Shiseido WetForce Suncare Collection

Shiseido has just launched a new generation of sun protecting skin care powered by WetForce, which is a world’s first sunscreen technology that becomes activated through contact with water or perspiration.

Announced in late 2014, the WetForce technology promises stronger UV protection, even when the skin is exposed to water or perspiration. Whilst reapplication of sunscreen is traditionally recommended on every 2 or 3 hours (or immediately after swimming, toweling off, or sweating) Shiseido’s WetForce technology allows the sunscreen to become even stronger upon contact with water or perspiration, by creating a soft shield that guards the skin against UV damage. In SHISEIDO’s research and development of WetForce, the brand focused on the minerals naturally contained in water and sweat. The brand’s research team discovered the new Ionic Mineral Sensor technology, which causes these minerals to bond and thus improve the water repellency of the sunscreen product.

In 2015, Shiseido is launching new sun care products that are no longer simply water resistant. The new WetForce range works in synergy with water to provide even better protection against UV radiation. In other words, the WetForce technology diminishes the dissolving property of water by using it to create a hydrophobic barrier that makes the sunscreen film on the skin more uniform, smoother, and stronger. The WetForce is effective on all kinds of moisture – fresh water, sea water, or perspiration – which makes it ideal for consumers who enjoy all kinds of outdoor activities.

In vitro tests have shown that WetForce technology causes a 10% increase in initial UV protection after immersion in water. This goes for all four SPF 30 and SPF 50 sun care protection products that have been launched recently. The formulas feature Super Veil UV 360 technology, which guarantees even application, optimizes sun protection, and boosts the action of anti-aging and anti-oxidant ingredients. The Profense Cell Complex is added to limit UV damage. To WetForce technology, a consumer should expose the applied area to water for 15 minutes or sweat for 30 minutes.

• Shiseido Ultimate Sun Protection Cream SPF 50+ WetForce - A formula designed especially for the face to prevent dehydration of the skin, while ensuring high sun protection. Broad spectrum UV protection helps reduce the appearance of photo-aging. A 50ml tube retails at $ 36.00

• Shiseido Ultimate Sun Protection Lotion SPF 50+ WetForce is suitable for both body and face. Its active ingredients prevent skin dryness, provide high sun protection, and feel comfortable and gentle on the skin. A 100ml tube retails at $ 40.00.