‘Wearable’ skin care: Curél taps into Fine Fiber tech to strengthen global position in derma category

On February 20, Kao Corporation announced that Curél will launch two products which use its Fine Fiber technology​ to combat severely dry skin. The firm describes the new products as “a new skin care method for intensive moisture care.”​

The Fine Fiber technology by Kao creates a barely visible film on the skin with the help of a handheld electrospinning device developed by electronics firm Panasonic.

This technology was first applied​ to two of Kao’s luxury beauty brands, SENSAI and est, and the response from consumers motivated the company to democratise it.

“We have received overwhelming feedback from customers with severe skin dryness who have highly praised the moisturising effects of the technology,”​ said Shinnosuke Matsukura, brand manager of Curél.

“This feedback has encouraged us to shift our focus from the ultra-premium anti-ageing segment to the derma skincare segment for a more targeted approach to delivering solutions for severe skin dryness,” ​he told CosmeticsDesign-Asia.​

As one of Kao’s strategic global brands, known as G11, Curél is a key asset. Bringing this technology to Curél and the derma category is in line with Kao’s global strategy.

“Curél is a brand well-known in Japan for its effective treatment of dry and sensitive skin. By leveraging its strong reputation in the Japanese derma skin market, the company aims to strengthen its position in the global derma skin care market,”​ said Matsukura.

“This move is in line with Kao's Global Sharp Top Strategy, which aims to become the global leader in providing innovative brands and solutions that meet the needs of customers and improve their quality of life.”​

New and improved

The new launch on April 4 will introduce the latest iteration of the technology.

While earlier renditions required a two-step care regime starting with the application of a dedicated nourishing essence before diffusing the veil, Curél managed to simplify the application by developing a beauty essence with the new “bleed-out technology”.​

According to the firm, this was “a process for filling the spaces between the ultra-fine fibres of the veil with moisturising ingredients to nourish the skin.”​

“In simple words, the new technology can improve the skin's natural moisturising process, even for those with dry and sensitive skin. Enveloping the skin with an ultra-fine veil prevents the evaporation of moisture and allows the hydrating ingredients to evenly spread and reach into the stratum corneum for an extended period. When applied as the final step in the evening skin care routine, this moisturising effect works overnight to result in firmer, more supple, and smoother skin by morning.”​

Matsukura noted that the results of using this skin care system have been presented at academic conferences.

The new offerings from Curél will include the lotion, Outfit-for-Skin Potion (JPY6,000), as well as the handheld diffuser, Veil Creator (JPY29,000).

In comparison, in 2019, SENSAI’s Biomimesis Veil lotion and diffuser launch was priced at JPY8,000 and JPY50,000 respectively. Additionally, this system also required the use of an additional essence (JPY12,000).

Matsukura to us that the firm was able to reduce its prices all thanks to the advancement of the technology since 2018.

“The factor behind the lower price lies in technological advancement. The enhanced version of the Veil Creator can diffuse the fibres at low voltages,”​ said Matsukura.

More applications possible

The firm has previously conducted various studies to determine the potential of Fine Fibre technology and has discovered applications in both skin care​ and makeup.​

Last year, the firm also developed a new type of fine fibre membrane for a sheet format, eliminating the need for the diffuser to spray the product on.

This was launched in the US last November under the name re/cover and it is used in combination with a serum to treat eczema.
Matsukura emphasised Kao’s belief in the potential of this technology.

“In the future, we plan to explore opportunities in the medical field. This includes providing care after laser treatment and contributing to the treatment of skin diseases that cause damage.”​