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Kao Launches Bioré UV Athlizm

Lasting UV protection even in hot and humid weather*1

On February 9, 2019, Kao Corporation (Michitaka Sawada, President) will be releasing Bioré UV Athlizm Skin Protect Essence and Skin Protect Milk, the most advanced sunscreens in Kao's Bioré UV series*2 . 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.

  • * 1 Hot and humid conditions of 40°C and 75% humidity
  • * 2 Sun protection ratings of SPF50+ and PA++++ and long-lasting anti-UV effects even in hot and humid weather.

Aim of the release

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.

  • * 3 Confirmed in an 80-minute water-resistance test

Product names, volumes, prices

Product names Content by volume
Bioré UV Athlizm Skin Protect Essence 70g
Bioré UV Athlizm Skin Protect Milk 65ml

* Manufacturer's RRP not set.

Date of release, regions

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

Product features

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).

  • * 4 Confirmed in non-comedogenic testing. Note that comedones (the source of acne) may still arise or allergic reactions may occur in some people

Individual features:
Bioré UV Athlizm Skin Protect Essence
Moist-touch essence with a watery base. Its fresh texture spreads on the skin with a velvety smooth sensation.


Bioré UV Athlizm Skin Protect Milk
Silky-touch milk that glides on the skin with a smooth sensation. The oil-based sunscreen is light to the touch and without traces of stickiness.


◆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.

Athlizm: Naming, symbol colors, communication


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.

Theme colors


Red: Expresses the energy behind the drive to take on personal challenges in unfamiliar ways. A fighting and passionate spirit.


Black: Expresses strength filled with infinite potential. Strength, curiosity, and the power to move forward.


White: Expresses a self-confident ambition. Special, radiant, summit.


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.


Media inquiries should be directed to:

Corporate Communications
Kao Corporation

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