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Kao Launches Curél Deep Moisture Spray for Entire Body, A New Moisturizing Spray for Dry, Sensitive Skin

Kao Corporation (President: Michitaka Sawada) will be releasing a new face and body moisturizing spray for dry, sensitive skin sufferers on April 11, 2020. The Curél Deep Moisture Spray [quasi-drug] will be positioned as the flagship product of the Curél brand, launching first in Japan before quickly rolling it out to the rest of Asia to accelerate the brand's global growth.
Kao will promote "Yoki-Monozukuri" from an Environmental, Social, and Governance (ESG) perspective with the Curél brand, committing to enriching the lives of people with dry, sensitive skin. (Kao defines Yoki-Monozukuri as a strong commitment by all members to provide products and brands of excellent value for consumer satisfaction.)

Background of the Product Launch

Curél is a global skincare brand that provides total care for dry, sensitive skin, from the face and body to the scalp. Since its launch in Japan in 1999, the brand has now become the No.1*1 skincare brand for sensitive skin. Curél has maintained this status for five consecutive years by offering products specifically developed to cater to the needs of customers suffering from dry, sensitive skin.
A survey conducted by Kao in Japan in 2018 showed that approximately 50% of participants felt their facial skin was sensitive and about 45% felt their body skin was sensitive, indicating an increasing trend. The survey also revealed those with dry, sensitive skin suffered from dryness not only in one specific area, but in multiple areas such as the arms, legs, back, and belly, throughout the day.
Kao will therefore be launching a new face and body moisturizing spray under the Curél brand for those who constantly suffer from dry, sensitive skin throughout the day or all year round. The product provides a moisturizing effect with the convenience of an easy spray application, enabling "anytime, anywhere skincare" for daily use.
Among Curél's wide range of products, this spray is chosen as the flagship product to be speedily rolled out in Asia to accelerate the brand's growth not only domestically, but also worldwide. Kao will increase its overseas sales ratio to approximately 50% of the brand's total sales by 2025.

  • * 1 Market share by sales value by series in the INTAGE SRI surveys on sensitive skincare market conducted from Jan. 2015 to Dec. 2019.

Product Features

The Curél Deep Moisture Spray [quasi-drug] is a moisturizing spray that offers Ceramide Care*2 to those with dry, sensitive skin. It can be used anytime, anywhere, and on any area of body when the skin feels rough or dry. It contains an anti-inflammatory agent (active ingredient) that prevents rough skin. Additionally, new technology that micronizes ceramide functioning ingredients*3 (moisturizer) was developed and adopted as a new manufacturing method in order to put it in a spray format. Its Micro Moisture formula allows the fine ceramide functioning ingredients*3 to deeply penetrate the skin (stratum corneum), keeping the skin soft and moisturized with a single spray. The spray application enables easy moisturizing care for every corner of the body, including hard-to-reach areas such as the back and lower back. The product can be used after a bath, on top of makeup, or whenever the skin feels dry during the day. It is gentle enough for children's delicate skin, and is equally effective on men's thicker skin.

  • * 2 Replenishes the function of ceramide and retains moisture.
  • * 3 Cetyl-PG Hydroxyethyl Palmitamide

Product Overview

There will be no suggested retail prices.

Product Name, Size, and Content Product Features
Deep Moisture Spray

Product Name:
Curél Deep Moisture Spray A

3 sizes (60g / 150g / 250g)
For dry, sensitive skin that is prone to roughness and dryness
Easy-to-use moisturizing spray for the entire body
- Prevents rough skin by means of an anti-inflammatory agent (active ingredient)
- Ceramide Care: Replenishes the function of ceramide and retains moisture
- Micro Moisture formula: Fine ceramide functioning ingredients*3 deeply penetrate
the skin (stratum corneum) and keep the skin soft and moisturized with a single spray
- Contains a moisturizing ingredient (eucalyptus extract)
- May be used on the entire body including hard-to-reach areas like the back and lower back
- Moisturizes face and body anytime and anywhere throughout the day
- Hypoallergenic formula for dry, sensitive skin
・ Mild acidity ・ Fragrance-free ・ Colorant-free
・ Alcohol-free (no ethyl alcohol) ・ Allergy tested*4
・ Patch tested on volunteers with dry, sensitive skin*4
[Patch test: A skin test to check irritability to the skin]

*3 Cetyl-PG Hydroxyethyl Palmitamide
*4 This does not guarantee that the product will not cause any allergic reaction or skin irritation to all users.

Launch Date

Japan: April 11, 2020 (The product will be pre-sold in selected online stores on February 26, 2020.)

  • * After its launch in Japan, the product will be rolled out in other markets in the order of the scheduled launch through the following channels: Kao Taiwan, Kao Singapore, Kao Hong Kong, Kao Vietnam, Kao Malaysia, Kao Thailand, and Kao China.

Retail Outlet in Japan

Drugstores, mass merchandisers, selected online stores, etc.

About Kao

Kao creates high-value-added products that enrich the lives of consumers around the world. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen in annual sales. Kao employs about 33,000 people worldwide and has 130 years of history in innovation. Please visit the Kao Group website for updated information.

Media inquiries should be directed to:

Corporate Communications
Kao Corporation


This release is a translation from the Japanese version.

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