The Anessa Day Serum was developed in response to the new habits that have emerged because of the COVID-19 pandemic. Namely, the increased awareness of skin care and lifestyle changes such as remote working.
With consumers increasing their investment in skin care, parent company Shiseido saw an opportunity to develop a sun care product that people would “want to use every day” regardless of the environment.
The result was a sunscreen developed in a serum format that simultaneously protected and improved the appearance of the skin.
According to Anessa, its upcoming launch features Sun Dual Care technology. This tech, which is based on spirulina extract, claims to protect the skin from ultraviolet rays (UV) while utilising sunlight to improve the physical appearance of skin.
This same technology was featured in the Urban Environment mineral sunscreen from Shiseido’s eponymous flagship brand.
Previously in 2021, Anessa had released a limited-run sunscreen that consisted of active ingredients that claimed to brighten the appearance of skin, noting that multifunctional products were becoming more imperative.
In addition to the Day Serum, Anessa will also be debuting three more sunscreens – a sun care milk, gel and spray – which features its new Auto Booster Technology.
With this new technology, the sunscreen formula can strengthen its protective ability when it reacts to moisture in the surrounding air, making it perfect for use in hot and humid weather.
Shiseido has previously developed several sun care technologies including HeatForce Technology, which reinforces the protective film when it interacts with heat.
The new products are set to debut from February 21 onwards and will be available across its sales channels, including 20,000 retail stores and Shiseido’s own e-commerce platform Watashi Plus.
Building back up
Established in 1992, Anessa is one of Shiseido’s key brands and is available in Japan and across Asia, including China, Korea, Indonesia, Thailand and Vietnam.
Anessa has maintained its position as the number one sun care brand in Japan for 21 consecutive years, according to data from the Intage Nationwide Retail Store Panel Survey.
Despite its strong position in the market across Asia, the brand was hit by the COVID-19 pandemic. By the end of the 2020 fiscal year, the brand’s net sales had fallen by 24%.
In 2021, the brand saw improvements despite the disturbance caused by the COVID-19 Delta variant. According to Shiseido’s latest 2021 third-quarter results, Anessa’s year-to-date net sales had improved by 9%.
This was the result of year-round marketing campaigns and attention-grabbing collaborations, as well as the release of new products such as the aforementioned skin brightening sunscreen and the sensitive skin range.
