KAO Malaysia has just announced the release of its latest product, the Bioré GUARD Mos Block Serum. This innovative serum is designed with a special anti-landing technology that effectively deters mosquitoes from landing on the skin and feeding. The announcement was made alongside the global expansion of its GUARD OUR FUTURE project, aimed at safeguarding future lives from mosquitoes.
Our focus at GUARD OUR FUTURE is on cutting-edge product technology and formulation that offers a protective shield, effectively repelling mosquitoes and safeguarding people from mosquito bites. The Bioré GUARD Mos Block Serum made its debut in Thailand two years ago and has recently been launched in Singapore, Taiwan, and Hong Kong. As a part of the GUARD OUR FUTURE initiative, KAO Malaysia is teaming up with the Selangor State Government and Takeda Malaysia to carry out a range of activities focused on safeguarding the well-being of Malaysians from mosquitoes and the diseases they transmit, such as dengue fever.
“In light of the ever-changing global landscape and the emergence of new challenges, it is crucial that we actively pursue our ESG strategy, the Kirei Lifestyle Plan, to achieve a sustainable society while also improving our business and mitigating risks,” stated Masahide Nishida, President of the Skin Care Business at KAO Corporation, during the collaborative partnership between KAO Malaysia, the Selangor State Government, and Takeda Malaysia.
In 2023, we made significant progress in our efforts to achieve our Mid-term Plan 2027 (K27) and bring our vision of ‘Protecting future lives – Sustainability as the only path’ to life. Notable advancements have been made, such as the introduction of the new Bioré GUARD Mos Block Serum and the implementation of the GUARD OUR FUTURE initiative. This initiative brings together our innovative technology and important collaborations to protect lives in the future. The expansion of GUARD OUR FUTURE into Malaysia is especially significant, especially with the upcoming observance of World Dengue Day on June 15th.
KAO Finds a Harmonious Blend of Business and Addressing Social Challenges
Mosquitoes are responsible for the most fatalities worldwide. According to recent data from the German online platform Statista, approximately one million people lose their lives each year due to infectious diseases transmitted by mosquitoes. Even though the majority of these individuals are located in Africa, mosquito-borne infectious diseases continue to be a significant social concern in Southeast Asia. Children, in particular, are highly susceptible to dengue fever.
The GUARD OUR FUTURE project aligns with KAO’s comprehensive environmental, social, and corporate governance (ESG) strategy, known as the Kirei Lifestyle Plan (KLP). This plan sets forth ambitious goals for the future and provides a clear roadmap for KAO’s ESG initiatives, with a strong emphasis on meeting the needs of consumers. The KLP operates by strategically integrating ESG into KAO’s business, in line with the K27 objectives of addressing significant social challenges while pursuing business expansion and taking the lead in achieving a sustainable world.
Dengue fever has posed a significant societal concern in Malaysia and across Southeast Asia for an extended period of time. Furthermore, the expansion of mosquitoes’ habitats and the rise in cases of dengue fever have been attributed to factors such as global warming and urbanisation, according to Mr. Nishimaki Akira, President of KAO Malaysia. “In line with KAO’s dedication to its strategy, we strive to combine all efforts and build on the commitment of protecting our future by controlling and eliminating the dengue threat in 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.
| Product | Type | Amount of content | Price |
| Bioré GUARD Mos Block Serum | Fresh Lavender | 100g | RM24.90 |
| Sweet Blossom |
