SUMMIT, N.J. — Neutrogena is touting the introduction of two new sun protection products featuring the first sunscreen filter approved by the U.S. Food and Drug Administration in more than a quarter-century.
The new Cloud-Tech sunscreens — Neutrogena Clear Face Sunscreen SPF 60 and Neutrogena Ultra Sheer Daily Face Sunscreen SPF 70 — feature the newly approved technology utilizing bemotrizinol (BEMT).
"Cloud-Tech was inspired by the K-beauty sunscreens consumers love and the experience they increasingly expect from daily sun protection," says Chris Riat, global brand leader for Neutrogena. "This launch reflects how we are challenging outdated expectations and delivering the high-level protection consumers need in a formula they will want to wear every day."
This advancement comes as people seek stronger protection and a better experience that would make daily facial sunscreen use more appealing, according to the brand, which notes that higher-SPF sunscreens often require more filters, which can create heavier textures and a less comfortable finish, leading some consumers to underapply or avoid them altogether.
Advantages conferred by Cloud-Tech technology include:
• Comprehensive coverage: BEMT drives higher UVA protection, achieved via the combination of BEMT with existing filters in Neutrogena's proprietary Helioplex360 technology.
• Weightless feel: Inspired by the filter used in K-beauty sunscreens, BEMT delivers a weightless, invisible texture that feels like a soft cloud on skin. The formulas are fast-drying and provide a silk finish for sunscreen that feels and blends like skin care.
• Clinically proven ingredients: For the first time, Neutrogena is combining sunscreen with ingredients like its patented micro-peptide technology and niacinamide to address targeted concerns such as signs of aging and acne-prone skin.
