Kao Launches Humidity-Responsive UV Sunscreen Technology in Response to Shifting Climate Conditions

Kao Corporation has introduced a new product to its Bioré UV line: the Bioré UV Aqua Rich Airy Hold Cream. This sunscreen features the company’s innovative humidity-responsive technology, designed to adapt to varying moisture levels, preventing stickiness in humid conditions and dryness in air-conditioned spaces.

The launch comes in response to rising temperatures and humidity in Japan, which have led to increased complaints about sunscreen stickiness. A 2019 survey by Kao revealed that over 90% of sunscreen users experienced sunburn despite using sunscreen. Additionally, a 2024 study showed that 65% of women relied on parasols and other physical barriers to avoid sun exposure. Based on this feedback, Kao researchers aimed to create a more comfortable sunscreen that would encourage consumers to apply and reapply sunscreen adequately.

The new sunscreen offers SPF50+/PA++++ protection and contains moisturizing ingredients like hyaluronic acid and a vitamin C derivative.

In a global campaign, Kao’s Bioré UV has partnered with K-pop group Stray Kids for the “Sunlight is Your Spotlight” campaign, aiming to inspire proper UV protection and expand the brand’s global reach. The campaign will launch in April 2025 across 15 countries, including Japan, the US, and the UK, featuring short films and social media content. The Bioré UV Aqua Rich Airy Hold Cream will be available in March 2025 in Japan, followed by releases in Thailand, Hong Kong, and Taiwan later in the year. While it won’t initially launch in the US and UK, these markets will play a significant role in the campaign to raise brand awareness and educate consumers on sun care.

Kao’s innovative sunscreen technology integrates agar hydrogel capsules with UV absorbers and a water-retaining polymer in a water-based formula. This formulation forms a protective film on the skin that adapts to environmental humidity levels. The capsules disintegrate during application, creating a smooth, light texture that liquefies under pressure, while the water-retaining polymer helps maintain a breathable, moisture-rich barrier on the skin.

Testing showed the sunscreen’s adaptability to varying humidity levels. When exposed to moisture, the product’s thickness increased and then returned to its original state, proving its ability to absorb and release moisture to prevent stickiness. User trials conducted in humid weather found that over 70% of participants reported feeling comfortable throughout the day while using the sunscreen.

This new product underscores Kao’s commitment to creating effective, comfortable sun protection solutions that meet the needs of modern consumers facing fluctuating climates.