Product Introductions

｜1890 to 1950s｜1960s｜1970s｜1980s｜1990s｜2000s｜

1960s

1960

Zav laundry detergent is launched and becomes widely known for its advertizing slogan,"Ganko na yogore ni Zav" ("Zav, for stubborn dirt").

Mypet, Japan's first liquid household detergent, is launched.

1962

Kao Softer anti-static fabric softener is launched.
(The new product is renamed Humming in 1966.)

Kao Bleach chlorine-based bleach is launched.
(The new product is renamed Kao Haiter in 1966.)

1963

New Beads laundry detergent is launched and becomes broadly popular with consumers thanks in part to its advertising slogan, "Shirosa to kaori no New Beads" ("New Beads, whiteness and fragrance").

1964

MIGHTY, a water-reducing agent for concrete is launched.

1967

Halo toothpaste is announced as a new product for the fast-growing toothpaste market.

1980s

1980

Bioré Facial Foam is launched as a replacement for soap in the form of a new, neutral type of facial cleanser that is gentle on the skin.

Toner binder for copiers is launched.

1981

Kao (Hong Kong) Ltd. launches Bioré Facial Foam. The product is later launched throughout Asia.

1982

Kao Sofina is launched as a new line of basic skin care cosmetic products offering dermatology-based basic skin care.

Deinking agents for paper recycling are launched.

1983

Bub bath additive is launched. The product creates a new market as a tablet-type effervescent bath additive that makes use of carbon dioxide gas to stimulate blood circulation.

1984

Merries baby diapers are launched as a new type of disposable diaper derived from the development of various new processing technologies and functional materials such as super water-absorbent polymers, non-woven sheets, and breathable sheets.

Bioré U body wash is launched. The new product drives growth in the body shampoo market, where it becomes the top-selling brand.

Kao (Taiwan) Corporation launches Laurier sanitary napkins. The product is later launched throughout Asia.

1987

Attack compact laundry detergent is launched.

1988

Attack is launched overseas for the first time in Singapore. The product is later launched throughout Asia.

1989

Sifone two-in-one shampoo is launched in Singapore.

2000s

2001

Attack-microparticles, a detergent featuring a fast-dissolving formula with a high level of cleansing power, is launched.

Elumen hair color incorporating new technology is launched by Goldwell, salon exclusive brand in Germany.

2003

Healthya Green Tea, an approved Food for Specified Health Use with concentrated tea catechin content to stimulate the consumption of body fat as a source of energy, is launched.

Asience, a premium hair care products brand, is launched.

2004

Brilliant Brunette is launched in the U.S. by the John Frieda brand of hair care products.

2005

Jergens Natural Glow is launched in the U.S. as a completely new concept in skin care.

Kao (Taiwan) Corporation and Kao (Hong Kong) Ltd. launch the Asience brand of premium hair care products. The products are later launched in Shanghai and Thailand.

2006

Attack Easy, a hand-washing laundry detergent, is launched in Thailand.

2007

Coffret d'Or, a total makeup brand, is launched by Kanebo Cosmetics Inc.

2008

Sofina Beauté, a new brand of basic skin care cosmetics, is launched.

Sofina Primavista, a new brand of base makeup, is launched.

Blauné Hair Color Foam, a new concept that uses foam to dye gray hair, is launched.

2009

Attack Neo liquid detergent for clothes is launched.

2010

In China, water-saving liquid detergent Attack Instant Clean Liquid, using technology developed for Attack Neo for the Japanese market, is launched.

Aube line of cosmetics is launched.
Quickle Wiper for flooring, a household cleaning implement, is launched. The new product gains broad acceptance among consumers for making cleaning easier.