Turning UV Protection from a Duty into a Delight: How "Dual Blooming Mist UV" Balanced Functionality and Sensorial Appeal

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“fibona,” an open innovation program by the Shiseido Mirai Development Institute, creates beauty products that co-create “what doesn’t yet exist in the world”. By fusing extensive research insights from over 100 years of R&D at the Shiseido Mirai Development Institute with the unique ideas and technologies of startups and consumers, new products are born.
Launched in August 2026, “Dual Blooming Mist UV” is a daytime facial lotion that transforms UV care from an obligation into something people genuinely want to use. With its bi-phase colors, refreshing scent, and light, lotion-like texture, it unites performance with emotional appeal. We spoke with four researchers responsible for product planning, formulation, fragrance, and communication strategy to learn about the story behind its development.

Starting with “Wanting to Use It”: A New Approach to UV Care
— Could you please share your respective roles in developing “Dual Blooming Mist UV”?

Ayaka Nakagawa (Nakagawa):
I was in charge of product planning. My role was to propose the concept and general vision for the product, working closely with each member to determine the color, scent, and packaging design. Essentially, I drew the complete picture of what the final product would look like.

Shinnosuke Nakayama (Nakayama):
I led formulation development. My focus was on figuring out what technology could bring Ms. Nakagawa’s concepts and vision to life. I worked on refining the formula while ensuring both functional efficacy and product quality.

Kazue Hirabayashi (Hirabayashi):
I was responsible for fragrance development, designing a scent that complemented the product’s concept and visual colors. For this project, I also worked on communication strategy, focusing on the relationship between fragrance and mood.

Aya Fukui (Fukui):
My role was communication strategy—shaping the message we want to convey into a form that resonates with consumers. I worked with the team and regulatory specialists to gather data and evidence supporting the claims and descriptions of the product’s unique value.

— What is the core concept behind “Dual Blooming Mist UV”?

Nakagawa:
Many people feel that sunscreens are a chore because of drawbacks like white cast, a distinctive smell, or staining clothes. We wanted to create a UV care product that people actually look forward to using—one that is visually pleasing and delightfully scented. “Dual Blooming Mist UV” combines hydration and UV protection. It serves as a light, “one-mile” UV facial lotion tailored for everyday moments, such as stepping out briefly or taking a walk. Formulated with SPF20, it’s designed for easy daily use and reapplication. Rather than feeling like a heavy shield, it’s meant to be something you carry casually and spritz whenever needed.

— The outer box describes it as a “Daytime Facial Lotion (Mist Type).”

Fukui:
That’s right. Its look, feel, and scent are quite different from traditional sunscreens. To express that it feels like a regular lotion while still offering daytime UV protection, Ms. Nakagawa and I came up with the category name “Daytime Facial Lotion”. I believe it perfectly captures the unique value of this product.

A Bi-Phase UV Mist Co-Created by Human Expertise and AI

— We heard that the Shiseido Mirai Development Institute’s “Formulation Development AI” was utilized in this process.

Nakagawa:
We utilized an AI model trained on vast formulation insights accumulated by the institute over many years. Based on our idea of “adding UV protection to a bi-phase serum base,” we referred to the formulation suggested by the AI. Mr. Nakayama then fine-tuned that formula to perfect it into a commercial product.

Nakayama:
The top yellow layer provides UV protection, while the bottom pink layer provides hydration. Shaking the bottle before use blends the two layers, delivering both benefits simultaneously.

— Is the bi-phase design related to the product name “Dual Blooming Mist UV”?

Nakagawa:
Yes, “Dual” represents duality. Beyond combining hydration and UV protection, this product embodies multiple dualities: the co-creation of humans and AI, as well as functional and emotional value. “Blooming” reflects the idea of uplifting one’s spirits through use. Since it doesn’t look like a typical sunscreen, we added “Mist UV” at the end so people instantly recognize its UV-blocking benefits.

— The pink and yellow bi-phase colors and transparent bottle give it a vibrant, lovely feel.

Nakagawa:
The two shades were chosen with current color trends in mind. We wanted colors that match everyday fashion and make you feel happy just holding the bottle. To make it appeal to all genders, we incorporated feedback from internal interviews, where male colleagues noted that a subtle, pale cherry-blossom pink would feel comfortable to carry.
Since the color of the liquid is the main attraction, we kept the container and packaging design clean to highlight it. Placing a label on the bottle felt too overpowering, so we retained only the signature fibona glitch accent on the cap. The outer box also features a side cutout so the bottle inside is visible. We hope using it in public sparks conversations like, “What’s that?”

— What does the number “010” printed on the product signify?

Nakagawa:
I wanted to visually represent the boundary between the two layers like a water surface. When you look at “010” sideways, the two “0”s represent the upper and lower layers, and the “1” in the middle looks like the dividing line. I also really liked the rhythm of the sequence “01-010.”

