Shiseido sunscreen’s UV protection enhanced after water contact

By Andrew MCDOUGALL contact

- Last updated on GMT

Shiseido sunscreen’s UV protection enhanced after water contact
Shiseido claims to have developed a sunscreen that actually enhances UV protection once in contact with water or perspiration.

When exposed to the sun it is normal for one to sweat or fancy a dip in the pool, but this often poses a problem as we may have just applied our sunscreen.

Japanese cosmetics firm Shiseido has been actively pursuing stronger UV protection technology that maintains its performance even when exposed to water or perspiration, and has developed WetForce sunscreen technology.

The claim is that it is the first ever sunscreen that interacts with the minerals in water and perspiration, becoming more uniform, smoother and stronger upon contact with water or perspiration, creating a more uniform UV shield, with about 120% higher protection effect.

R&D

Shiseido says it started its study into minerals by asking “what if water contact could improve the performance of a sunscreen film applied to the skin, actually enhancing the UV protection effect?”

In its research and development, the company focused on the relationship between minerals, such as the calcium ions and magnesium ions in tap water, sea water, perspiration, and the components that make up the film in sunscreens.

This resulted in the discovery of an Ionic Mineral Sensor, a technology that causes the minerals in water or perspiration to bond, improving the water repellence of the sunscreen, and making the sunscreen film on the skin more uniform with a higher protection effect.

Incorporated into products

Shiseido scientists see vast possibilities for WetForce, and they are exploring more UV protection products that incorporate it, to help people in all areas, with all types of skin, enjoy active lives outdoors, even under the strong summer sun.

The WetForce technology will be incorporated in sunscreen products to be launched next spring.

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