Kao merges Kanebo and Sofina to strengthen brand communications

Kao merges Kanebo and Sofina to strengthen brand communications

THE WHAT? Kao has announced that it is creating a new beauty consulting business via the merger of its Kanebo and Sofina Beauty Consulting Companies. Kao Beauty Brands Counseling Co, as the new company will be known, will offer professional counselling conducted by beauty consultants.

THE DETAILS The move is part and parcel of the J-beauty firm’s growth strategy, via which it has been unifying the operations of its five cosmetics unit step-by-step.

In January, 2021, it reorganized its five cosmetics businesses into three groups: Prestige Business, Masstige Business and Regional Business.

THE WHY? Through the merger, Kao hopes to accelerate the development of strong brands in concert with its operations. The new company will develop synergies within the group by stepping up the productivity of its beauty consultants and the appropriate allocation of personnel.

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