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Kao to unveil nine hairstyling products on Sept 10

Jul '05
Kao - new Nine Hairstyling Products series
Personal care, cleaning products and specialty chemicals manufacturer Kao Corporation will launch nine hairstyling products in the new Liese Supplyseries throughout Japan on September 10, 2005.

The Liese hairstyling brand has been supported by many Japanese women for years. All nine items in the new series contain “Highly Penetrative Hair Beautifying Essence (repair and hairstyling ingredients)”, which effectively improves the condition of the hair and provides a beautiful and shiny finish from within the hair strands.

With highly penetrative hair beautifying essence for supple hair with Sheen.

The Kao survey shows that semi-long and elegantly set hairstyles are enjoying a revival in the Japanese market in recent years. Additionally, new demands resulting from women with long hair wanting to arrange their hair to enjoy fashionable styling are evident, and moreover consumers pay more attention to highly effective hair care that does not firmly set the hair but provides a natural, light and shiny finish in terms of appearance and actual texture.

Hair coloring and both shaggy and layer cuts are now standard in Japan and more women wear their hair long and/or wavy. In accordance with these trends, damaged hair is an increasing concern. On the other hand, women with long hair want to show off the beautiful contours of their hairstyles in addition to their desire for elegance. These needs highlight female consumers' interests in hairstyling andhair arrangement.

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