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Kao Essential to create a kawaii or cute look
Mar '09
Kao Corporation (President and CEO: Motoki Ozaki) on March 9, 2009 launches hair care brand Essential Damage Care in Hong Kong. To date, since the introduction of the brand in Taiwan, this is the second overseas region to launch the brand.

For future continuous growth and development of the Group, Kao believes it is imperative to expand its market into other Asian countries and regions where high growth is expected. With this objective, since 2005, Kao has been working in accordance with the Company slogan "Asia Harmonization" to further promote its business in Asia.

This initiative involves developing business process innovation by sharing knowledge and expertise among Kao Japan and the Asia Group companies, and promoting speedy, optimum operational activities in R&D, production, marketing and sales.

Moreover, in the Asian market, Kao has been offering high value-added products--those that achieved great success in Japan with strong support from consumers--as pan-Asia brands: Attack (laundry detergent), Laurier (sanitary napkins), Bioré (skin care) and Asience (premium hair care). Such pan-Asia brands were released with the aim of receiving strong support from consumers in each Asian market as well.

Essential Damage Care brand brings shine and luster all the way to the hair end which tends to be easily damaged by strengthening fragile hair to prevent breakage. Since its renewal in August 2006, it has been favorably accepted by Japanese women mainly in their 20s as a brand that "repairs damaged hair leading to enjoyment of trendier, more fashionable styles." This brand concept has been expressed through TV commercials, the WEB and events with the catchphrase "care for the 15cm of the hair end to create a kawaii or cute look."

Since its release in Hong Kong's hair care market in November 2005, Asience has received widespread support from beauty-conscious women as a premium hair care brand that pursues beauty unique to Asian women's hair. Newly launched Essential Damage Care proposes the new concept of "care for damaged hair to enjoy being stylish." Promotional and commercial activities in Hong Kong will be conducted in conjunction with the concept developed in the Japanese market, focusing on women in their 20s who are sensitive to trends and fashion.

Kao will further develop pan-Asia brands and distribution for many markets to contribute toward enrichment of the lives of Asian consumers through "Yoki-Monozukuri."

"Yoki-Monozukuri" is a Kao Group value defined as "a strong commitment by all members to provide products and brands of excellent value for consumer satisfaction."

Kao Corporation

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