KAO Malaysia has today announced the availability of its new Bioré GUARD Mos Block Serum, formulated with a unique anti-landing technology to prevent mosquitoes from landing on the skin to feed. The announcement was made in conjunction with the expansion of its GUARD OUR FUTURE project globally to protect future lives from mosquitoes. GUARD OUR FUTURE is centered on innovative product technology and formulation that provides a cover protection shield, keeping mosquitoes away from people's skin and thus preventing mosquito bites. Bioré GUARD Mos Block Serum, was first introduced in Thailand two years ago and launched in Singapore, Taiwan and Hong Kong this year.  As part of the GUARD OUR FUTURE project, KAO Malaysia will collaborate with the Selangor State Government and Takeda Malaysia in a series of activities aimed at protecting the lives of Malaysians against mosquitoes and mosquito-borne diseases like dengue fever.  

“With the global landscape evolving rapidly and presenting new challenges, it is increasingly important that we drive forward our ESG strategy the Kirei Lifestyle Plan to realise a truly sustainable society while enhancing our business and minimising risks,” said Masahide Nishida, President Skin Care Business, KAO Corporation at the collaborative partnership between KAO Malaysia, the Selangor State Government and Takeda Malaysia. “In 2023, we accelerated efforts towards our Mid-term Plan 2027 (K27) to realise our vision of ‘Protecting future lives — Sustainability as the only path’. Some key progress includes the launch of the new Bioré GUARD Mos Block Serum as well as the GUARD OUR FUTURE project which combines our unique technology and key partnerships to save future lives, the expansion of GUARD OUR FUTURE into Malaysia is particularly timely considering the upcoming World Dengue Day observation on the 15th of June.” 

KAO Strikes a Balance between Business and Solutions to Social Issues

Mosquitoes are the deadliest creatures on the planet; and according to 2022 data from the German online platform Statista, one million people die annually from mosquito-borne infectious diseases. Although most of these people are on the continent of Africa, mosquito-borne infectious diseases remain a pervasive social issue in Southeast Asia, with children in particular being vulnerable to dengue fever. GUARD OUR FUTURE project is in line with KAO's environmental, social, and corporate governance (ESG) strategy, the Kirei Lifestyle Plan (KLP), which describes ambitious goals for the future and provides a detailed direction for its ESG activities, with a focus on consumers. The KLP works by embedding ESG strategically into KAO’s business, pursuant to K27 goals on resolving key social issues while striving for business growth and leading the way in realising a sustainable world. 

“Dengue fever has been a major societal issue not only here in Malaysia but also throughout Southeast Asia for many years. Additionally, global warming and increasing urbanisation have also widened mosquitoes’ habitats and increased occurrences of dengue fever year on year,” said Mr. Nishimaki Akira, President of KAO Malaysia. “As part and parcel of KAO’s commitment to its strategy, we aim to synergise all efforts and expand on the promise of GUARD OUR FUTURE in containing and eradicating the dengue menace to our communities.”

In line with KAO's commitment to solving social issues according to its vision to protect future lives, its Bioré brand offers a lineup of products that protects skin from a variety of environmental stress factors; based on the idea that the skin is the “human interface” that connects people to other people and to society and that is a part of everyday life. Based on the idea of applying an additional, protective layer on the skin’s surface, Bioré offers a range of skin protection guarding against environmental stressors like UV rays, intense heat and infectious diseases.  

KAO will promote GUARD OUR FUTURE project to achieve its future commitment, with the goal of becoming an essential company in a sustainable society through company-wide endeavors to protect future lives. The new Bioré GUARD Mos Block Serum is a mosquito repellent based on a repellent technology that makes the skin surface repulsive to mosquitoes causing them to fly away before biting it - the goal is not to kill mosquitoes, but to reduce the infection caused by mosquitoes by protecting the skin. This product is representative of KAO's commitment to solving social issues according to its vision to protect future lives.

GUARD OUR FUTURE in Malaysia

In Malaysia, dengue cases have increased significantly, with 123,133 cases reported in 2023 —marking an 86.3% rise compared to the previous year. Dengue-related deaths also increased by 78.6%, with the highest concentration of cases in Selangor. In the first quarter of 2024, there were 41,565 reported cases and 28 deaths attributed to dengue fever complications, showing a rise compared to the same period in 2023.

To kick off GUARD OUR FUTURE in Malaysia, KAO Malaysia has pledged to match a donation of the newly launched Bioré GUARD Mos Block Serum units with the number of active dengue fever cases in the state of Selangor in 2023. This will add up to over 61,080 units of the product worth RM15.90 per 50g unit, amounting to RM971,172 in total. The donated units will be distributed till June 2025 at all activities in conjunction with GUARD OUR FUTURE, including programs and campaigns related to dengue that will be implemented by the Selangor State Government together with related agencies and departments. This implementation will be carried out in stages starting in July 2024.

“The Selangor State Government through the Selangor State Public Health Committee will implement the Dengue Prevention Program in Selangor with KAO (Malaysia) Sdn Bhd by providing education and exposure to the public about the dangers of dengue fever. We will also be sharing preventive measures that need to be carried out following the increase in dengue fever cases in the State of Selangor,” said YB Puan Jamaliah Binti Jamaluddin, Public Health and Environment EXCO, Selangor State Government. 

“As part of this programme, we will organise educational workshops and gotong-royong activities around Selangor together with KAO Malaysia along with the distribution of Bioré GUARD Mos Block Serum to all participants. The Selangor State Government welcomes cooperation with the private sector in public health programmes as a strategic step to increase the literacy level of the local community towards more effective and efficient public health care. This public-private partnership is also in line with the Selangor State Government’s commitment in ensuring the health of the people of Selangor,” added YB Puan Jamaliah. 

From today until December 2024, GUARD OUR FUTURE will engage with the community through various means including:

• MoA signing with the Selangor State Government and MoU signing with Takeda Malaysia  
• Awareness talks about the dangers of dengue fever and ways to prevent and reduce transmission, in addition to community engagement in 50 selected schools 
• Three community clean-up sessions in selected dengue hotspots in Selangor state 

About Bioré GUARD Mos Block Serum’s Product Technology 

The new Bioré GUARD Mos Block Serum is a mosquito repellent based on a repellent technology that makes the skin surface repulsive to mosquitoes. Focusing on the actions of mosquitoes when they land on the skin, KAO has developed a non-greasy mosquito repellent with a light texture similar to body lotion that can expand widely and provide coverage on skin, as if having protection skin shield to protect from mosquitoes. 

The product protects against mosquitoes without being sticky and is as comfortable to apply as serum. By preventing mosquitoes from landing or staying on the skin at all, the technology’s mechanism differs from that of conventional insect repellents which typically uses volatile active ingredients consumers may be sensitive to such as diethyltoluamide (DEET) or Picaridin. 

The new Bioré GUARD Mos Block Serum offers up to 8 hours of protection and will be available in two delightful fragrances (Fresh Lavender and Sweet Blossom) at a Recommended Retail Price of RM24.90 for a 100g tube. Bioré GUARD Mos Block Serum will be available for purchase at major pharmacies and retailers nationwide. 

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