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Our Purpose and Value Creation
Purpose
To Realize a Kirei World in Which All Life Lives in Harmony
We aim to create a Kirei life for people, society, and the planet through creation and innovation building a future where all life enjoys more fulfilling and enriched lives.
We aim to realize a Kirei world in which all life lives in harmony by contributing Kirei in three areas; Kirei that makes life shine for each and every person, Kirei that makes everyone smile in their everyday lives, and Kirei that realizes a sustainable ecology.
This has been our philosophy since our founding over 130 years ago.
The Japanese word kirei describes something that is clean, well-ordered, and beautiful all at once. 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.
The Kao Way (corporate philosophy)
The “Kao Way” embodies our corporate philosophy and is the foundation of Kao’s business activities. Accordingly, it acts as a guiding principle for all of our members, bringing together the growth of our company and that of our individual members. As such, it is an essential element in making the work we do more rewarding and instilling in us a sense of purpose.
Our Value Creation Process
We address critical social issues and create value of genuine social significance through Exclusive Uniqueness *1. This is the Global Sharp Top strategy in practice. Through Yoki-Monozukuri*2 across our five businesses, we create one-of-a-kind value and aim to become an indispensable company for a sustainable society.
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* 1 Exclusive Uniqueness: Kao’s ability to create value that only Kao can deliver by combining proprietary science-based product capabilities with marketing strength.
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* 2 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.
Corporate Message, Logo and Symbol
Learn about the thought process behind our corporate message, logo, symbol, and key visual.
