidation.
Blue beauty
According to the company, the new sunscreen is also aligned with the Shiseido blue project which was launched last September.
Under the initiative, the company partners with WSL PURE, the non-profit arm of the World Surf League (WSL) to conduct beach clean-up activities.
Shiseido claims that The Perfect Protector’s extremely water-resistance veil is less likely to pollute ocean waters compared to its non-water-resistant sunscreens.
To cut down on waste, the company has also packaged the sunscreen in a carton made from recycled paper and reduced its informational paper inserts.
