In 2012, Kanebo had announced it was restructuring its business vision to set the company on course for global expansion by 2015.
Then, the main objective was to build its reputation as a 'global beauty provider,' particularly with prestige products, make-up and skin brightening.
Sensai was one of the main brands to be revamped to tap into the growing higher end of the market in Europe, the US and Asia.
Kanebo appointed Yuji Naito as Sensai's president, who decided the range would be reformulated to include the moisturising 'Koishimaru silk', once reserved for the imperial family, that had originally contributed to the company's success in Japan.
“Sensai must become a major player in the ‘super prestige’ segment and is poised to become Kanebo’s first true international brand by expanding from Europe to Asia,” says Naito.
French designer Gwenaël Nicolas, based in Tokyo, was also brought on board to renovate the range's packaging. The expert also opted to reintroduce the brand's roots and DNA, designing 'silk cocoons' as the new face of Sensai from 2012.
This new direction has taken the luxury skin care player into 43 countries, mainly in Europe as well as the Middle East and South Africa.
Ultra premium in Asia
To replicate the same success for the brand in Asia, Naito has a new gimmick up his sleeve.
In September, the range's very first fragrance will be launched based on a collaboration between Mary Salamagne, perfumer at Firmenich, and designer Gwenael Nicolas.
The fragrance will be available in two 50 ml versions: Eau de Parfum and Eau de Toilette.
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