Kao, which owns popular global brands such as John Frieda, Goldwell, Kanebo and Molton Brown, is launching Curél into French and German pharmacies as part of its growth strategy in the skin care category – with a particular focus on derma-cosmetics and skin protection.
The brand was founded in 1999 to cater to the needs of sensitive skin types and products are based around biomimetic ceramide technology and designed to protect and replenish the skin’s own ceramides.
According to data from marketing and retail tracking research company Intage Inc, Curél has been Japan’s leading brand for sensitive skin for over a decade.
It launched into the UK market in 2019.
Special focus on environmental influences & skin regeneration
The company said its growth strategy in the skin care sector now has a special focus on products that protect the skin from environmental influences and promote its regeneration.
Kao’s senior director for skincare strategy & revenue growth management for EMEA, Wendy Brown, said the introduction of Curél into German and French pharmacies “marks a crucial milestone in our ‘Win in Skin’ strategy.”
Brown said Kao’s focus on dermatological skincare “aligns perfectly with the high-growth potential we see in this sector.”
“By choosing the pharmacy channel, we’re leveraging the specialised expertise needed for sensitive skin care, ensuring we connect with our target audience effectively,” she continued.
“We’re confident that Curél will quickly establish itself as the go-to expert brand for sensitive skin in Europe, just as it has in Japan.”
Kao said it is now expanding skin care and skin protection portfolio in the EMEA region, which includes tanning brand Bondi Sands, along with Bioré, another leading Japanese brand, which covers an innovative UV product line.
Kao shared that its growth plans in the skin care sector are part of the company’s ‘Global Sharp Top’ strategy, which is “designed to promote investment in areas where Kao can offer a high added value.”
