One of the natural ways humans protect themselves from the heat is sweating. Wind plays a key role in regulating body temperature: convection and evaporation. Because evaporative cooling utilizes sweating, it’s effective even in high temperatures. Now, a convenient tool for preventing heatstroke has been released: fan-equipped workwear. Fan-equipped workwear is equipped with a small, battery-powered fan. It efficiently promotes sweat evaporation and cools the body through evaporative cooling. Wearing fan-equipped workwear lowers skin temperature throughout the body and also suppresses heart rate increases. The fan’s noise level has also been improved to be inconspicuous. Even if you wear fan-equipped work clothes every day, your monthly electricity bill will be reasonable at around 50 yen.
In recent years, smarter ways to protect against the heat have become increasingly important. Fan-equipped workwear is functional. However, it seems that an increasing number of people are seeking a more fashionable look. Kao developed the “Cooled Towel” for consumers seeking such smartness. Simply placing it on the skin provides a comfortable cooling sensation of 3 degrees Celsius, lasting for an hour. This “Cooled Towel” has been featured on social media as a way to beat the heat at outdoor events like sports games and music festivals. Even on the streets, people are increasingly seen wearing these sweat wipes around their necks to beat the heat. As more people engage in activities in the heat (work, sports, watching games, etc.), this could be a business opportunity.
Kao’s “Cooled Towel” utilizes its skin research and penetration and evaporation technologies cultivated through skincare. However, this product is difficult for children to use because it contains alcohol. Kao also launched an alcohol-free children’s cooled towel in May 2025. Family restaurants are well known for targeting children. In the business world, the Lanchester Law is well known. Lanchester’s Law states that focusing on one area provides an advantage. Some stores are even taking advantage of this theory when it comes to families. In the case of families, targeting children increases customer satisfaction and improves the store’s reputation. This is an extension of the idea behind the development and sale of “cooling towels” for children. Helping children beat the heat and satisfying the whole family could open up new business opportunities.
