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About 30% of People Struggle with Dry Skin, the Power of NIVEA Body's First "Adsorptive Moisturizing Formula" that Doesn't Let Moisture Escape
The tagline "Dry skin care is a long battle." resonates deeply with many, especially with the new product from NIVEA-KAO, medicinal body milk "NIVEA Repair Expert." Two types have been released for dry skin and very dry skin, featuring actress Rinko Kikuchi in the TV commercial, who struggles with dry skin all year round.
In this article, we investigated the background of the development of the high-function body care item "NIVEA Repair Expert," its formula features, and body care needs by skin types.
About 30% Struggle with Body Dryness! The Rising Demand for High-Function Body Care
It’s been four years since a new product has been released from NIVEA Body. Can you tell us about the background of this year's release?
IshikawaIn recent years, the body care market has been on an upward trend, especially the demand for high-function body care is increasing. It can be said that users are habitually engaging in body care, but this is largely due to the reality that many people are dealing with issues of body dryness.
Our research revealed that 30% of people are troubled with skin dryness, flakiness, and roughness, specifically concerned about dryness in areas such as elbows and heels. This led to the development of "NIVEA Repair Expert."
"NIVEA Repair Expert" is a high-function line, but what sets it apart from other NIVEA Body series?
Ishikawa"NIVEA Repair Expert" was developed with a focus on those who struggle with dryness, particularly those who are sensitive to stickiness from body care products.
Interestingly, those with deep dryness issues tend to find stickiness uncomfortable. They are more likely to feel friction from clothing, which can be irritating to the skin.
With "NIVEA Repair Expert," the formula has been designed to minimize stickiness compared to previous NIVEA Body products. Additionally, thanks to our new technology, the "Adsorptive Moisturizing Formula," moisture effectively stays on the skin's surface and within the stratum corneum, providing lasting hydration.
A Unique "Adsorptive Moisturizing Formula" that Balances Rich Moisturization & Smoothness
Please explain in detail about this new technology, the "Adsorptive Moisturizing Formula."
MasanagaThis formula is designed based on the condition of dry and very dry skin. It’s a milk that spreads easily and creates a cosmetic film that adheres to the skin’s surface while retaining moisturizing ingredients in the stratum corneum, thus ensuring long-lasting moisturizing effects.
While it is easy to add plenty of moisturizing ingredients to enhance moisture retention, this can lead to increased stickiness and poorer spread. However, by carefully selecting oily components and optimizing the balance of raw materials, we achieved both a pleasant feel and effective results.
"NIVEA Repair Expert" is offered in a pump format for user-friendliness and ease of ongoing care, but a certain level of low viscosity is necessary for pump types.
Developing a formula that meets the contradictory characteristics of being a milk yet providing a cream-like feel and moisture was quite challenging.
The "NIVEA Repair Expert" series is a quasi-drug product that includes anti-inflammatory agents and various moisturizing ingredients. What was the background behind selecting these components?
MasanagaThe "Nivea Repair Expert" series is formulated based on years of experience and knowledge in providing various body care products for consumers in Japan.
When the skin's barrier function is weakened, it becomes more prone to dryness. As dryness further decreases the skin's barrier function, even slight external stimuli can easily cause inflammation.
As active ingredients, the "Medicated Body Milk" for dry skin contains dipotassium glycyrrhizate, while the "Medicated Extra Body Milk" for extremely dry skin includes stearyl glycyrrhetinate. Each anti-inflammatory ingredient was selected based on the severity of dryness concerns.
Using these anti-inflammatory components, the "Medicated Body Milk" prevents flaking and dryness, while the "Medicated Extra Body Milk" addresses rough skin and cracks.
Additionally, to create a protective film on the skin that shields it from external irritants while preventing moisture loss, highly refined olive oil and petrolatum are included. Ingredients such as isomerized sugar, ceramide E, and high-purity glycerin are used to maintain skin hydration.
To Solve Dryness Concerns for the Body, Year-round Care Habits Are Necessary
Body care tends to see heightened demand especially in autumn and winter, but based on your insights, do you believe body care is also needed in spring and summer?
IshikawaWhile the reality is that the autumn and winter market is significant, we want to promote year-round body care. In recent years, we have experienced prolonged heatwaves, which means many people spend a lot of time indoors with air conditioning. This creates an environment where skin drying due to air conditioning is more likely to occur.
Moreover, during summer, there are also concerns about skin damage from ultraviolet rays, particularly in urban areas, where the heat island effect tends to cause higher temperatures and lower humidity. Sudden changes in temperature are also said to contribute to poor circulation, increasing the risk of skin roughness.
It’s important to practice body care not only during harsh seasons like autumn and winter when dryness is a concern but to engage in adequate moisturizing care beforehand to mitigate the risk of skin dryness. I believe that making year-round body care a habit is beneficial.
From your insights, please tell us about the necessary body care for normal, dry, and extremely dry skin.
MasanagaThe skin exposed to air tends to dry out easily. Even areas covered by clothing can still experience irritation from friction. It is essential to continue personalized moisturizing care that considers the season, current skin condition, and preferred texture.
For normal skin, it is crucial to retain moisture and prevent it from escaping. Moisturizing care is necessary to ensure the moisture retention capacity remains effective.
Dry skin indicates that the ability to maintain moisture is weakened. It is recommended to incorporate products formulated to retain moisture.
Extremely dry skin not only has diminished water retention but is also in a dehydrated state. Therefore, it is essential to use products that effectively provide and preserve moisture.
Regardless of skin type, it is essential to avoid harsh scrubbing, neglecting UV care, and unhealthy habits. Please make an effort to adopt healthy lifestyle practices along with year-round body care.
High-performance body milk that can be selected based on skin concerns like dry and extremely dry skin: the "Nivea Repair Expert" series. Having tried it myself, I found that my particularly dry heels and shins became smooth and have maintained a hydrated state. I encourage you to try the dryness solutions offered by NIVEA-KAO.
PROFILE
Yuichi Ishikawa
NIVEA-KAO Business Unit 1 Marketing Group Senior Marketer
PROFILE
Azusa Masanaga
NIVEA-KAO Research Institute Researcher
Text by Rie Sugita (TSUKUYOMI)
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