Kao's new AsienceShampoo illuminates Asian Inner Beauty

08 Sep '05

3 min read

Tokyo based cosmetic maker Kao Corporation is going to introduce improved premium hair care brand Asience Shampoo, Conditioner and Treatment on October 8, 2005.

Since its launch, the brand has been proposing a new sense of beauty especially suited to Japanese through creation of a unique world providing highly effective satisfaction to consumers.

Recently, trends in Japanese hair show a longer hair length and more attention paid to the beauty of the natural hair texture. As compared with the texture of Westerners, Japanese hair is covered with a thicker and denser cuticle which makes the hair stronger and beautifully shiny.

However, once the cuticle has been damaged, it was discovered that even Japanese hair shows rapid deterioration regardless of the strong texture.

Improved “Asience” applies traditional Oriental beauty care based on research into Japanese hair texture. Kao's original hair care technology revives brittle hair with cracked inner fibers damaged by coloring, permanent wave or UV rays back to illuminating beauty hair. As a result hair becomes much suppler showing fewer signs of disturbance after a hairstyle is removed, even if the hair has been braided.

In parallel with the improvement, exciting communication scenes are being developed which will create a further refined and attractive world of Asian beauty.

“Asience” continues to offer new beauty proposals.

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