Kao launches Sensai into Asian market with Japan debut

Kao launches Sensai into Asian market with Japan debut

Kao-owned Kanebo Cosmetics is set to launch its Sensai range into Japan, which will be the brand’s debut into the Asian market.

Due to launch in September this year, the range will be sold via counters in department stores as well as flagship outlets. Kao is looking to boost the brand’s Asia presence further with a 2020 China launch planned. Sensai will subsequently expand through duty free and online stores, with the roll out said to part of the company’s strategy to place it as a flagship cosmetics brand under the Kao portfolio.

According to a press release, “The goal is to achieve sales of 400 billion yen and an operating income ratio of 15% in the cosmetics business overall by 2025.”

Launching into Japan, Sensai will offer 75 products, with the core items being part of the anti-aging range AS Series.

The company stated, “Customers in China will also have the opportunity to purchase products before the launch in China through a cross-border e-commerce site from this autumn.”

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