2010/09/28

Kao Group Social Contribution Activity:
"Pink Ribbon Campaign" to Raise Awareness for Early Detection of Breast Cancer

窶 Activity Also Held Overseas 窶

Kao Group companies, including Kao Corporation, Kao Customer Marketing Co., Ltd., Kanebo Cosmetics Inc., and Kanebo Cosmetics Sales Inc. will carry out a campaign entitled "Kao Group Pink Ribbon Campaign" from October 1 to November 30, 2010. This is the fourth year of the campaign as a Kao Group social contribution towards supporting women's health. The campaign aims to raise awareness of the need for early detection, diagnosis and medical treatment of breast cancer.

In Japan, the number of women with breast cancer is increasing every year, and it is said that a Japanese female has a one-in-sixteen chance of getting the disease. More than 10,000 women die of breast cancer every year. Breast cancer can often be cured if it is detected in the early stages. Therefore, self-examination and medical check are important for early detection. However, the ratio of women receiving a breast cancer check remains at a low of about 20 percent in Japan, compared to that of over 70 percent in Europe and the U.S.

During the campaign, Beauty Advisors (Kao Sofina and est) and Beauty Counselors (Kanebo Cosmetics) wearing original pink ribbon badges hand out leaflets to promote accurate understanding about breast cancer and the significance of early detection to women who visit the cosmetics counters. The Group expects this will encourage women, regardless of their age, to pay more attention to their health.

Entering the fourth year of the campaign, we received a comment from a customer who said, "Thanks to the Kao Group's campaign, I was encouraged to get a breast cancer examination held by the local government." This experience shows that one-by-one, these daily activities by individual Beauty Advisors and Beauty Counselors are important.

During the campaign, a video clip entitled "Method for early detection of breast cancer" (based on materials provided by nonprofit organization Japan Society of Breast Health) will be distributed online: http://www.kao.com/jp/pinkribbon/ (in the Japanese language only).

In order to provide information to more people, the website is accessible also by mobile devices.

Following last year, during the campaign period, Beauty Advisors and Beauty Counselors will wear the pink ribbon badges and hand out leaflets for self-examination also at Sofina and est counters of Kao (Hong Kong) Ltd. and Kao Corporation (Shanghai).

In-store promotion activities last year

In-store promotion activities last year

Outline of Kao Group Pink Ribbon Campaign

Time period

October 1, 2010 (Fri.) 窶 November 30, 2010 (Tue.)

Actions

1) Customers visiting in-store display sections of Kao Sofina and est brands and Kanebo Cosmetics will be given a leaflet on early detection of breast cancer. (Leaflets will be distributed while縲supplies last.)
2) Beauty Advisors of Kao Sofina and est and Beauty Counselors of Kanebo Cosmetics will wear pink ribbon badges.

Targeted stores

Japan: Stores where Beauty Advisors of Kao Sofina and est and Beauty Counselors of Kanebo Cosmetics are stationed. Leaflets are handed out to customers upon their visit to the store.
Overseas: In-store display sections of Kao Sofina and est brands at Kao Hong Kong and Kao Shanghai.

Leaflet for raising awareness of the need for early detection of breast cancer


Kao's original pink ribbon
During the campaign, relevant staff members of Kao Sofina and est brands and Kanebo Cosmetics will wear Kao's original pink ribbon badges on the collars of their uniforms.

About Pink Ribbon

- The Pink Ribbon is a symbol to raise awareness of the need for early detection, diagnosis and medical treatment of breast cancer.
- It symbolizes the efforts of the grass-root campaign started in the 1980s in the U.S., where it is said today that women have a one-in-eight chance of getting breast cancer.
- It is believed that with early detection, 90 percent of breast cancer patients can be cured. Thus, local governments, citizens' groups and companies have taken initiatives to promote early detection, which in the U.S. has resulted in decreasing numbers of breast cancer deaths.

About Kao

Kao creates high-value-added products to help consumers around the world enrich their everyday lives. Over 20 leading brands such as Asience, Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown are part of the lives of people in Asia, Oceania, North America and Europe and help generate about 1,200 billion yen (about $US13 billion) in annual sales. Kao employs about 35,000 people worldwide and has a 120 year history of innovation.
Please visit http://www.kao.com/group/en/group/ for updated information.

Related Information
Kao Group Pink Ribbon Campaign
(in the Japanese language only)