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SOFINA Cosmetic Brand Slated for Innovation and Overseas Rollout

- Launch of SOFINA iP and Renewal of SOFINA beauté Basic Skincare Series in Taiwan and Hong Kong -

Kao Corporation will be taking SOFINA iP, its new brand released in Japan in 2015 and the basic skincare line of SOFINA beauté completely updated in 2016, to Taiwan and Hong Kong for a series of launches to begin in March 2017. On March 10, Taiwan will also see the opening of a section within the SOFINA counter of the Uni-President Department Store Taipei, which will offer customers fine-tuned counseling (personalized skin care advice etc.) based on the most advanced skin-analysis technology.

Consumer sentiment and competitive structure change rapidly in the cosmetics market. To establish a unique presence in this market for its SOFINA brand, the Kao Group has been unrolling radical reform of its cosmetics business since November 2015. Kao will also proceed to reform SOFINA overseas; starting with upcoming endeavors in Taiwan and Hong Kong.

From left to right, <i><b>SOFINA iP</b></i> base essence, <i><b>SOFINA beauté</b></i> lotion moist, <i><b>SOFINA beauté</b></i> emulsion moist,   <i><b>SOFINA beauté</b></i> whitening lotion moist (Quasi Drug),<br><i><b>SOFINA beauté</b></i> whitening emulsion moist (Quasi Drug)

From left to right, SOFINA iP base essence, SOFINA beauté lotion moist, SOFINA beauté emulsion moist, 
SOFINA beauté whitening lotion moist (Quasi Drug),
SOFINA beauté whitening emulsion moist (Quasi Drug)

Background and Purpose of the Endeavors

Following its debut in Japan in 1982, the SOFINA brand was introduced to Taiwan (1985), Hong Kong (1985) and the Chinese mainland (2004). In all these markets, the brand has grown steadily on the strength of innovative products backed by Kao’s exclusive skin science research as well as its ability to propose new skincare routines. The growth strategy in the Kao Group Mid-term Plan 2020 (K20) targeting the four years from FY2017 to FY2020, includes: Making cosmetics a pillar of growth and expanding the Consumer Products Business in Asia and increasing its margin.

Kao has started reforming SOFINA, starting with the release of SOFINA iP in November 2015, via a triple-pronged approach entailing research, product and communication. The SOFINA iP and SOFINA beauté basic skincare lines, which will hit stores in Taiwan and Hong Kong, were developed to serve as “research” and “product” pillars of the reform and will mark the start of Kao’s proposal of new skincare routines (SOFINA iP base essence, SOFINA lotion, and SOFINA emulsion) in these markets as well.

Reforming “communication” aims to acquaint customers with the brand and products in more detail and will feature not only mass communication but also direct, experience-based modes of communication. The section, scheduled to open on March 10 within the SOFINA counter of the Uni-President Department Store Taipei, will give customers an in-depth understanding of the brand through intimate one-to-one dialog using the most advanced skin-analysis technology.

Kao undertakes and strives to fully satisfy and enrich the lives of people globally, by providing innovative products and services to meet consumer needs.

Location and timing of launches

SOFINA iP base essence
* Product name in Japan: Bikatsu Power Mousse (base essence)
March 2017:
Taiwan, Hong Kong
drink March 2017:
Hong Kong
SOFINA beauté Lotion moist March 2017:
Hong Kong

June 2017:
Emulsion moist
UV Cut emulsion moist
Lotion moist <Whitening> (Quasi Drug)
Emulsion moist <Whitening> (Quasi Drug)
UV Cut emulsion moist <Whitening> (Quasi Drug)
Communication Section for fine-tuned counseling (personalized skin care advice etc.) using the most advanced skin analysis technology March 10, 2017: Taiwan
To open within the SOFINA counter of the Uni-President Department Store Taipei

About Kao

Kao creates high-value-added products that enrich the lives of consumers around the world. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen in annual sales. Kao employs about 35,000 people worldwide and has more than 120 years of history in innovation. Please visit the Kao Group website for updated information.

Media inquiries should be directed to:

Corporate Communications
Kao Corporation

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