Japan is the land of advanced personal care, but the latest products for beating the heat look like they might be a little too cool. Apparently, foams and gels that get as cold as 23 degrees when rubbed onto skin have seen a boom in sales, as Japanese consumers try to avoid running air conditioners and fans.
From the video demonstrations of these products, the foam looks like it could be somewhat fun to use, although it's uncertain how comfortable they would be to wear. The spray gel, on the other hand, looks like it may just be downright painful. Maybe under the intensity of Tokyo Summers, though, people are willing to go to extremes to cool off. Check out the demonstration video above and tell us what you think.