Sun Screen Revolution by Shiseido ! {CONCOURS}

Those who follow me for a long moment are not aware that I am very fond of technological innovations in care. And if there is one area in which it was noted considerable progress, these are solar products. Who could have imagined a sun oil there are only five years? There are two years, we would not have thought it possible to "climb" up to SPF 50, it's now something done. That year, it's Bioderma that struck hard with his  Hydrabio, thermal water SPF 30  (attention, it is the city in protection, but by no means of protection on vacation). 

SHISEIDO: NEW SOLAR POWER WET

But if you look at these changes - which are pretty amazing - you'll see that they concern only changes in the dosage of the products: we managed to incorporate sunscreens in highly liquid textures, but it remains a about texture. Now what offers Shiseido, goes well beyond that! For the first time, it goes to the very concept of UV protection: Solar who are active in water and perspiration! 

Yes, you are not dreaming. Still, it was my old dream to keep my sunscreen out of the water and not be forced to pass each time by the infernal cycle "wet skin - sand - drying - pelluchage sand - reapplication of the cream Solar ". Not to mention those who practice water sports on holiday (this is by making windsurfing for 2 hours that I always took the biggest sunburn, yet I was supposed to be protected), and those with children.

But how sunscreen can be activated in the water then? To understand this, one must first know why conventional sunscreen is not effective in water, even in regard to solar textures waterpoof . Water is a natural solvent and dissolves in part (however small it may be) any substance that comes into contact with it. This is exactly what happens for conventional sunscreens, they migrate into the water from your skin to the surface of the water. We are therefore far less well protected and therefore it is necessary to reapply your sunscreen after swimming (this is indicated on the packaging, the same for waterproof solar). The same for sweat, hence the famous within 2 hours (purely indicative, but good). Apart from the fact that our skin is much less well protected against UV rays, there is another major concern that occurs when one is in water: the ecological concern for all these sunscreens that float on the surface Water prevents UV penetrate, or they are essential to the process of photosynthesis without smelling marine (and therefore wildlife indirectly) is doomed.In some parts of the world that already is a real problem and, ultimately, it will really have to find a solution. 

It took 10 years of research Shiseido laboratories to develop the Wet Strength technology . This technology is inspired by martial arts that teach us that we must use force his opponent to our advantage. In the case of solar soluble in water, it will transform the negative side asset. And if I talk about the negative side, in the literary sense of the word!

The water and perspiration, contain magnesium & calcium ions (molecules which have the positive charge). By dissolving, the molecule becomes negatively charged, becoming a magnet for positively charged molecules (ions). Shiseido integrated in the formulas of its suncare ionic minerals sensors so that the fusion reaction (negative and positive charge attract) is transformed into a hydrophobic ionic chain (impenetrable to water). To put it in a more down-to-earth, in contact with water the formula Shiseido active solar, science operates and an invisible film created on the surface of the skin. A film completely waterproof so. 

In addition to this incredible performance at the effectiveness of sunscreen in the water and perspiration, there is another bedchamber a bit unexpected. This invisible film forms a kind of micro "pressure" to better leave the cream layer on the skin. Ultimately, clinical trials to support it, in contact with water the UVI protection increases by 10% (instead of falling!). 

I see some varnish "but I have a SPF 50 +++, how it can increase by 10% something that is greatest?". So be aware that the European regulation is ultra slow ...! This is pure bureaucracy and hard, and necessarily they always put a few years before govern technological advances. So since such regulation is for everyone, it requires all producers of solar products to exactly the same record on their products. So even though it has proven that the formula in water activates and becomes more efficient (measured based) is still not possible to claim it. The same for the SF 50 and SPF 50 +++ which, for now, will not move. Shiseido can not unfortunately by claiming certain things, but if it was assumed that the law was evolving at the same pace as science and technology, we probably could indicate that this formula (in the absence of mechanical friction which "breaks" well heard this invisible film) can be active for much more than the famous 2 hours. 

This new formula is present in all solar Shisiedo (face and body formulas, each available in SPF 30 and 50), and is indicated by the presence of the words "Wet Strength" on the packaging: