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Kanebo continues its march beyond Japan by launching in Romania

By Simon Pitman , 27-Jun-2012
Last updated on 27-Jun-2012 at 12:11 GMT

Kanebo has announced that it will be entering into the Romanian market as it continues to extend its global reach beyond the saturated and stagnant domestic market in Japan.

The company, which is the comestics division of Japan-based consumer giant Kao Corporation announced that it will begin sales in July and will be using distributor Everest to get its product launched on the mark.

The company says it will be distributing its Sensai luxury range of colour cosmetics throughout the country and has targeted Everest as its distributor because it already channels leading luxury brands throughout Romania.

Sensai targeted as global brand

Sensai is one of the company’s six cosmetics brand, but is also one of its most global product line, as it is present throughout the Asia Pacific region as well as Europe and North America.

The company is aiming small at first, saying it will distribute its products in 15 retail outlets by the end of 2012, with that figure expected to rise to around 20 by the end of the year 2014.

The range will include a complete line of colour cosmetics products, together with the company’s Sensai branded moisturizing and anti-ageing products, including a brightening cream, a wrinkle repair eye cream and a hydrating mist.

Complete range of colour cosmetics

The colour cosmetics range will include a full range of lipsticks, mascaras, bronzing powder, foundations and lip gloss and cheek blush.

The launch into Romania means that the company is now present in 33 countries throughout Europe, something that is part of its aim to extend its business into a variety of markets, both developing and developed, in an effort to avoid vulnerability to market volatility.

In 2011 the Kao Corporation saw sales grow 2.5 per cent ¥1,216 million, while net income rose by 12.2 per cent. Of this figure beauty sales were ¥537 million, a figure that grew 0.8 per cent.

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