Japan: Shiseido develops sunscreen technology “that gains power through contact with water”
Tokyo-based cosmetics company Shiseido has developed a sunscreen technology that is claimed to amplify its protection through contact with water or perspiration.
According to a company release, the new technology, called Shiseido WetForce, interacts with the minerals in water and perspiration. As part of its R&D approach, the company said that it had 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 in turn resulted in the discovery of an Ionic Mineral Sensor, a technology that causes the minerals in water or perspiration to bond, improving the water repellency of the sunscreen.
The new technology is reported to create a more uniform, smoother and stronger UV shield upon contact with water or perspiration with a 20% (120%) higher protection than before water contact (100%).
WetForce technology will be incorporated in sunscreen products to be launched next spring in addition to other features already developed by Shiseido.