Kao to expand cosmetics businesses globally

Japan-based chemical and cosmetics company Kao Group plans to establish a new global cosmetics portfolio.

This latest move will see the company expand 11 global strategy brands and eight Japan-based brands to European and Asian markets. It will mainly focus on prestige brands to increase the presence of the group’s cosmetics businesses globally.

Kao aims to strengthen brand management and optimise each entity’s product portfolio.

The chosen brands include Kanebo Cosmetics, SOFINA, Curél, e’quipe, SENSAI and MOLTON BROWN.

Marketed by Kanebo Cosmetics, SENSAI currently has a presence in more than 40 countries in Europe and the Middle East.

Kanebo will accelerate the globalisation of SENSAI, growing its sales to $2.7bn and achieving an operating profit ratio of 10% and overseas sales ratio of 25% by 2020.

The company also plans to expand the brand to other global markets and will launch a new line of products in Europe next year. It will launch the brand in China by 2020.

Kao will expand Kanebo’s RMK and SUQQU brands, along with Curél skincare, freeplus and KATE. By focusing on travel retail, e’quipe will strengthen the overseas business for RMK and SUQQU brands worldwide.