Range revamp: Beauty brand Kanebo to launch new ‘icons’ in October following 2020 refresh

Kanebo first appeared on the global stage in 2016 and is owned by Japanese cosmetics conglomerate Kao Corporation.

It 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.

In February this year, Kanebo rebranded itself under the ‘I HOPE’ brand concept. With the rebrand, Kanebo redefined itself as a brand that supports diversity to encourage everyone to accept their differences.

Come October, the brand will be updating its skin care line with four new products that the firm plans to market as its new brand ‘icons’.

According to the firm, the new products were inspired by the natural structure of the moisture-preserving barrier functions of the stratum corneum.

The new skin essences were formulated to protect the skin in dry environments with the firm’s Veil On Skin technology, which mimics the skin barrier to lock in moisture. The veil also scatters light and softens the appearance of skin.

Additionally, it will also be launching new iterations of its popular day and night creams with a ‘baby-soft oil’ formulation, a cream formula inspired by the vernix, the white, creamy substance that covers a newborn’s skin to help it maintain moisture.

These products will be launched on October 9 in Japan first before rolling out to the overseas markets.

The upcoming products will be based on Kanebo’s, new two-step skin care routine. This ‘Unify System’ is meant to appeal to both genders, following Kanebo’s repositioning as a gender inclusive brand.

Brand for all

Focusing in on its message of inclusivity, Kanebo will also be launching a base make-up and foundation.

These products are part of a series of new products and limited editions that are set to hit shelves in Japan on September 4 this year before launching it in its overseas markets.

Unlike conventional face make-up, the new Fusionfit Wear foundation and Performing Drop make-up base are meant to be mixed together to give the user finer control of the skin colour and texture.

“The coming releases will extend Kanebo’s creative focus on expressing hope while highlighting the attractions of individuality,” ​said the brand.

According to the brand, the Fusionfit Wear foundation was designed to enhance the natural beauty of the skin.

It works by forming a thin veil on the skin thanks to hybrid pigments coated with the ingredient containing amino acid derivatives that are similar to the natural components of the skin.

It is available in eight shades, which is not a large range by today’s standards, but the shades can be further altered by the Kanebo Performing Drop make-up bases

Performing drop is available in different textures, finishes and three colours: Radiant Black, Vibrant Red, and Misty White to help users tweak the texture and colour of their foundation.

With these new products, Kanebo said it was shifting its make-up strategy shifts away from concealing skin concerns with foundation to “widening the range of expression”.​