Japanese cosmetics producer Kao moves into China

Japanese cosmetics producer Kao is making moves into China following the popularity of its brand with Chinese tourists.

The firm launched its high-end Sofina IP beauty serum in China in September, three years after its launch in the home market. It has initiated sales in 15 Chinese locations, including stores Shanghai and other major cities, as well as online.

The move is a departure from the mass-market products it has previously sold in China, and is a step toward the company’s establishment of its flagship Sensai brand there in two years’ time. Previously, its high-end products were targeted towards Europe.

Its Kanebo brand may be introduced to China in 2022 or afterwards, as its line shifts into the high-end category.

Chinese sales of Kanebo products have already surpassed the ¥10 billion (US$88.44 million) level by the end of the last fiscal year via existing channels.


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