[Extreme Summer Heat | Kao BRCC Proposal] Cool Rhythm Touch: 65.3% Simplify Skincare; Quick Care Becomes the Norm. Introducing Sustainable Skincare Techniques.

During the record-breaking extreme heat, people often experience discomfort such as sweat and stickiness, and skin conditions change. In this context, changes in skincare habits have been observed, with many people opting for quick routines.

A survey conducted by the Kao Beauty Research & Creation Center (Kao BRCC) during the extreme heat period found that 65.3% of respondents had simplified their skincare in the past month.

Simplified routines often involve reducing the number of products used or adjusting usage amounts to skip steps. The background for this includes reasons such as "wanting to finish skincare quickly due to the heat" (43.3%), "it was too troublesome due to the heat" (36.0%), and "feeling skin discomfort (stickiness/greasiness) after skincare" (22.5%). Interviews also confirmed that heat and discomfort make people want to finish skincare quickly.

These results suggest that during extreme heat, incorporating工夫 (contrivances) that allow for sustainable routines is more important than thorough care. Based on this, Kao BRCC proposes the "Cool Rhythm Touch" method, which is easy to incorporate into daily life.

65.3% Experience Skincare 'Simplification' During Extreme Heat

Hard to Continue Even When Aware: Over 60% Shift to Quick Skincare
When asked about skincare over the past month, 65.3% of respondents answered they had simplified it. By working environment, the rate was high for both outdoor workers (67.2%) and indoor workers (63.9%), revealing that many people simplify their care.

Simplification focuses on saving time, reducing usage, or omitting usual items. People are performing skincare within an acceptable range during the heat and busy times. Differences by work environment were also seen; outdoor workers simplified by "not spending time" or "not performing care after showering/bathing" to avoid heat and sweat. Indoor workers were more likely to prioritize convenience, such as "reducing usage amounts."

This simplification is backed by the burden felt during skincare due to heat. Top reasons included "wanting to finish quickly" (43.3%), "troublesome due to heat" (36.0%), and "discomfort after skincare" (22.5%). In addition to the heat itself, discomfort after application is clearly a factor.