Cool Down Summer Sunburn! Proposing 'Hiyashi Asmy,' a New Skincare Habit of Cooling and Replenishing Ceramide

Kinari Inc. (Headquarters: Shinagawa-ku, Tokyo; President: Risashi Yamamoto) proposes 'Hiyashi Asmy,' a skincare habit that cares for adult sensitive skin in summer, from its sensitive skin aging care brand 'Asmy.' By cooling recommended items, such as the popular 'Asmy Sensitive Lotion,' in the refrigerator, it provides a cooling sensation that comfortably calms down summer-heated skin. This is the perfect beauty method for the season. The 'Hiyashi Asmy' campaign will be held on the official website starting June 1, 2026 (Mon). [Background] Prolonged Intense Heat and 'Stress' on Skin In recent years, Japanese summers have become longer and harsher, with temperatures exceeding 30 degrees Celsius starting from June. External stressors such as strong UV rays, high temperature and humidity, and temperature differences between indoors and outdoors cause 'stickiness' and 'inner dryness,' which can lower the skin's barrier function. Skin with a disrupted barrier function is prone to fluctuations and can accelerate aging signs such as lack of firmness and dullness due to dryness. Therefore, Asmy proposes cooling lotions and creams in the refrigerator to comfortably cool down summer skin. We suggest a skincare routine that uses the physical effect of cold to tighten the skin and fill it with fresh moisture. HOW TO USE 1. Prepare in the Refrigerator: Place the lotion, essence, and cream in the refrigerator. 2. Hand Press after Feeling the Chill: Take the chilled lotion in your hands and slowly wrap your face with it. Then, enjoy applying the chilled essence and cream in order. 3. Intensive Pore Care: For areas where pores are particularly noticeable, such as around the nostrils or cheeks, soaking a cotton pad with the chilled lotion for a 'cooling pack' is also recommended. Tips for Different Scenes - 'Crisp' Tightening Habit for Awakening Skin: Applying chilled lotion to skin upon waking helps clear up a puffy morning face. - 'Cooling' Down Skin Exposed to Sunlight: On days when you have accidentally been exposed to the sun, gently hand-press with chilled Asmy. - As a Reward After Bathing: The moment you apply chilled lotion after bathing, when your body temperature is raised, is a blissful time. Staff Usage Reviews - 'Instead of applying with palms, take one push of lotion on your fingertips, place it on your forehead, high points of your cheeks, and chin, then spread it all at once in a straight line for a pleasant cooling feeling!' (Staff K) - 'I sometimes do skincare with my child (5 years old), and watching them apply it happily while saying 'It's cold!' has become a time for communication.' (Staff O) - 'It is especially pleasant to use after bathing on days when I have been outdoors all day and feel my skin is flushed!' (Staff W) - 'After applying the lotion once, I further soaked a cotton pad with the lotion and placed it on my cheeks like a toner pad, which allowed me to experience the cool sensation twice!' (Staff I) ◇ Do not store items other than Sensitive Lotion, Sensitive Essence, and Sensitive Cream in the refrigerator. We have confirmed that these three items can maintain stable quality even when stored in a refrigerator. ◇ Please store them in a bag inside the refrigerator if possible. ◇ Once you have cooled them, keep them in the refrigerator until used up. ◇ Do not put them in the freezer or the chilled compartment. ◇ Return them to the refrigerator immediately after use. ◇ Tighten the cap properly. ◇ Be careful not to accidentally ingest them. ◇ If it does not suit your skin, discontinue use.