Global winner? Curél launches new flagship product to accelerate brand’s growth overseas

The Curél Deep Moisture Spray is a quasi-drug product that provides moisture to the face and body for those who suffer from sensitive skin.

According to a 2018 survey conducted by Kao Corporation, the company that owns Curél, found that approximately 50% of Japanese participants experienced facial skin sensitivity while 45% experienced sensitive skin throughout their entire body.

“The survey also revealed those with dry, sensitive skin suffered from dryness not only in one specific area, but in multiple areas such as the arms, legs, back, and belly, throughout the day,” ​said Kao.

Kao believes this is an indicative sign that there is a growing demand for products that cater to both face and body.

As such, it designed an ‘anytime, anywhere’​ skin care product that can be easily applied with a spray.

The product features the brand’s signature ceramide care technology, which claims to help skin retain moisture, as well as an anti-inflammatory agent to prevents rough skin.

Additionally, it features new technology that micronizes the ceramide ingredients, which was developed in order to create a spray format.

The product can be used after a bath, on top of makeup, or whenever the skin feels dry. It is gentle enough for use on delicate children skin and is equally effective on men's thicker skin.

Kao noted that the new product falls in line with its Environmental, Social, and Governance (ESG) perspective it calls Yoki-Monozukuri, which is defined as a strong commitment to provide products and brands of excellent value for consumer satisfaction

The new product will launch in Japan first and it will be ‘quickly rolling out’​ the spray to the rest of the markets, said Kao.

“Among Curél's wide range of products, this spray was chosen as the flagship product to be speedily rolled out in Asia to accelerate the brand's growth not only domestically, but also worldwide.”​

With the launch of this product, Kao said it aimed to increase its overseas sales ratio to approximately 50% of the brand's total sales by 2025.

According to Kao, Curél is the top skin care brand in Japan for sensitive skin since it entered the market in 1999.

“Curél has maintained this status for five consecutive years by offering products specifically developed to cater to the needs of customers suffering from dry, sensitive skin,”​ said the health and beauty conglomerate.

The brand is part of Kao G11 portfolio, a curation of 11 brands it considers crucial to strengthening its presence in the global cosmetics market.

Curél traces its roots back to the US before Kao acquired the brand in the 1990s and improved the range with its proprietary ceramide care technology.

The brand made its debut in Asia-Pacific in 2009 with its Hong Kong launch before expanding to the rest of Asia.

Last year, the company further expanded the brand’s global footprint by launching the brand in the UK and the US through retailers Boots and Ulta Beauty.