CUREL enters China's children's skin care market

Kao's Curel enters the Chinese market with a new children's skin care product line. The launch includes a moisturizer for children aged 3-12 years, and two other products for newborns and older children - a softening lotion and a bath foam.

The entire range contains Curel's signature ingredient ceramide, which is known for its ability to strengthen the skin barrier. The products are positioned in the mid-to-high-end market, with the moisturizer priced at 119 yuan for 55 grams, higher than many competing products.

Curel's entry into the Chinese children's skin care market is part of Kao's broader strategy to improve its performance in China after several years of declining profits. The move follows the trend of increasingly sophisticated parenting and the growing demand for professional children's products, and still brings huge growth opportunities despite competitive challenges.