‘Enriching lives, in harmony with nature’ - KAO

June 17, 2009 - Japan

Kao Corporation (President and CEO: Motoki Ozaki) announces a new mission, as outlined in its medium- and long-term outlook: "Positioning ecology at the core of management, Kao aims to contribute to 'the wholehearted satisfaction and enrichment of the lives of people globally' in the fields of cleanliness, beauty and health."

It will drive all Kao Group to meet, on a world scale, with changes in the surrounding business environment. To comply with this new mission and to symbolize its direction and resolve, Kao stipulates a new CI (corporate identity) and upholds its environmental statement.

With the objective of showing this resolve to have ecology at its management core, the corporate message of Kao's new CI was selected: "Enriching lives, in harmony with nature."

Under the theme of "eco together," the Kao Environmental Statement comprises "eco together" in Action and the 2020 Medium-term Objectives. The former proposes development of water- and energy-conserving products and introduces "eco together" activities pursued with customers.The latter stipulates targeted values for reducing CO2 emissions for consumer products manufacturing and minimizing water consumption during product use.

In pursuit of growing on a global scale, the business brand logo "Kao (Japanese characters) + moon" conventionally used in Japan will be consolidated to "Kao (English letters) + moon." For all Kao Group, Kao will use the logo "Kao" in English lettering.