Kao promotes skin care range to tourists

By Natasha Spencer

- Last updated on GMT

Kao promotes skin care range to Asian tourists

Related tags Marketing Kao

Japanese Kao targets overseas Asian visitors with its est skin care lotion.

Popular with its at-home beauty-loving consumer base, the chemicals and cosmetics company is now hoping its est range will increase its sales growth in 2018.

Entering the market

Upon its release in September 2017, Kao adopted an in-store marketing strategy, which advertised the est brand through its department stores. As the est cosmetics line main target audience is inbound tourists, Kao is now injecting resources into raising its brand and product line awareness.

When it comes to selling its lotions and products to tourists from China and Asia, Kao has a history of struggling to compete with fellow domestic skin care names, Kose and Shiseido. As such, the company is now focusing on its marketing strategy.

Carving out its identity

Kao designed est skin care to moisten the back of the skin specifically, otherwise known as stratum corneum, along with creating bright and firm skin.

Containing eucalyptus extract, est is designed to moisturise skin in harsh dry conditions to appeal to those wearers that expose their skin to various stressors such as the environment and exercise throughout the day.

Securing awards

In November 2017, three renowned Japanese fashion magazines —  Shueisha-owned Maquia, Kodansha's VoCE and the Shogakukan's Biteki publication — independently selected est as the best skin lotion in the second-half of 2017.

Shueisha-owned Maquia, Kodansha's VoCE and Shogakukan's Biteki publication awarded est with various cosmetics accolades. The Maquia publication voted est as its cosmetics best of the best product of the year in 2017, VoCe also voted est as its number one product in the Autumn/Winter season, and the product line also won the beauty professional best Cosme award 2017.

Competitor market

While Kao’s recently released financial results for the fiscal year ending 31st December 2017 indicate its growing popularity in markets such as personal care in China and skin care through its Biore items, its success in the cosmetics sphere remains modest compared to other Japanese competitors.  

To date, Kao’s strategy to boost sales via its est brand using a physical department store model has failed to significantly transform the division’s growth. This is in stark contrast to other notable domestic names such as Shiseido's Cle de Peau Beaute and Kose's Cosme Decorte who have used this brick-and-mortar tourist-directed approach to capture the interest and maintain the loyalty of overseas tourists.

Related news

Show more

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 11-Jun-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

Exosomes: Passing Trend or Transformative Reality?

Exosomes: Passing Trend or Transformative Reality?

Content provided by Naolys | 23-Feb-2024 | Sponsored Link

Exosomes, microscopic vesicles naturally present in abundance within Plant Cells, have garnered significant attention within the scientific and cosmetic...

Give collagen and your products a boost

Give collagen and your products a boost

Content provided by Lycored SARL | 14-Feb-2024 | White Paper

Lumenato, Lycored’s scientifically supported proprietary wellness extract, gets to work quickly complementing and protecting the structural benefits of...

Follow us

Products

View more

Webinars

Podcast

Beauty 4.0 Podcast