Nakayama, Hirabayashi, Fukui:
Wow, really? That’s news to us! (laughs)

Nakagawa:
It’s a secret detail! (laughs)

Fragrance Design Focused on Positive Emotions

— The product also leverages emotional science research from the Shiseido Mirai Development Institute, correct?

Hirabayashi:
Sensorial/emotional science at our institute explores how cosmetics affect the mind and body—such as inducing relaxation or brightening mood. As part of this field, we have conducted aromatherapy and aromachology research for many years. Having been involved in fundamental research in this field, I wanted to apply those findings to actual product development.
Aligned with the concept of “enjoying UV protection rather than seeing it as a duty,” we incorporated research insights on skin gas components emitted during positive emotional states into the fragrance design.

— Specifically, what kind of fragrance profile were you aiming for?

Hirabayashi:
In short, a scent completely unlike conventional sunscreens. We created a profile that matches the visual colors of the product. The top notes open with bright, tropical fruity aromas like apple, cassis, lemon, and passionfruit. The middle notes transition into elegant floral-herbal tones of rose, cherry blossom, and sage, settling into soft base notes of woody-creamy and musk.
In bi-phase formulations, component interactions can sometimes suppress the fragrance release. We repeatedly adjusted the formula through discussions with the team so that the intended scent unfolds beautifully when shaken.

Fukui:
While there is so much rich research behind the fragrance, regulatory limits restrict what can be explicitly claimed on cosmetic packaging. Working with Ms. Hirabayashi, we distilled the essence of the scent into the phrase: “Gently refreshes your mood.”

The Challenge of Balancing Color, Scent, and Functionality Simultaneously

— What was the most challenging aspect of developing this bi-phase UV mist formula?

Nakayama:
Our institute didn’t have extensive prior experience developing mist-type UV protection, and combining a bi-phase mist formulation with UV functionality was a brand-new endeavor. With no precedent, we had to establish our standards for safety and quality assurance from scratch.
Technically, stabilizing both the colors and the scent was difficult. With delicate, sheer colors, even slight variations are noticeable. On top of that, we needed to add fragrance, hydration, and SPF performance. A light, watery mist makes achieving functional efficacy harder compared to creams or gels. Therefore, we combined the AI-generated proposals with our long-standing human expertise in UV protection.

— So you didn’t prioritize one element over another?

Nakayama:
Every element was equally crucial. Beautiful color alone or a pleasant scent alone wouldn’t maximize the value of this product. Of course, UV protection, hydration, and texture were just as essential. Enhancing one feature often compromises another, making it easy to fall into trade-offs. Achieving everything simultaneously without setting priorities was the hardest part.
Reflecting on value beyond function, we realized that the feeling of “wanting to use it” was key, and that’s what we set out to achieve.

— What preparations were needed to accurately communicate its functional benefits to consumers?

Fukui:
Communication strategy is about highlighting a product’s appeal while building solid supporting data. To market it with UV protection claims, data backing up SPF and PA values is essential. Once a formula is finalized, evaluating UV defense at specialized testing agencies takes several months before the SPF value is certified. We planned development backwards from that timeline.
Initially, we were positioning it primarily as a sunscreen, but midway through, it shifted to a “Daytime Facial Lotion,” which required gathering additional evidence for its moisturizing lotion claims. Within a tight development schedule, we chose the most efficient paths to prepare the necessary data alongside ongoing development.

— Finally, who would you like to see use “Dual Blooming Mist UV,” and how do you hope to build on this experience?

Nakayama:
I hope this serves as a catalyst for expanding new possibilities in UV care. From a formulation perspective, I want to apply the know-how gained here to future developments. fibona starts with the concept of being “unfinished.” We look forward to receiving customer feedback after launch—both the positive aspects and areas for improvement—and incorporating it into future products.

Fukui:
I hope people who are busy every day—like myself—will use it. It looks lovely sitting near the entrance, is easy to apply quickly, and smells great. Even on hectic days, it offers a quick moment to lift your spirits while taking care of UV protection. It would be wonderful if it becomes that kind of presence.

Hirabayashi:
Scent-driven skincare experiences in UV protection are still rare. Beyond refreshing your own mood before going out, I hope people share it with others—saying “Look at this cool product!”—and use it together. It would be great if it fosters social connections.

Nakagawa:
“Dual Blooming Mist UV” is a product born precisely because of fibona, crafted with deep attention to scent, color, and sensory experience. I truly want people who feel UV care is a chore to try it. I believe cosmetics offer value not just through function, but also through how they make you feel and the experience they provide. Through this product, I want to see if we can go beyond conventional UV care and deliver emotional, sensory value as a core benefit.

Text: Ikumi Tsubone Photo: Yuko Kawashima Edit: Kaori Sasagawa