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PROP S
TYLIST: GOZDE EKER
Shiseido’s Ultimate sun pro
te
c
tion
lotion keeps UV r
a
ys
at
bay,
with
out th
e
gr
ease
Photogra
p
h
b
y
ill
n
d
e
rso
n
Many sunsc
reens be
gin to fade once
you get
wet, but
not the updated
Ultima
te sun
p
rotection lotion fro
m
Shisei
do
($40 for 3.3 luid oun
ces).
We
tF
or
ce
,
h
t
e
Japanese ski
n-care
co
mpany’s latest
innovation,
uses negative io
ns to bond with
the positive one
s in water to
create a pow
erful UV barri
er.
The SPF 50
+ covera
ge stretches
up
to 80 minu
tes—the standard
for water-resi
stant suns
creens—
but it
s moistu
ri
zi
ng power wor
ks
fa
r longer.
THE COMPETITION
• La Roch
e-Posay is
lauded
for eschewi
ng
oxy
ben
zone,
the
chemic
al recently
ban
ned in Hawaii for its
connection to coral reef
damage. The Anthel
ios
ultra light SPF 50
($33.50 for 1.7
l.
oz.)
is efecti
ve,
if a bit
sti
cky-feeling.
• E
ver
yday SPF 50
sun
screen ($32 for
7.5 l. oz ). from 10-year
-
old Supergoop!,
a
Texas-based
innovator
,
is silky, hy
dratin
g,
and not g
oopy a
t all.
• The
lightweig
ht
Kie
hl’s S
uper Fluid d
aily
UV
def
ense ($38
for
1.7 l.
oz.) has
a smooth
consis
tency.
THE B
O
TT
OM
LINE
Shi
seido’s invisible
for
mula, no-mes
s
applicati
on,
and h
igh-
per
formance coverage
elevate it above the rest.
The lotion contains
none of the commonly
used sunscreen agents,
such as zinc oxide or
titanium dioxide, that
leave white
streaks on
you
r arms
an
d legs
.
Instead,
it applies clear
and smooth and absorb
s
rapidly. Tha
t, along
with i
ts subtle, gender-
neu
tral fragrance,
mak
es this highly sweat-
resistant sunscreen
especially diicult fo
r
act
ive types to resist.
$40;
shiseido.com79
THE ONE
Bloomberg Pursuits
Month 00, 2018