Shiseido recruits athletes to spread sun safety message

THE WHAT? Shiseido has unveiled its latest sun care campaign. J-beauty brand’s Sun on the Run initiative brings together 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 when the wearer sweats.

THE DETAILS According to a report by Business of Fashion, the athletes, including 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. summer.

THE WHY ? With the Olympic Games taking place this summer, sport will be in the spotlight and the athleisure trend has taken the beauty world by storm in recent years. Several beauty brands have partnered with famous sports figures to help market their products.