Our Corporate Philosophy
Going back to our company’s founder Tomiro Nagase, the Kao Way communicates our corporate philosophy. It defines Kao’s unique culture and spirit, embracing the unique traditions the company has established over the years and our vision for the future. The Kao Way serves as the foundation of our business activities around the globe. It is the touchstone that we refer to when designing and implementing management systems and strategies.
In this way, the Kao Way provides consistency to our activities across our diverse global organisation, from the formulation of mid to long-term business plans to each business decision that we make. The Kao Way is not a rule book or manual. It acts as a “North Star” or guiding principle for all of us, bringing together the growth of our company and that of our people.
As one Kao, we work together with passion to provide comprehensive care and enrichment to create a Kirei life – a cleaner, more beautiful, and healthier life for all people and the planet. Through innovation that provides excellent value, we share joy and create a safer, more harmonious world for all.
The Japanese word kirei describes something that is clean, well-ordered, and beautiful all atonce. For Kao, this concept of Kirei not only describes appearance but also attitude – a desire to create beauty for oneself, for other people, and for the natural world around us.
At Kao, Kirei is the value we want to bring to everyday life through our brands, products, technologies, solutions, and services – now and in the future.
By deeply knowing and understanding our world and its people, we aim to improve people’s lives beyond their expectations for a future where humans and nature thrive together.
The Japanese word we use for “integrity,” seido wo ayumu, literally means “walk
the right path.” This unique phrase comes from our founder, Tomiro Nagase. He
taught us that good fortune is given only to those who work diligently and behave
with integrity. We will always choose the path of integrity, even when it is not easy.
In Japanese, “yoki” means good or excellent, and “monozukuri” means making or craftsmanship. For us, Yoki-Monozukuri means an excellent creation process that is good for everyone involved and enriches the lives of consumers and customers.
Innovation is a way of thinking. Our openness to new ideas has advanced our business since the days of our founder. Whether it is steady improvements, breakthrough technologies, or new ways of doing business and communicating the uniqueness of what we offer, we are committed to growth and change.
We believe that people and the planet are inextricably linked. We know we must
consider this deep relationship carefully and holistically, and want our actions to
result in a positive impact on both people (our consumers, our employees, and
our business partners) AND the planet.
consumer.
create inclusive workplaces where every person
can develop to their potential as a professional
and a human being. Our employees are our
greatest strength.
planet that cannot directly voice its needs, we
commit to equally taking both people’s and the
planet’s perspectives into all our decision-making. We take a holistic perspective.
In Japanese, Genba means the actual spot or on-site. At Kao, we believe that the
deepest knowledge, best ideas and smartest decisions can be found in the
Genba, both externally and internally. When in doubt, we go to the Genba.
need and how they are using our products by
going to the Genba to sense, experience, and
understand first-hand. We find knowledge
and insight in the Genba.
actively listen to each other. We trust and value
the experience and expertise of people in the
Genba. We decide with the Genba.
nationalities, beliefs, races, genders, identities,
and abilities makes business and society
stronger and more beautiful. We respect and
value all people in our organisation, our
business partners, and the communities we
serve, just as they are. We embrace diversity
and inclusion.
global team, removing barriers through open,
honest communication, and collaboration
across our organisation. We achieve more
together.
ideas. We seek out diverse perspectives and
new partnerships. We are open to new ideas.
