As part of its Global Sharp Top initiative, Kao has positioned Kanebo as one of six core brands driving global growth within its cosmetics business.
The upcoming launch represents a significant milestone in the company’s strategy, as it intends to establish the two new creams as “global signature products” that are synonymous with the Kanebo brand.
Called CREAM IN DAY II and CREAM IN NIGHT II, the products will be available at online shops, department stores, and cosmetic retailers across Japan from September 5.
Subsequently, they will be progressively introduced in overseas markets, as well as through travel retail and cross-border e-commerce platforms.
Following a multi-country rollout across Asia, Kanebo will be doubling down on promotional activities with a focus on the Thai market.
“Recognising Thailand as a strategically important market, Kanebo plans to appoint Thai celebrities as ambassadors to enhance brand awareness and effectively communicate the unique appeal of its products, which redefine conventional beauty standards.
“Additionally, a special event is scheduled at PARC PARAGON, a prominent landmark in central Bangkok. During this event, guests will have the opportunity to experience the new cream duo firsthand. Influencers from Hong Kong, Malaysia, Indonesia, the Philippines, and Myanmar, where KANEBO products are available, will also be in attendance,” Kao said.
Through these marketing initiatives, Kanebo aims to extend the reach of and interest in its new cream duo in the Asian region, further strengthening its presence as a global brand.
Baby-like skin
The key inspiration of Kanebo’s latest innovation is vernix caseosa, the creamy, white substance that coats the skin of newborns.
Often referred to as nature’s first skin care, it is a natural protective barrier made up of water, lipids, and proteins that offers hydration and biological defense for the baby’s skin.
To achieve similar benefits, Kanebo developed a biomimetic ingredient called TAISHI Complex, which replicates the vernix’s ability to retain moisture.
Comprising C10-40 isoalkyl acid cholesterol esters, phytosteryl macadamiate, and ceramide NG, this complex is included in both of the new products.
Apart from containing TAISHI Complex for long-lasting hydration, CREAM IN DAY II is formulated with niacinamide and licorice derivative to result in effects such as softness, radiance, and enhanced firmness.
It also comes with SPF 30 and PA+++ to provide protection against UV rays, and a tea-floral scent resemblant of morning gardens. Doubled as a makeup base, it is claimed to help prevent smudging caused by dryness or oiliness.
On the other hand, CREAM IN NIGHT II is designed to “envelop the skin in moisture” during sleep, bringing about a supple and firm complexion by morning.
Working as an “overnight shield”, the TAISHI Complex delivers intensive hydration during the night, when the skin is most prone to moisture loss.
The cream is also enriched with niacinamide, which penetrates deep into the skin to improve wrinkles while suppressing excessive melanin production to inhibit dark spots.
Additionally, the floral scent with iris and warm woody notes evokes a calming effect suited for night-time relaxation.
