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SOFINA to Launch in Singapore

- First rollout in ASEAN to expand sales presence in Asia -

Kao Corporation will take SOFINA to Singapore on April 15, 2018. In addition to the lineup which includes SOFINA iP (base essence), SOFINA beauté (skincare), and SOFINA Primavista (foundation), Kao will have a consultation area within their SOFINA counter, complete with unique skin analysis technology to offer consumers fine-tuned, individualized beauty and skincare advice.
This will be SOFINA's first rollout in ASEAN, marking the brand's expansion into its fourth offshore market after Taiwan, Hong Kong, and China mainland.


From left to right, SOFINA iP Base Essence, SOFINA beauté Lotion Moist, SOFINA beauté Emulsion Moist,
SOFINA beauté Whitening Lotion , SOFINA beauté Whitening Emulsion

Background and purpose of the initiative

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. The upcoming launch in Singapore is expected to further raise SOFINA's profile in Asia and strengthen the brand.
The products slated for launch are SOFINA iP Base Essence and SOFINA beauté, both of which have been consumer's favorites since their debut in Japan. SOFINA iP Base Essence hit stores in Taiwan and Hong Kong in 2017, and has helped to grow SOFINA's sales, capturing many new consumers in each market and turning them into loyal users. In Singapore, too, Kao plans to gain new local users through SOFINA's unique skincare step (the 3-step program of base essence, lotion, and emulsion).
SOFINA values experience-based communication with consumers. The SOFINA counters will feature a Communication Section, where consultants will give consumers fine-tuned beauty advice and in-depth understanding of the brand through intimate one-to-one dialogue using the unique 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.
President Atsushi Yoneyama of Kao Singapore Private Limited commented as follows: "In equatorial Singapore, women's skin is constantly exposed to air-conditioned dryness and strong UV. In this harsh environment, we are confident that SOFINA's unique skincare step will help many Singaporean women address their skin concerns. We are committed to doing our part in expanding Kao's beauty care business in Singapore."

Products to be launched

SOFINA iP Base Essence
SOFINA beauté Lotion Moist
Emulsion Moist
UV Cut Emulsion
Whitening Lotion
Whitening Emulsion
Whitening UV Cut Emulsion
SOFINA Lift Pro Essence EX
Enriched Foam Cleanser
Makeup Cleansing Oil
SOFINA Primavista Powder Foundation <Long Keep>
Liquid Foundation UV <Long Keep>
Moisture Coat Base
Multi Cover Base UV
Long Keep Base UV
Essence Concealer <Eye Zone>

◆To be launched in Isetan Scotts, Singapore on April 15, 2018

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 33,000 people worldwide and has 130 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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