Sun and surf: Kao to relaunch sun care brand Allie with ‘ocean safety’ focus in 2022

Launched in 2000, Allie is a mass-market sun care brand from Kao that has been widely available in health and beauty retail stores around Asia.

On December 9, Kao announced that Allie was set for a relaunch, which would see a new line of products and a renewed focus on sustainability. In particular, the brand would now focus on ocean safety​.

The new Chrono Beauty range will be launched on February 12 next year beginning in Japan.

It would subsequently be rolled out to more markets including, Hong Kong, Korea, Malaysia, Singapore, Thailand and Taiwan. Additionally, it has been scheduled for a 2024 release in China.

This series of new products were designed to be ‘beach friendly’, said Kao. As part of this, the company developed the Chrono Beauty range to suit sunscreen regulations in certain countries, regions and beaches that have come into play recently with fears that some sunscreen ingredients could harm the marine ecosystem. Places like Hawaii and Thailand are examples that have issued such bans.

These controversial regulations have banned sunscreens containing chemicals that claim to be harmful to coral life, including oxybenzone and octinoxate.

CosmeticsDesign-Asia​ has previously reported​ that there has yet to be significant scientific proof that sunscreen ingredients were responsible for damaging coral reefs.

In terms of packaging, the new Allie sunscreens would utilise environmentally friendly materials such as biomass plastics and paper certified by the Forest Stewardship Council (FSC).

The brand said it would carry out a recycling programme for its past paper promotional materials, which it plans to collect and reuse.

In addition, the firm said it is planning to carry out environmental conservation activities to give back to the community.

For instance, it is planning to work with the Hawaiian Tourism Board to promote environmental conservation.

Kao added that it is planning to donate part of Allie product sales to support environmental conservation groups.

Sunscreen and more

The new products were also developed to meet the new consumer needs and concerns that have arisen in the last couple of years with the COVID-19 pandemic.

For instance, the products are mask-friendly with non-sticky, friction-proof, and waterproof properties.

Among the new line-up are Chrono Beauty Colour Tuning sunscreen, which offers the additional benefits of beautifying skin in addition to protecting it from ultraviolet rays.

The Colour Tuning sunscreens have a complexion correcting and pore-refining effect, which negates the need for additional face make-up such as foundation.

Allie had launched a sunscreen in Spring this year with similar functions to address the consumer shift away from make-up due to frequent use of protective facial masks.