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Kao Launches Asience Shine Therapy
The Answer to Dull, Brittle and Chemically-Treated Hair

March 1st, 2011

KUALA LUMPUR, 26 January 2011 – KAO Malaysia, a strong contender in the Malaysian fast moving consumer goods segment has once again demonstrated its leadership in the hair care market with the introduction of its latest addition to the Asience range, Asience Shine Therapy. Shine Therapy is specially created to mend hair that are dull, brittle, and chemically damaged by intensively restoring from the inner fibres for stronger, smoother and bouncier hair that shines.

“Women today are fashion and style-conscious beings that are not afraid to wear bold hairstyles and vibrant hair colours to meet current trends. However, hair that are exposed to chemical and colouring will gradually lose its essential nutrients and moisture while its fibres will slowly deplete, causing an unattractive mess”, explains Elizabeth Choon, KAO Malaysia’s Brand Manager of Hair Care. “Asience understands women’s need to be confident, and confidence comes when a woman feels beautiful. The new Asience Shine Therapy, along with the Inner Rich and Nature Smooth range, are hair care solutions that can help radiate empowering beauty and confidence that women long for.”

Asience Shine Therapy contains Asian Energy Essence, a mix of five key precious natural nourishing ingredients which consists of Pearl Protein, Shell Ginger Extract, Aloe Extract, Camellia Oil and Ginseng Extract. It is enhanced with Soybean extract for its repairing quality. Shine Therapy is also fortified with the M-18 Hair Beautifying technology that helps to deliver the organic elements of the Asian Energy Essence by penetrating into the core of hair, repairing and increasing the density of each strand. Hair is beautiful as it restores hair protective coating, without which hair would deplete on its own by exposure to styling, blow-drying, UV rays and chemical products.

Asience provides a full range of products for varying hair types and hair care needs. Aside from Shine Therapy, Asience offers the Inner Rich and Nature Smooth range. Asience Inner Rich is specially formulated to replenish dry, frizzy and damaged hair that is prone to breakage to help restore hair to its original luster. It contains Asian Energy Essence and is enhanced with Royal Jelly Exract to keep hair strong healthy from the core. Asience Nature Smooth is created for hair that is prone to tangling and lacks volume. It is enriched with Asian Energy Essence and Rockweed Extract that helps revitalise and enliven limp and dull hair due to oily scalp and damage caused by tangles. It leaves hair feeling light, bouncy and lively from root to tip.


Asience aspires to reach out to Asian women beyond their hair care needs. In line with the ‘Empowering Asian Beauty’ tagline, Asience aims to give women healthy, lively and envy-worthy hair that will boost their confidence whilst giving them the pleasure of joy that comes with it. “When women feel confident and beautiful, we believe they will be able to channel their inner potential and fully utilise it in all circumstances”, exclaimed Elizabeth Choon. “With that, Asience is constantly improving its products with state of the art technologies and latest innovations to give Asian women the best hair care solutions to reveal their most attractive and confident personality.”

The Asience ranges are available at selected Watson’s, JUSCO Supermarkets and AEON Wellness outlets. The shampoos and conditioners are priced at RM14.90 for 220ml and RM26.80 for 530ml, whereas the treatments are priced at RM26.80 for 180g.

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