Curun launches the first strategic new product made in China, and Kao further bases its foothold in the Chinese market

Recently, Kao's Curél brand launched Curél's first strategic new product made in China to solve the skin troubles of young people with dry and sensitive skin - "Curél Anti-Wrinkle Cream" for the Chinese market.

It is understood that this first anti-wrinkle product, developed by Kao Sino-Japanese R&D team and launched for Chinese consumers using Kao Group's unique skin research technology, will be produced and supplied stably at Kao's factories in China. .

This is also the first Chinese-made cosmetic product of Curél launched since the integrated operation of Kao's cosmetics business, which is of great strategic significance.

Kao Group has been established for more than 130 years, and its business can be roughly divided into five major segments, including health and life care business, health and beauty care business, biological care business, consumer goods business and chemical business consisting of cosmetics business.

Since 2018, in order to promote the new growth strategy of cosmetics and accelerate the "building of a strong brand", Kao has integrated 5 business entities into 3 sectors in terms of brand management and operation: Sofina Division, Curron Division and Kanebo Cosmetics Co., Ltd.

In January 2021, from the perspective of the brand's business strategy (that is, the business model), Kao reintegrated the cosmetics business department and carried out unified management of brand cultivation and operation, so as to be able to respond to the diversified needs of consumers more quickly, and to " Celebration of Individuality" (appreciating each individual's individuality and their unique way of being) is the vision that forms the Kao Beauty Brands system.

"Kao Beauty Brands" is the general name of the Kao Cosmetics Division. In the Chinese market, Kao Group has always focused on popular cosmetic brands such as Curél and Freeplus.

Of course, Curél and Felicity have also performed very well in the Chinese market. Kao's online sales in China continued to grow even when offline sales were suspended due to the epidemic. According to Kao’s financial report for the first quarter of 2022, the company’s net sales were 18.245 billion yuan, a year-on-year increase of 8.2%.

However, with the upgrading of consumption and the rapid growth of high-end cosmetics, Kao Group has not seized the opportunities of high-end brands in the domestic market like Japanese companies such as Shiseido and Kose. Kao, who missed the opportunity, said that it is accelerating its layout. The next step is to focus on its high-end brands in 2025, strengthen the promotion in the Chinese market, and further increase the Chinese market.

The launch of "Curél Age-Defying Anti-Wrinkle Cream" marks that Kao's cosmetics business has further established itself in the Chinese market, accelerated the process of localization, met the personalized consumption needs of Chinese consumers, and created high-quality products for Chinese consumers. "A new chapter.

As a well-known dry and sensitive skin care brand of Kao, Curél has been widely recognized and praised by consumers since its launch.

The Curél brand integrates the essence of Japanese skin science research, focusing on exploring the causes of dry and sensitive skin, and is committed to helping to improve the potential skin troubles of people with dry and sensitive skin. And continue to gain insight into the changes in the market and consumer demand, and strive to provide unique value products in more segments.

It is reported that this new product is specially developed for the characteristics of Chinese young people's skin, which directly targets the problem of anti-wrinkle in young dry and sensitive skin, hoping to open up a "new experience" of anti-wrinkle for Chinese young people!

Kao in Japan and the local R&D team in China, after repeated tests, found that the "ceramide functional substance (ceteyl-PG hydroxyethyl palmitamide, the same below)" of the Curon brand was different from the "ginger root" extracted from ginger. "Essence", has a synergistic effect, can help to slow down the formation of wrinkles while protecting the skin's moisturizing barrier, and further help maintain the skin's elasticity.

The newly launched "Curél Light Age Elasticity Anti-Wrinkle Cream" contains "C-Ceramide ceramide functional substance" and "G-Ginger ginger root essence" ingredients to achieve dual-effect synergy and care at the same time The "screening power" and "elasticity" of the skin.