Shiseido drafts in athletes to spread sun safety message
THE WHAT? Shiseido has unveiled its latest sun care campaign. The J-beauty brand’s Sun on the Run initiative features six athletes, collectively called the ‘Ultimate Sun Pros’, to demonstrate the attributes of its latest sunscreen launch: Ultimate Sun Protection Lotion SPF60+, which is designed to perform better as the wearer sweats.
THE DETAILS According to a report published by the Business of Fashion, the athletes, which include pickleball player Anna Leigh Waters, golfer Lily He, climber Colin Duffy and breakdancer Victor Montalvo, will tour with the brand throughout the spring and summer.
THE WHY? With the Olympic Games taking place this summer, sports will be in the spotlight and the athleisure trend has taken the beauty world by storm over the last few years. Several beauty brands have teamed up with famous sports personalities to help market products.
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