Sofina launches in Singapore

18-Apr-2018 - Last updated on 17-Apr-2018 at 08:54 GMT

The Kao-owned skin care and make up brand has engaged in its first roll-out in the ASEAN marketplace.

Kao launched its Sofina brand in Isetan Scotts, Singapore on 15th April 2018. The line up, which includes Sofina beauté (skincare), Sofina iP (base essence) and Sofina Primavista (foundation) will also unveil a consultation area within its Sofina counter.

Emphasising the importance of experiential beauty, the counter will offer consumers unique skin analysis technology to provide honed, individualised beauty and skin care advice.

ASEAN expansion

The move to Singapore represents Kao's first expansion of Sofina in the ASEAN market and represents its increased sales presence in Asia. Its entry into Singapore follows the brand’s previous launches in Taiwan, Hong Kong, and China mainland.

Since Kao’s debut in Japan in 1982 and the subsequent launch of Sofina in 1985, the long-standing brand has been built on a reputation of innovation through Kao’s “exclusive skin science research” and its ability to introduce new skin care routines.

The Japanese household name is now working towards the goals of Kao Group Mid-term Plan 2020 (K20) targeting the four years from FY 2017 to FY 2020. Its core objectives set out to "make cosmetics a pillar of growth and expand the consumer products business in Asia".

Brand identity

Providing direct access to Singaporean beauty buyers is designed to increase brand awareness and bolster its position.

The brand’s portfolio recently launched in 2017. Sofina iP Base Essence entered stores in Taiwan and Hong Kong in 2017 to contribute to Kao's sales growth through generating new consumers and loyal brand supporters.

In Singapore, Kao also hopes to raise its profile by introducing local users to Sofina's skin care step routines; a programme that consists of base essence, lotion, and emulsion.

Why Singapore?

"In equatorial Singapore, women's skin is constantly exposed to air-conditioned dryness and strong UV,” announced Atsushi Yoneyama, President of Kao Singapore.

“In this harsh environment, we are confident that Sofina's unique skin care step will help many Singaporean women address their skin concerns. We are committed to doing our part in expanding Kao's beauty care business in Singapore."