Product Introductions


1890-99

1890

Kao Sekken, quality toilet soap born

1900-09

1900

Nihachisui moisturizer marketed

1910-19

1911

Crude glycerin marketed

1920-29

1928

Econa edible oil for food industry use,
Introduced under the name Econa, acronym for Edible Coconut Oil of Nagase

1930-39

1931

New and improved Kao Sekken,
Offering better quality at a reasonable price

1932

Kao Shampoo,
Contributes to the establishment of the word "shampoo" in people's everyday lives

1938

Excelin, powder detergent made from higher fatty alcohol

1950-59

1951

Kao Kona Sentaku, Japan's first synthetic powder detergent for household use
(Renamed Wonderful in 1953)
A big hit as electric washing machines became popular

1955

Kao Feather Shampoo, powder type,
A big hit that changed the way Japanese people washed their hair

1957

Kao Feather Shampoo exported to Asian markets

1958

Wonderful-K,
First powder, then liquid type, detergent for kitchen use

1960-69

1960

Zav synthetic laundry detergent,
Kao's first petrochemical based detergent Widely-known for the advertising slogan
"Ganko na yogore ni Zav" (Zav, for stubborn dirt)

Mypet, the first household liquid cleaner in Japan

1962

Kao Softer antistatic fabric softener
(Renamed Humming in 1966)

Kao Bleach chlorine-based bleach
(Renamed Kao Haiter in 1966)

1963

New Beads synthetic laundry detergent,
Widely-known for the advertising slogan, "Shirosa to kaori no New Beads" (New Beads, whiteness and fragrance)

1964

MIGHTY concrete additives

1967

Halo toothpaste

1970-79

1970

Merit Shampoo,
Gained acceptance for its anti-dandruff properties to become a popular long-selling brand

1971

Magiclean household cleaner

1979

Laurier sanitary napkins,
Gained popularity as a new type of sanitary napkin using super water-absorbent polymers

1980-89

1980

Bioré facial cleanser,
A new type of neutral and mild facial wash replacing soap

Tuftone toner binder for copying machines

1981

Bioré facial cleanser marketed by Kao (Hong Kong)
Sales are later expanded throughout Asia

1982

Kao Sofina cosmetics,
A range of basic cosmetic products offering a new means of dermatology-based basic skin care

De-inking agents for paper recycling

1983

Bub bath additives,
Effervescent bath additives in tablet form,
Created a new market as a product that makes use of carbon dioxide gas to stimulate blood circulation

1984

Merries disposable diapers,
A new type of disposable diaper conceived from the development of various manufacturing technologies and new functional materials such as super water -absorbent polymers, non-woven fabrics and breathable cover sheet.

Bioré U body cleanser,
A top brand that expanded the market for body shampoos

Laurier sanitary napkins marketed by Kao (Taiwan)
Sales are later expanded throughout Asia

1986

Floppy disk sales initiated, as Kao entered the information technology business

1987

Attack concentrated laundry detergent
Through various innovative technologies including bio-technology, this detergent is able to attain the same cleaning power as conventional laundry detergents using only 1/4 the volume of detergent
Proved to be an innovative leader in detergent history as a major hit among consumers

1988

Attack first marketed overseas in Singapore
Sales are later expanded throughout Asia and Oceania

1989

Sifone 2in1 shampoo marketed in Singapore

1990-99

1994

AUBE cosmetics, a new line of cosmetics

Quickle Wiper for flooring, household cleaning implement
Became popular among consumers as an implement that makes cleaning easier

1997

The Andrew Jergens Company (U.S., currently Kao Brands Company) begins marketing the Bioré skin care brand
Sales are later expanded throughout North America and Europe

1999

Econa Cooking Oil, a cooking oil that helps prevent the accumulation of fat deposits in the body
The first cooking oil approved as a Food for Specified Health Use (FOSHU) by the Ministry of Health, Labor and Welfare

2000-09

2001

Attack-microparticles detergent, fast-dissolving formula cleans clothes better

Elumen, hair coloring agents from Goldwell AG (Germany)

2003

Healthya Green Tea, FOSHU-approved
Promotes body fat consumption by the effect of high tea catechin content

Asience premium hair care brand

2004

Brilliant Brunette hair care brand from Kao Brands Company

2005

Jergens Natural Glow,
Skin care products with a completely new concept launched by Kao Brands Company

Asience premium hair care brand marketed by Kao (Taiwan) and Kao (Hong Kong)
Later Kao (Shanghai) and Kao (Thailand) also launched the brand

2006

Attack Easy, laundry detergent for hand washing, launched in Thailand

2007

COFFRET D'OR total makeup brand from Kanebo Cosmetics

2008

SOFINA beauté new basic skin care brand

SOFINA Primavista new base makeup brand

Blauné Hair Color Foam for gray hair,
Uses a totally new foam dyeing method

2009

Ultra-concentrated liquid detergent Attack Neo

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