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Bees do a double take!
Shiseido's Water-boosted Sun Care Technology

World's first. Brought to you by Shiseido.

World's first!※1 Water lifts the sun care technology to the next level.

Even if a sunscreen is applied thoroughly on the skin, sweat and water reduce its effect and cause a sunburn…
Shiseido developed an unprecedented technology to address your concerns.

The world's first sun care technology "WetForce", Shiseido's innovative and proprietary technology, takes sun care technology to the next level. After it comes into contact with sweat or water, the layer of sunscreen on the skin becomes more evenly spread to give a better UV protection.

※1 Shiseido research using MINTEL database as of May 2014.

Does water really enhance the effect?
WetForce explained.

To visualize the effect, the base formulation with WetForce technology was tested.
The graph shows that immersing in water further enhances the formulation's UV protective effect.

Enhances the protective effect

Shine UV light on the skin and compare results.
in vivo,compared before and after soaking in water for 30 minutes.

To clearly show the WetForce effect, the test area was exposed to very intense UV light. It has solid sun protection effect before it comes in contact with water.

Effect on UV protection

Effect on UV protection

in vitro, compared before and after soaking in water more than 15 minutes.

How WetForce Technology Works

This is the first sunscreen formulation to successfully incorporate the "ionic mineral sensor" in its stable form. When combined with mineral ions, the ionic mineral sensor evens out the UV protective layer.
Negatively-charged ions in the sensor and the positively-charged mineral ions in sweat and water combine to form a strong ionic bond.
The bond makes the UV protective layer more even than when it was freshly applied, and enhances the UV protective effect.

How WetForce Technology Works

(Schematic view)

●Surface of sunscreen layer(before and after immersion in water)

No contact with water
In contact with water

●Why is evenly-spread layer of sunscreen preferable?

Sunscreen active ingredients include UV-protective components, which absorb or scatter UV light.
UV absorbers convert UV energy into various forms, including light and heat, which are harmless to humans. This helps reduce damage to the skin. Compared to the UV scattering agents, the UV absorbers are less likely to leave white residue on skin and have better texture.

The animated video compares the amount of UV energy reaching the skin surface, through both even and uneven UV-absorbing sunscreen layers※2.

※2 Let the incoming UV energy be equal to 100, and hypothesize that the UV energy-absorbing capacity of the layer containing sunscreen agent is 90% per unit thickness (represented by each tile in figure)

Even layer of sunscreen/Uneven layer of sunscreen

(Schematic view)

As shown above, with the same amount of UV absorbers applied to the skin, the net UV absorption effect in the evenly-applied sunscreen layer is much greater, helping to protect the skin.

With Shiseido's proprietary WetForce technology, your skin enjoys the UV protection – even when sweating or swimming!Shiseido's sun care technology stays on top of time.


Many insects flock to flowers. They find the nectar by locating the nectar guide, a color pattern on petals. Some nectar guides are invisible to human eyes.
The image on the left was taken by an optical camera. To human eyes, nectar guides are not visible on the petals of Jerusalem artichoke Helianthus tuberosus. To the contrast, the image of the same flower captured under a UV camera (on the right) shows there is a nectar guide in the center. The pattern was visualized by the absorption of the UV light. Because insects recognize the UV light as color, they are able to locate the nectar in such flowers.
We introduce our sunscreen technology and show its UV light-absorption effect in the video taken on a UV camera. It simulates the sight of honeybees – one of the most well-researched in the area of entomology.

Collaborative work with The Graduate University for Advanced Studies [SOKENDAI].

  • Photograph taken by optical camera

    Photograph taken by optical camera

  • Photograph taken by UV camera

    Photograph taken by UV camera

For detailed studies on insect chromatic vision, click here.