Kao's Bioré UV and Stray Kids: A Global Suncare Campaign Unites Music and Sun Protection

In an exciting new development, Japanese personal care giant Kao Corporation's leading suncare brand, Bioré UV, has partnered with South Korean K-pop group Stray Kids for a global campaign titled "SUNLIGHT IS YOUR SPOTLIGHT." This collaboration aims to encourage people worldwide to enjoy outdoor activities while empowered by high-performing, lightweight UV protection formulated for everyday use.

Stray Kids, known for their unique musical creativity and global influence, boasts an impressive 31 million followers on Instagram. This partnership aligns with Bioré UV's commitment to driving innovation in sun protection and reaching a broader consumer base worldwide. The campaign is set to launch in April 2025 in more than 15 countries and regions, including Hong Kong, Indonesia, Japan, Malaysia, Singapore, Taiwan, Thailand, the United Kingdom, the United States, Vietnam, and more.

As a prominent brand in sun protection, Bioré UV plays a key role in Kao's Global Sharp Top Strategy. This strategy aims to establish leadership in important market segments by providing high-value products. By partnering with Stray Kids, Bioré UV can expand its reach beyond the Asian market to the U.S. and U.K., supporting Kao's growth objectives and driving innovation in sun protection.

Mitsutoshi Kamiya, Vice President of Health Beauty Care - Asia (Int'l) Business at Kao Corporation, expressed his enthusiasm for the collaboration: "We are thrilled to welcome Stray Kids as the faces of our new suncare campaign. Their global appeal, passion, and drive for excellence align with our values at Bioré UV. Stray Kids has overcome numerous challenges in the competitive music industry, stepping into the spotlight and continuing to shine on a global stage."

The "SUNLIGHT IS YOUR SPOTLIGHT." campaign will feature an anthem film and visuals, showcasing a dynamic blend of visuals and videos. This global campaign will roll out across Bioré UV's official social media channels and select retail locations worldwide. By emphasizing the benefits of proper sun care and empowering individuals to confidently enjoy the outdoors, Bioré UV and Stray Kids aim to inspire people everywhere to prioritize effective UV protection and enjoy the sun with confidence.

In conclusion, the partnership between Bioré UV and Stray Kids brings together the worlds of music and sun protection, creating a global suncare campaign that encourages people to enjoy outdoor activities while empowered by high-performing, lightweight UV protection. This collaboration supports Kao's Global Sharp Top Strategy and contributes to Bioré UV's growth objectives by expanding its reach, driving innovation, and reaching a broader consumer base worldwide.