Kao Launches Bioré UV Athlizm

One of the changes to come with climate change in Japan is hotter and muggier summers with glaring sunlight. 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 outstandingly 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.
Two sunscreens are to be released: Bioré UV Athlizm Skin Protect Essence, a water-based, freshly textured product with a moist touch that leaves the skin with a smooth sensation, and Bioré UV Athlizm Skin Protect Milk, an oil-based product with a silky touch that glides on the skin with a light-weight sensation. Each is suited for both the face and body and is super waterproof^*3 , but washes off with soap. Both products provide the highest rated UV protection, SPF50⁺ and PA++++. Bioré UV Athlizm will support active life under the sun in summers to come.

February 9, 2019, throughout Japan. (Partial availability earlier at online shops.)

Shared features:
Withstands severe environments.1 Sunscreens of the highest grade^*2 .
- SPF50⁺, PA++++
- For both the face and body.
- Bioré's unique "durable outer skin" technology:
Protects vulnerable bare skin from UV as it covers the body with a thin and even UV-blocking film that adheres to the body like a second layer of skin. Confirmed to stay on even under very hot and humid conditions.
- Long-lasting "Tough boost" technology provides strong resistance against perspiration and chafing.
- Super waterproof (confirmed in water resistance tests lasting more than 80 minutes), but easily washes off with soap.
- Prevents from dryness with hyaluronic acid, Royal Jelly extract, and BG (moisturizing ingredients).
- Also usable as a makeup base.
- Formulated to inhibit acne (confirmed in non-comedogenic testing)^*4 .
- White floral scent (made from natural fragrances).

◆SPF, PA markings
The SPF and PA ratings indicate the effectiveness of sun protection products against UV-B rays and UV-A rays, respectively. Each is an internationally standard value determined by testing the skin after applying 2 mg of sunscreen onto to 1 cm² of skin surface. Consumers check the SPF and PA ratings for guidance when selecting products with sun-protective effects.

The name "Athlizm" is a hybrid of word "athletic" and the suffix "-izm" (derived from "-ism," referring to a system or belief).
The name expresses the spirit of bold people who are determined to take on challenges and have fun even in outdoor environments for long hours under the sun.

Expresses the spirit of bold people who are determined to take on challenges and have fun even in outdoor environments for long hours under the sun.