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Kao to relaunch hair care brand Asience

Dec '08
Kao Corporation will renew its hair care brand Asience and launch a new line Asience Nature Smooth on March 28, 2009. The new line leaves hair with a light and supple finish from the hair root. At the same time, conventional Asience will be improved and renamed Asience Inner Rich as a line that gives hair a strong and supple touch, as if drawing the fingers, to the hair end which tends to be fragile.

Since its launch in 2003, Asience has been pursuing the beauty of supple and bouncy hair unique to Asian women, applying Kao's knowledge and expertise accumulated through the longtime research on Asian women's hair. By offering the two lines, Asience will respond to a wide range of hair problems faced by women.

Kao focused on the causes (damages on inner and outer hair strands) that restrain the beauty of "supple and bouncy hair unique to Asian women." The hair is regenerated to its natural beauty with Kao's two proprietary technologies to repair hair from the inside (HBT) and on its surface (M-18 Hair Beautifying Technology).

Asience Inner Rich: Strong and supple to the hair end
For contemporary women who feel that their hair is becoming fragile from the inside and that it lacks core strength toward the hair end.

Asience Nature Smooth: Light and supple from the hair root
For contemporary women who tend to have an imbalance of moisture on their hair and sebum on their scalp.

Kao Corporation

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