SUMMER has officially begun in the Philippines and together with the hotter (and humid) temperatures (and water shortages), protecting one’s skin from the sun is really important, that’s why American skincare brand Kiehl’s has come out with two new items expanding its suncare line, with one made especially for Asian skin.

“Recently a lot of the growth is coming from Asia and, in fact, right now, Southeast Asia [in particular] is one of the regions to watch out for. That’s why [Kiehl’s] is creating different products that are more suited for the humid weather,” Joan Hwang, Kiehl’s Philippines senior product manager told BusinessWorld during the launch on March 20 at Ascott Makati.

before the launch, Kiehl’s already carried the Ultra Light Daily Defense SPF 50++++ sunscreen (P2,725 for 30ml) but Ms. Hwang noted that many Asians have oily skin and need a lighter formulation. Enter the Ultra Light Daily Defense Aqua Gel SPF 50 PA++++ (P2,100 for 30ml/P3,100 for 60ml).

Like the original, the new formula also offers UVA (premature aging and wrinkles) and UVB (burning) protection and “forms a protective barrier on the surface of the skin to prevent oxidative stress from environmental aggressors,” said a press release.

The new sunscreen also has the pollution protector present in the Aqua Gel variant.

Another suncare product launched during the event was the Activated Sun Protector (P2,100/150ml). If the Ultra Light sunscreens are perfect for daily use and under makeup (because everyone should incorporate sun protection into their daily skin care routines), the Activated Sun Protector is perfect for those going to the beach or other outdoor adventures.

The formula is made for both face and body, is water-resistant and sweatproof, and has SPF 50 PA++++. It also contains Vitamin E and is coral friendly.

Note that even if sunscreens are said to be waterproof and sweat-proof, one must reapply every two hours to ensure proper protection.

“Before, sunscreen was highly seasonal — people (would) only use it during summer — but we also noticed that the interest in sunscreens is moving past summer because people are becoming more and more educated about how important it is to use it on a daily basis,” Ms. Hwang said.

DOING THEIR OWN ONLINE THING
Last year, Kiehl’s entered the online shopping space by selling products on Beauty MNL, a Philippine online beauty and lifestyle e-commerce site, and while Ms. Hwang said that it proved successful, the brand wanted to do its own thing and sell the products itself online.

“We’re gonna do our own project soon. When we sold products on Beauty MNL, I think it was more of we were trying our hand at it first. Now that we know how it works, it makes sense for us to do it on our own,” Ms. Hwang said.

She explained that one of the key advantages Kiehl’s has over other beauty brands is its personalized beauty consultation which allows skin care specialists to examine a customer’s face and recommend products tailored to their needs. They also give out samples so customers can try before they buy, because Ms. Hwang acknowledges that it is an investment.

“But you can’t really do that [in Beauty MNL] so we wanted to recreate the entire Kiehl’s experience on our own online,” she explained.

She said they expect that the new online shop will be up by the second half of the year.

The Ultra Light Daily UV Defense Aqua Gel will be available in all Kiehl’s stores nationwide starting April 15 while the Activated Sun Protector is now available. — Zsarlene B. Chua

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