No more sticky situation: Nivea-Kao fills gap in sweat care category with new product targeting the neck

Launched under Nivea-Kao Co Ltd​’s 8X4 brand, the Aroma Switch Cooling Neck Gel is slated to be released on February 10 solely for the Japanese market.

Based on a survey conducted by the company in August 2022, armpits ranked first, followed by the neck and legs respectively, in terms of areas where consumers want to prevent sweat and “sticking to the skin”.

Among the 91 respondents, 67% were concerned or slightly concerned about neck sweat in daily life, saying that they have “no choice but to tie their hair” on hot days.

“Sweat on the nape of the neck becomes a concern when temperatures rise and humidity is high. When you wear your hair down, it tends to trap moisture and sweat. As it is uncomfortable to feel stuffiness around the neck and have hair stuck onto the area, many people have no other option than to tie their hair.​

“​While there are numerous sweat care products in the market for the armpits and legs, there are still very few products that specifically target the neck. ​Hence, we thought that a new countermeasure that has not been offered by existing products was needed,”​ Nivea-Kao told CosmeticsDesign-Asia​.

The 8X4 Aroma Switch Cooling Neck Gel contains sweat-absorbing smooth powder (silica). When the soft gel is applied, it blends into the skin and creates a dry veil to prevent hair from adhering to the neck, eradicating the sticky sensation.

Other main ingredients include menthol and menthoxypropanediol, which react with sweat to create a cooling effect.

Importantly, the product is formulated with an undisclosed functional fragrance that interacts with skin metabolites to release a fresh scent whenever the user begins to sweat.   

“Not only does the scent last for a long time when you use it in the morning, but it also re-emerges every time you sweat, wrapping you in a refreshing scent. Details of the covering effect of this functional fragrance is a trade secret.”​

Travel-inspired scents​

Besides the new gel format, the Aroma Switch series also consists of spray and roll-on versions.

While the neck gel is categorised under cosmetics, the spray and roll-on are registered as quasi-drugs for their antiperspirant function.

According to Nivea-Kao, the spray is particularly suited for use on the armpits, decolletage and back, while the roll-on is best applied on armpits.

The three scents in this product range, all of which are made with essential oils, are inspired by cities and scenes from overseas to “make users feel like they are travelling”.

Specifically, the Paris Bouquet Scent boasts a blend of sweetness from pear and freshness of peony to embody the happy feeling of receiving flowers from a loved one.

The Manhattan Linen Scent comprises accents of iris and white musk to replicate the scent of freshly washed sheets; and the Island Blossom Scent has a citrus-centric scent resulting from tropical flowers, such as plumeria and jasmine, to exude a beach resort vibe.

Dressed in pastel colours and paired with a pink gold cap, each tube of the 8X4 Aroma Switch Cooling Neck Gel can be used up to about 50 times.

“It comes in a size convenient for carrying in a pouch, so consumers can easily use it at work, in school, during commute, or any situation where they are concerned about sweat around the neck.”​

The range will be available at drugstores, homeware stores, and supermarkets across Japan.