TOKYO, Japan: Japanese consumer goods makers have rolled out a new wave of UV protection products targeting men this year as scorching heat persists across the country, emphasising smooth and non-sticky textures to appeal to male consumers, Kyodo News reported.
Although sunscreens have traditionally been marketed as unisex, manufacturers are now trying to tap into the expanding market by offering products that address body odour and provide moisture using tea extracts amid increasing interest among younger, middle-aged and older men in maintaining healthy skin.
In March, cosmetics maker Shiseido Co. launched the Anessa Multi-Control UV Sunscreen Gel, a 40-gram product designed for use after cleansing, at a suggested retail price of 1,628 yen (USD10).
The gel provides a light and smooth feel even on men’s skin, which tends to be oilier than women’s. It also functions as a toner and moisturiser, allowing users to simplify their daily skincare routine with a single product.
Osaka-based beauty product maker I-ne Co. also released a medicated UV all-in-one gel for use after washing the face under its men’s total-care brand Murphy.
The 60-gramme product, priced at 2,750 yen, has a lightweight texture, skincare serum benefits and a unique fragrance technique that helps cover up sweat-related odours.
Meanwhile, Suntory Wellness Ltd., a subsidiary of beverage company Suntory Holdings Ltd., introduced the Varon UV Air Protector in May. The product contains extracts of oolong tea and Uji tea. The 50-gram product, priced at 3,300 yen, contains sunscreen ingredients coated with a dry powder to prevent a sticky feel and helps condition dry skin affected by UV rays.
The sunscreen “has been selling well, particularly among men in their 50s and 60s”, said a salesperson at a Sogo & Seibu Co. store in Yokohama, near Tokyo.
A survey by Suntory Wellness showed the number of men who take care of their skin in 2026 was about 10 to 15 per cent higher than in 2022, with particularly strong growth among those in their 40s and 50s.
According to the survey, the increased use of online meetings has led to people seeing their own faces more often.
The growing prevalence of extending the retirement age and reemployment after retirement is also believed to be increasing awareness of the importance of looking clean and well-groomed. – BERNAMA-KYODO
