The suncare brand belonging to the Shiseido group has just announced the launch of a program aimed at Asian children. Launched in China, Hong Kong, Indonesia, Japan, Korea, Macau, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam, the Sunshine Project aims to encourage young people to have fun outdoors, while protecting themselves from the sun.
The aim of the Anessa brand is not to demonize the sun, but to educate consumers about the need to enjoy it with care.
Thus, the Sunshine Project is an initiative that aims to promote outdoor activities while providing educational content for families (parents and children).
“While the World Health Organization (WHO) recommends that 5-17 year-olds get at least 60 minutes of physical activity a day, the amount of time actually spent outdoors is declining in modern society,” explains the brand. “A survey carried out by our teams in urban areas of China, Japan, Thailand and Vietnam showed that less than 50% of children in these regions play outdoors for at least seven hours a week. According to Professor Akira Maehashi, M.D., being outdoors promotes balanced physical, emotional, social, intellectual and spiritual growth, strengthens the autonomic nervous system and stimulates inspiration and spontaneity, all of which are essential for lifelong health. Our aim is to help young people reconnect with outdoor activities, while being properly protected.”
