WHEN FASHION DESIGNER Maria Cornejo decamped to Jamaica in March, she packed a few bottles of Shiseido Extra Smooth Sun Protection Cream SPF 38 among her selection of warm-weather frocks. "It absorbs really easily into the skin, so you don't have that horrible white sunblock face," she says.

Cornejo wasn't the only one loading up on the sunblock this spring. Boasting an ultrafine blend of UV-absorbing, light-scattering titanium dioxide and zinc oxide particles, Shiseido's sun care is increasing in allure, thanks...