Striving for the wholehearted satisfaction and enrichment of the lives of people globally through
Yoki-Monozukuri implemented from the consumer/customer's perspective
The Kao Group develops consumer product business that targets general consumers. Kao Group business segments that cater to the consumer include: the Beauty Care Business in which we offer prestige cosmetics, and premium skin care and hair care products; the Human Health Care Business with products that include functional health beverages and feminine and baby care products; and the Fabric and Home Care Business, which includes laundry detergents and household cleaners. Also, in the Chemical Business we develop chemical products that meet the various needs of industry.
In these diverse business fields, Kao remains committed to Yoki-Monozukuri implemented from the consumer/customer's perspective so that we may strive for the wholehearted satisfaction and enrichment of the lives of people globally.
Consolidated net sales (As of December 31, 2016)
• IFRS applied from 2016.
• Share of net sales is calculated based on sales to customers.
Company Outline (As of December 31, 2016)
14-10, Nihonbashi Kayabacho 1-chome, Chuo-ku, Tokyo 103-8210 Japan
85.4 billion yen
(Number of employees in Kao Group consolidated companies: 33,195) Representative
Michitaka Sawada, President and CEO
Consolidated Sales and Income
(FY2016 ended December 31, 2016[IFRS])
1,457.6 billion yen
185.6 billion yen
Income before income taxes
183.4 billion yen
127.9 billion yen
Kao Group business activities are driven by the consumer/customer. Group companies and individual divisions work together organically, and through the spirit of
Yoki-Monozukuri deliver products and services that enable us to share joy with our consumers/customers. Research and Development
Research and Development in the Kao Group is committed to creating innovative products, ever mindful of the motto, "Integration of Diversity."
Research activities of the Kao Group cross-functionally bring together research functions of product development research and fundamental research. Through such matrix management, knowledge and wisdom of each specialized area is dynamically and flexibly combined resulting in a Yoki-Monozukuri that creates innovative products for the consumer/customer satisfaction. Marketing
Yoki-Monozukuri is the marketing cornerstone of the Kao Group.
We ascertain the needs of consumers, and create products using innovative technologies in response to those needs. We then properly communicate the benefits of products conceived through this process, proposing at the same time ideas of creating an attractive point-of-purchase to enable convenient selection and purchase. As part of these marketing efforts, companies of the Kao Group work together to offer new value that responds to changes in society. Production and Logistics
To produce efficiently, and deliver to the customer, quality products that can be used safely and with peace of mind, we implement a unique supply chain management strategy that smoothly and efficiently links together our Consumer Products and Chemical Businesses with the procurement, production, logistics and sales functions.
To get valuable products, brands, and information to consumers/customers, we develop comprehensive sales activities. To this end we maintain effective information and logistics networks, propose ideas to create an attractive point-of-purchase and effective sales methods, and provide consumer communication know-how to retailers.
Moreover, we attempt to uncover issues that affect both consumers and retailers from their perspective, and pursue customer satisfaction through solution-proposing sales activities that address both groups.