Serenity and sanctuary: Kosé seeks to strengthen Decorté brand with Aman Group partnership

The exclusive treatments were designed to showcase the AQ MELIORITY range, Decorté’s top-of-the-line skin care product line.

It would also incorporate a unique massage technique, which was previously offered only at the flagship store Maison Decorté in Ginza, Tokyo.

They will be available at select Aman Spas around the world including Aman Tokyo, Aman Yangyun in Shanghai, The Connaught in London, as well as Aman Le Mélézin in France.

The Aman Group is a multinational hospitality company that owns a chain of luxury resorts, hotels and spas across the world. The company has also developed its own skin care brand in 2018.

“It is a great pleasure to join hands with Aman, a brand that is known for offering distinct luxury and exceptional services. Through spa treatments, we deliver blissful moments and premium experience that refines the body and mind, and we are honoured to bring joy and harmonious wellbeing to the lives of our customers,”​ said Masanori Kobayashi, Head of Marketing at Kosé.

The move to partner with a global name in the spa business coincides with the 50^th​ anniversary of Decorté and aimed at strengthen the brand’s global position in the market.

“​Decorté, which celebrates its 50th anniversary this year, is aiming to become a global brand with a stronger presence in the world, and to be supported by customers who seek high added value,”​ said Kazutoshi Kobayashi, president and CEO of Kosé Corporation.

Revitalising Decorté

Debuting in 1970, Decorté Cosmetics is a core cosmetics brand under Kosé’s high prestige beauty portfolio, which also consists of brands including Jill Stuart and ADDICTION.

This year, Kosé has announced a series of initiatives to help the brand “become a true global brand with global presence”​ under KOSÉ’s VISION2026 growth strategy.

In September, the company marked the debut of the revamped version of Decorté’s Liposome serum in Japan, which according to the company, enjoyed a very successful launch.

The company also launched an e-commerce website for the brand and an online beauty counselling service.

In the second quarter of the financial year, the company saw global sales of Decorté grow 10% to JPY40.8bn (U$357m).

The push for Decorté will continue into 2022, which will see the start of the global launch of Liposome.

“We are now focusing on advertising, especially for the global launch of Decorté Liposome Advanced Serum in January next year,”​ said Shinichi Mochizuki director and CFO of Kosé.

Furthermore, the company plans to aggressively develop the brand in China and its travel retail market, which are the firm’s most important markets at the moment.

It currently has nine Decorté stores on Hainan Island and has planned to unveil more doors in 2022.

Furthermore, it has planned to increase the retail footprint of Decorté in the European market.