Japanese consumer goods manufacturers have launched a wave of new sunscreen products aimed at men this year, as a severe heatwave continues to grip the nation. These products are designed with a focus on smooth, non-greasy textures to increase their appeal to male consumers.
The move comes as temperatures in many parts of Japan remain persistently high, making protection against harmful ultraviolet (UV) rays more urgent than ever. Manufacturers are seeking to break down the psychological barriers many men have toward using sunscreen, often due to the sticky or uncomfortable feeling it leaves on the skin.
Instead of traditional creams, many new products are developed as sprays, gels, or liquid lotions that are easy to apply and absorb quickly. Brands are also emphasizing simple, masculine packaging without flashy designs, while marketing campaigns highlight superior sun protection and suitability for men's outdoor work schedules.
Many products also include moisturizing ingredients to protect skin after sun exposure, catering to the growing skincare needs of urban men. Experts note that this trend not only reflects climate change but also signals the expanding market for men's personal care products in Japan.
