‘Fine fibre’ first: Kao to release first cosmetic products based on skin hydration technology

By Amanda Lim

- Last updated on GMT

Kao will launch its fine-fibre technology products under est and Sensai. ©Kao Corporation
Kao will launch its fine-fibre technology products under est and Sensai. ©Kao Corporation

Related tags Kao Skin care Japan

Japanese cosmetics maker Kao Corporation will launch the first products based on its new ‘fine-fibre’ technology in its domestic market from December 4, with an international roll-out following in early 2020.

Kao Corporation first announced the development of its fine fibre technology in 2018.  This technology creates a very thin and invisible layer of film on the skin and acts as a moisture barrier to keep skin hydrated.

Kao claimed that this membrane allows for quick and even application of cosmetic products. Additionally, it is able to retain products and moisture while allowing skin to breathe.

The company worked with technology company Panasonic to develop a handheld diffuser device which consumers can use in the comfort of home. This dispenser uses electrospinning technology to create the film.

The company will first launch fine-fibre technology products under its brands, est and Sensai as a night time skin care treatment.

Each brand will release three products: an essence, a ‘veil potion’ and a diffuser.

Kao explained that the essence is meant to be the last step of the skin care routine. After essence application, users can spray the ‘veil potion’ across the skin with the diffuser to create the membrane.

The lightweight membrane is meant to stay in place overnight and can be peeled away the next morning.

Make-up in the pipeline

Skin care is only the first step for Kao. The company said it plans to develop the fine-fibre tech to “create new value in the make-up field”.

It also plans to incorporate the fine-fibre technology to develop base make-up products, claiming that it will be able to offer items that deliver a natural look while effectively covering pores and uneven skin tones or blotches.

It is also looking into applications for body make-up and art, such as temporary tattoos or body painting.

The technology will be ideal for long-lasting make-up applications that can be easily removed.

Eventually, the company hopes there will be medical applications for the fine-fibre as well. It is currently conducting studies with a focus on the medical field to expand its use.

Currently, the possible applications include aftercare for procedures such as chemical peels and laser therapy, as well as care for skin disorders, said the company.

Rolling out in Asia and Europe

The products will first be released in the Japanese market in various department stores and Kao’s new store, Beauty Base. The items will then roll out to other markets beginning early next year.

The est items will be released in Hong Kong, Singapore, Taiwan and China through its existing retail outlets. They will also be available in South Korea through the travel retail channel.

Additionally, Kao said the range will be made available through cross-border e-commerce from January.

The products under Sensai will cover the European and Middle East markets beginning with London and Paris from February. The items will launch subsequently in other European markets and the Middle East.

The Sensai products will also be made available through cross-border e-commerce in the spring of 2020.

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