Kao Group Cosmetics Business Building a New Global Portfolio

Kao Corporation has built a New Global Portfolio as a pillar of its new growth strategy within the Kao Group Cosmetics Business. The five cosmetics businesses entities in the group are strengthening their brand management and optimizing the portfolios for all of the brands they develop.

The Kao Group created the New Global Portfolio by selecting 11 global strategy brands, some of them new, and refining each by highlighting the scientifically proven benefits of the products in combination with distinct beauty-enhancing qualities empowered by emotional and sensory appeal. The group will focus most on prestige ranges, with Kanebo Cosmetics accelerating the globalization of SENSAI, a brand now marketed mainly in Europe.

By refining its strategic brands into a portfolio of distinct, stand-out brand personalities, Kao Group will accelerate growth in Europe and Asia, including Japan. A sales target of over 300 billion yen is set for 2020, with an operating profit ratio of 10% and overseas sales ratio of 25%.