Kao combines hair beautifying technology for Asience brand
13 Sep '07
2 min read
Kao Corporation will re-launch its global hair care brand Asience Shampoo, Conditioner, Treatment, and Rich and Condensed Hair Mask on October 13, 2007 after achieving a dramatic evolution of the products in its quest to enhance the beauty of Asian hair.
Since its initial launch in 2003, Asience has helped Kao introduce a new “Asian Beauty” standard to the Japanese hair care market. Asience has already received enormous support from many people, but now it will be dramatically reborn.
Re-launched Asience uses the technology, developed through Kao's ongoing intensive study of hair structure, to seriously address hair problems commonly experienced by modern women. The new line helps achieve the supple hair that is an essential characteristic of Asian people.
The focus of new Asience is 18-MEA, which exists on the hair shaft's outermost layer, the cuticle. This key component provides a protective coating for the cuticle, drastically affecting the hair's feel, especially when combed with the fingers.
While this key component makes up less than 1% of the hair, more than 90% of people tested have been able to identify its presence by touch.
18-MEA is easily damaged by chemical treatments, such as hair coloring and perming, and by ultraviolet light, and cannot be regenerated naturally by the hair shaft. Damage to 18-MEA, therefore, is thought to be a major cause of the hair problems modern women face.
With this re-launch, Kaohas succeeded in recreating the smooth feel of undamaged hair by developing an original technology that fixes 18-MEA firmly to the hair.
By adding this new hair surface treatment to its existing care for the inside of the hair, Kao has succeeded in advancing hair suppleness.
With “Progressive Asian Beauties” as its new theme, Asience is developing further to become a brand that ensures the user's beauty evolves in everyday life.
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