Hope and beauty: Kao to kick off Kanebo rebrand with launch of 44 new make-up items in 2020

By Amanda Lim

- Last updated on GMT

Kanebo rebrands with message of hope
Kanebo rebrands with message of hope

Related tags Kanebo Kao Japan

Japanese cosmetics conglomerate Kao Corporation is set to release 44 new colour cosmetic products in February 2020 to mark the official rebrand of cosmetics brand Kanebo.

KANEBO is one of the eleven strategic brands (G11) the Kao group has positioned at the core of the group’s global cosmetics businesses. The company’s aim is to grow the presence and status of KANEBO on the global cosmetics stage as a leading brand.

The brand first appeared on the global stage in 2016 with a premium skin care line. This coming spring, Kanebo will officially roll out a new marketing campaign based on the concept of ‘hope’.

The company explained that the new message would serve the aspirations of consumers all around the world who value individuality, diversity, and personal qualities that distinguish themselves from others.

It said the ‘Birth of Hope’ campaign was aimed at consumers that are ‘proud of their individuality and believe that they can create their own future.’

“Kanebo is evolving into a brand that offers not merely beauty, but ‘hope’, communicating a message that everyone can celebrate their own uniqueness in an era of diversity,” ​said the company

It added that the company envisionsed the brand taking on the role of a “vanguard brand”​ for the modern era.

“Now that diversity has become all-important, the Kanebo brand is being repositioned to support the individuality of users from a gender-inclusive perspective.”

Uniformed message of hope

The new campaign will begin airing as television advertisements from January 1, 2020 onwards. In addition to that, a full-scale promotion is underway with print and online advertisements and pop-up events.

Kanebo’s hopeful new image will be reflected in everything from product design and planning, store counters and beauty counselling.

In terms of products, this means the company will be working on developing products that will resonate with everyone, regardless of gender or age.

As such, all upcoming Kanebo skin care and make-up products will come in colours and textures that appeal to a broad range of customers, said the firm.

The company has already announced that it plans to release seven new colour cosmetic products in February 2020. The entire line-up will consist of 44 items in total.

Among them is the new Kanebo N-Rouge Lipstick range, which will consist of 20 permanent colours and two limited-edition releases.

According to the firm, Kanebo N-Rouge has a ‘neo-flat’ finish, which contours draws attention to the form and texture of a person’s lips to their best advantage.

“By combining 2D Control Complex with an exquisite balance in all colours, the subtle “neo-flat” colours appear matte to the eye and soften contours,”​ said the company.

The range of colours will be split into three colour palettes. The Neo Dimensional range will consists of seven vivid and futuristic colours, the Nexus Sun Red line-up will comprise of 10 variations of red shades, and the Nascent Zero colour range will contain a fun palette with various textures and colour nuances.

In the following month, Kao plans to launch a new skin care item, Kanebo Comfort Stretchy Wash, a facial cleanser with a stringy, glutinous texture that purges impurities while nourishing the skin

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