Kanebo restructures in a bid to globally expand

By Simon Pitman

- Last updated on GMT

Related tags Skin care Marketing Brand Market

Kanebo Cosmetics has recently unveiled a major new business structure and vision that aims to set the company on course for significant global expansion leading up to 2015 as the domestic market continues to remain subdued.

"Kanebo will be shaping its growing businesses to leap forward as a manufacturer of cosmetics with a powerful presence both in Japan and overseas,"​ the company said in an official statement to mark the launch of the plan.

The company said that there would be three principal parts to the plan, firstly to build its reputation as a global beauty provider, specifically in the areas of prestige products, makeup and skin care brightening; secondly to foster greater customer satisfaction and repeat business; and thirdly by providing exceptional products tied to exceptional customer services.

Rebranding and stressing service

The company says that its new growth strategy leading up to 2015 will have three main main driving points that will be focused on strengthening the existing brands, both in the all-important domestic market, and increasing the brands' reach in overseas markets.

This will entail a focus on what the company terms its five priority brands - Sensai, Kanebo (which will now be renamed Impress), Lunasol, Kate and Refreshel - which will all be used as the primary drivers for the company's plan to expand globally.

The company says it wants to position each of these brands in different sectors of the cosmetics markets, giving clear marketing positioning to each and in turn helping to give it a clear marketing strategy in the different markets where the brands will be distributed.

Sensai goes super prestige   

In particular, the company said that the super prestige Sensai brand will be developed into a truly global brand, covering the European, American and Asian markets, and tapping into the still growing higher end of the market.  

Kanebo Restructuring Plan

The newly renamed Impress brand will be positioned as a global prestige skin care brand, while Lunasol will be promoted as a global prestige make-up brand - both of which serving to help build the company's global market share in the prestige segment.

Meanwhile, the company says the Kate and Freshel brands 'will be strengthened as strategic brands aimed at the rapidly expanding middle-income markets in Asia'.

Japanese market will be centered around seven brands 

Within Japan the restructuring will concentrate on seven brands which will help shape the company's portfolio in its domestic market, which still accounts for the vast percentage of the company's revenues.

The seven domestic brands will include Twany, Lissage, Coffret, D'Or, Milano Collection and Evita, together with a new skin care and hair care brand that remain in the developmental stage and are expected to be launched during the course of the next year.

The new hair care and skin care brands will be positioned as cross-category and its marketing will rely on beauty consultants and councillors.

Strengthening the company's position in Japan

Likewise, the company will also be looking to strengthen its position on the domestic market, through training a beauty consultant base and implementing management practices dedicated to cultivating the next generation of the business.

The company also says it will invest more in online retailing, as that is the way the market is shaping up in Japan, while this area is also expected to help its expansion into overseas markets. 

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