ANESSA has been a suncare expert for over 30 years. According to Chiaki Tomita, Chief Brand Officer of Global Premium Brands at Shiseido:"Under ANESSA's 'Free to Shine: let people shine infinitely under the sun' brand purpose, we began providing special support for Xeroderma Pigmentosum (XP) patients in 2004, and then from 2018 we initiated education about UV rays and the importance of sunscreen in collaboration with preschools and elementary schools in Japan. We look forward to expanding these efforts through the ANESSA Sunshine Project to encourage children to play outdoors and enjoy the many holistic benefits."

ANESSA was created to provide UV protection that allows people to enjoy the benefits of sunshine, the ultimate source of life-giving energy. While the World Health Organization (WHO) recommends that children and adolescents between the ages of 5 and 17 get at least 60 minutes of physical activity per day (at least 7 hours per week)*2, the amount of time actually spent outdoors is declining in modern society. A survey*3 conducted by ANESSA in urban areas of China, Japan, Thailand and Vietnam found that less than 50% of children in these regions play outdoors at least 7 hours per week. According to Professor Akira Maehashi, M.D., playing 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 health throughout human life.

Going forward, the ANESSA Sunshine Project will address this growing need in modern society by helping children across Asia build a foundation for lifelong holistic well-being through nurturing experiences under the sun.

*2 WHO guidelines on physical activity and sedentary behaviour
*3 ANESSA's online survey about children's outdoor play, targeting parents in Shanghai, Tokyo, Bangkok and Ho Chi Minh City (100 respondents in each city) from February 15 to March 1, 2024


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Shiseido Co. Ltd. published this content on 14 May 2024 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 14 May 2024 02:07:08 UTC.