Translucent finish without a heavy, matte look. Blocks stickiness until night. New 'Primavista Sebum Off Clear Keep Powder' launch.

Kao Corporation's base makeup brand 'Primavista' will release 'Sebum Off Clear Keep Powder (includes case and puff, 1 type)' on Saturday, April 11, at drugstores, large supermarkets, and e-commerce sites nationwide. This product addresses the common concern that 'finishing makeup to suppress stickiness often leads to a heavy, cakey look,' by providing a long-lasting, translucent, and smooth finish that blocks stickiness until the end of the day. ■ Background of the Launch This product focuses on the relationship between those with significant sebum concerns (whether full-face or localized) and 'stickiness.' According to our research, approximately 30% of those with significant sebum concerns touch up their makeup more than twice a day. The primary trigger for these touch-ups is not visible shine, but the discomfort caused by stickiness, highlighting the importance of the 'anti-stickiness' function in face powders.※1 Meanwhile, we identified a reality where users struggle with a lack of translucency due to layering or heavy application intended to suppress shine and stickiness.※2 To address these sebum-related concerns, we are leveraging our long-standing expertise in sebum research to launch 'Sebum Off Clear Keep Powder,' which prevents a heavy, matte finish while maintaining translucent, smooth skin. It frees users from deep-seated stickiness concerns and achieves long-lasting, smooth skin. ※1 Kao research, December 2024, women, ultra-oily skin type, ages 20-39, web survey, n=100 ※2 Kao research, December 2024, women, comparison of all skin types vs. oily skin, ages 20-49, web survey, n=3,000 ■ Product Information Primavista Sebum Off Clear Keep Powder (includes case and puff) 1 type, 5.0g, Price: 2,200 yen (tax included) ※NPP (Non-Price-Point) adopted; displayed price is the reference retail price. 【Product Features】 Blocks stickiness and shine to prevent makeup breakdown. Maintains a translucent, smooth finish without looking heavy or matte.