Af­ter The Sun

No mat­ter how dili­gent you are with your sun­care pro­tec­tion, you will al­ways miss a spot. But a new tech­nol­ogy is about to put an end to this.

Harper’s Bazaar (Malaysia) - - Contents - By Li Ying Lim.

Fact: two out of five women ac­tu­ally ap­ply sun­screen re­li­giously be­fore head­ing out­doors. Myth: one ap­pli­ca­tion de­liv­ers all the pro­tec­tion needed against skin cancer risks and harm­ful, age­ing UV rays. In fact, there is more bad news: “It is dif­fi­cult for an ap­pli­ca­tion film to suf­fi­ciently cover the epi­der­mis due to the to­pog­ra­phy of the skin, which re­sults in gaps be­tween the layer of sun pro­tec­tion and the skin. This al­lows UV rays to pass through the sun­care bar­rier and reach the skin sur­face,” ex­plains Yousuke Ikebe, global sun­care re­searcher for Shi­seido. In other words, you are still tak­ing a chance with the sun un­less you block its rays with an um­brella or a cap.

That said, no woman wants long sleeves on a b beach hol­i­day. “With pre­vi­ous sun­care prod­ucts, it was w dif­fi­cult to com­pletely pro­tect you from f UV rays, and it was gen­er­ally acce ac­cept­able to have tiny ‘UV leaks’. This is why we al­ways rec­om­mended us­ing UV-pro­tect UV-pro­tec­tive cloth­ing along with the use of sun­care prod­ucts,” pr he shares. Cloth­ing that will now b be a thing of the past.

Ikebe di­vulges: “Re­cently, Shi­seido suc­ceede suc­ceeded in de­vel­op­ing an SPF mea­sure­ment de­vice called SPF Mas­ter and an in-vitro test­ing method us­ing an ar­ti­fi­cial skin film to test the re­sults ofUV of UV ex­po­sure. The big­gest in­no­va­tion was that through this new tech­nol­ogy, we were able to dis­cover Su­perVeil-UV 360, which ac­com­mo­dates the skin’s nat­u­ral to­pog­ra­phy, pog­ra­phy, or unev un­even tex­ture, and has suc­ceeded in re­duc­ing the leaks of slight light UV U rays to a min­i­mum.”

Truly a world first, this break­through raises the bar for sun­care tech­nol­ogy. “We have newly cre­ated and com­bined com­plex in­gre­di­ents, which not only re­spond to the signs of age­ing cur­rently vis­i­ble but also con­trol fac­tors that may in­hibit fu­ture healthy skin func­tion,” re­veals Ikebe, re­as­sur­ing us the sun­screen will still al­low the skin to “breathe” even though it cov­ers so per­fectly.

First on the im­pres­sive list of in­gre­di­ents is rose ap­ple leaf ex­tract. “We have been re­search­ing the ef­fect of UV rays on the skin for years with a fo­cus on the ef­fect that UV ex­po­sure has on DNA. In this re­search, we have dis­cov­ered that rose ap­ple leaf ex­tract pre­vents UV dam­age by con­trol­ling the gen­er­a­tion of free rad­i­cals through a unique anti-ox­i­da­tion ef­fect, thus con­trol­ling the chain re­ac­tion ox­i­da­tion process.” In ad­di­tion to that, nat­u­ral re­me­dial ex­tracts in Pro­fenseCEL such as sax­ifrage con­trols melanin syn­the­sis, while clara ex­tract keeps in line the en­zyme that breaks down elastin. Fi­nally, sophora an­gus­ti­fo­lia root con­trols DNA dam­age.

With all that, one would hardly ex­pect its tex­ture to be so light and quickly ab­sorbent, leav­ing be­hind no residue. Ikebe as­sures that, ap­plied at the end of a beauty regime, “this pro­tec­tor is hardly dis­turbed by per­spi­ra­tion and se­bum, and con­forms to tiny ridges on the skin.”

Shi­seido may have set a new bench­mark for sun­care, but don’t ex­pect the com­pany to rest on its lau­rels. “We can see sun­care be­com­ing an even more im­por­tant part of ev­ery­day life with the evo­lu­tion of UV pro­tec­tion. Don’t be sur­prised to some­day see tech­nol­ogy that can al­ter UV rays and ac­tu­ally turn them into some­thing good for the skin in the fu­ture,” says Ikebe. Now that would be sun­care worth wait­ing for.

Shi­seido UV Pro­tec­tive Stick Foun­da­tion SPF 36 PA+++, RM100

Shi­seido Per­fect UV Pro­tec­tor SPF 50+ PA++++, RM130

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