Kao Group’s global expansion: eye on Europe

By Lucy Whitehouse contact

- Last updated on GMT

Kao Group’s global expansion: eye on Europe
Kao Corporation, headquartered in Japan, has launched a new global portfolio in a bid to attract a stronger international following, with a particular eye on Europe.

The company owns well-known international beauty names including Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown.

Now, as a pillar of its new growth strategy within the Kao Group Cosmetics Business, the company has launched a new global portfolio.

The company says it created the New Global Portfolio by selecting 11 global strategy brands, some of them new, and refining each by highlighting the scientifically proven benefits of the products in combination with distinct beauty-enhancing qualities empowered by emotional and sensory appeal.

The group will focus most on prestige ranges, with Kanebo Cosmetics accelerating the globalization of SENSAI, a brand now marketed mainly in Europe, it says.

By refining its strategic brands into a portfolio of distinct, stand-out brand personalities, Kao Group will accelerate growth in Europe and Asia, including Japan,​” it said in a statement on the global portfolio launch.

A sales target of over 300 billion yen is set for 2020, with an operating profit ratio of 10% and overseas sales ratio of 25%.”

Focus on prestige global brands

Kao says that in order to reinforce the presence of Kao Group Cosmetics businesses globally, prestige brands in the global portfolio will receive special focus.

The new portfolio was formed around five cosmetics businesses: Kanebo Cosmetics, SOFINA, Curél, e’quipe, and Molton Brown.

The portfolio consists of eleven global (G11) and eight regional (R8) brands, the former including a small number of brands selected from the domestic portfolio for their global potential.

Kao Group will be stepping up growth in Europe and Asia, it explains, with a focus on a stronger travel retail business.

“By concentrating what once were far-flung investments on myriad brands, the Kao Group aims to cultivate stronger brands and facilitate growth,”​ Kao asserts.

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