Kao continues Asia Oceanic expansion with planned hair colour launch

By Andrew McDougall

- Last updated on GMT

Related tags: Asia

Japan-headquartered Kao Corporation has accelerated its global product development, with plans to introduce its foam-type hair colour products in Thailand later this year.

In an announcement that shortly follows the recent acquisition of a manufacturing plant in China, Kao is now adding to its presence in the Asian region with the expansion of its hair colour products into Thailand.

Kao’s Beauty Research Centre has been studying hair colouring technology for application and dyeing performance, since it developed its first ever foam-type hair colouring technology using a squeeze foamer; a container that mixes air and liquid to produce foam when dispensed.

Technology upgrade

Recently the centre has upgraded its original foam-structure controlling technology for its hair dyeing agent by utilising a specific surfactant and gels.

The company says that foaming performance and foam stability have been greatly improved, which allows for more spreadable foam with less dripping, leading to easier usability.

Since 2007, Prettia and Blauné foam hair colour brands which incorporate the colouring technology have been marketed and gained consumer support in Japan.

Having been marketed in Europe in autumn last year, the products are expected to be released in Thailand in spring 2011.

Rapid expansion in Asia Oceanic

Although the Asia Oceania region, which in Kao's financial reporting includes China but not the domestic market of Japan, makes up a relatively small proportion of the company’s turnover, it is expanding rapidly.

For the six months ending September 30, the Asia Oceania region brought in $881.7m, compared to $5.5bn from Japan. However, in Japan sales fell by 1.7 per cent unlike the 18.7 percent sales growth experienced in Asia Oceania.

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