Care and protect: Kao aims to become leader in skin protection segment to drive global growth

By Amanda Lim

- Last updated on GMT

Kao says it is refocusing its efforts to become a leader in skin protection as it aims to drive global growth. [Getty Images]
Kao says it is refocusing its efforts to become a leader in skin protection as it aims to drive global growth. [Getty Images]

Related tags Skin care protective beauty Cosmetics Kao Japan

Japanese personal care major Kao Corporation says it is refocusing its efforts to become a leader in skin protection as it aims to drive global growth.

The firm believes that skin protection was set to become a crucial segment within the skin care category, said Yoshihiro Hasebe, representative director, president, and CEO of Kao.

“Given the future of global warming and expansion of the diseases, protecting your skin is an extremely important category,”​ said Hasebe, during the firm’s first-half earnings conference on August 3.

The firm would focus on ultraviolet (UV) protection, self-tanning, and protection from risks like allergens.

“These are the three categories that will become increasingly important for us. We define them comprehensively as skin protection,”​ said Hasebe.

He added that against these critical needs, Kao would aim to be a global leader by providing cutting-edge solutions, highlighting the developments of its UV care products.

“Kao has been working fast to establish technologies for even and long-lasting coating with a good feel on the skin. This has required a substantial amount of time for development. But we are finally ready to deploy this in all the markets that we are in globally.”

Hasebe added that the company was ready to roll out its initiatives as part of its 2027 mid-term plan, K27.

“We are almost finished with the acquisition of intellectual property rights for a wide variety of formulations require globally and for area-specific laws and regulations. We are ready to embark on expanding our business foundations in the Americas and Europe. Bioré UV care and Jergen’s self-tanning will be the foundation of the business… We will strive to achieve top class globally by 2027.”

Bondi Sands acquisition

Additionally, Kao’s acquisition of the Australian brand Bondi Sands will be instrumental in this plan.

“A new force that will accelerate this is the acquisition of Bondi Sands announced on August 1. Bondi Sands has a strong brand equity in Australia and continues to grow in Europe and North America even today,” ​said Hasebe.

“With the addition of Kao brand, the goal is to achieve an indispensable global position from premium to mass by 2027. Already, we are seeing very encouraging growth in the United Kingdom and Brazil.”

Bondi Sands is an Australian sun care company that specialises in self-tanning and sun protection personal care products.

It was founded in 2012 and has a leading share of the self-tanning market in Australia.

Today. the brand is available in over 32 countries, including Australia, the United Kingdom, and the United States.

“Bondi Sands is an incredible brand and a perfect fit for the Kao Consumer Care Business portfolio,”​ said Karen Frank, president of Kao’s consumer care business, Americas and EMEA.

“The addition of Bondi Sands to our consumer family of brands will greatly advance our mission to be the preeminent leader in the global skin protection business and continue our journey of offering diverse products that promote a ‘Kirei’ lifestyle that is healthy, inclusive and sustainable for all.”

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