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2019/08/29

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Restaging the prestige brand est with a new high added value line

Proposing new skincare approaches through coaching-based customer counseling

On November 8, 2019 Kao Corporation (Michitaka Sawada, President) will be restaging its prestige brand est by introducing a new high added value line into the mix. Fourteen items of three types will be released at prices ranging from 11,500 to 12,000 yen before taxes. With the emphasis on the concept of "Together Growing Beauty" the brand will be revamped through the incorporation of a three step skincare routine involving three types of serum and counseling incorporating the idea of coaching. est is evolving to become a brand that is able to work together with customers to search for and provide ongoing support for the distinctive beauty to which every woman aspires.

Leading up to the brand restage

A flurry of premier products selling at prices higher than 10,000 yen are emerging in the Japanese skincare market, especially in the department store segment, which is comprised mainly of international and Japanese prestige cosmetics. A survey by Kao has shown a growing desire among consumers to spend on beauty products and beauty treatments. The trend has emerged not just in Japan, but in other parts of Asia like China and Singapore. The rising consumer spending in beauty assures further growth of the cosmetics market.
To respond to the growing demand of premium products, Kao is introducing a full-fledged high added value line that will form the new core of the est brand.
The keynote concept of the new est line is "Together Growing Beauty." Three new serums will be introduced for application through a three step care routine. At the same time, in-store beauty counseling will incorporate the idea of coaching. est "Beauty Advisors" will become "Growing Partners" who join customers on their beauty quests by planning skincare tailored to the customers' beauty aspirations and visualizing skin quality using skin analysis devices.
The cosmetics division of the Kao group seeks to stimulate the creation of strong brands within the new global portfolio put together in May 2018. As one of the G11 strategic brands poised to grow in the global market, est has been restaged to strengthen its position as a prestige brand. The coming new line of est products will also be introduced in South Korea and Singapore, where est is already on the market. In 2020 est will expand its brand presence in Asia through the sales network of Kao China and Kao Hong Kong.

Features of the products

The high added-value line is an anti-ageing*1 line applied through a three step "GP cycle serum care" routine consisting of est SERUM O.N.E., est G.P. CONDITIONING SERUM, and est G.P. ENRICHED SERUM. The first step, est SERUM O.N.E., is a foam-type carbonated*2 serum that conditions the skin to activate beauty. The second step, the lotion-type serum est G.P. CONDITIONING SERUM, protects the skin from damage caused by dryness. The third step, the emulsion-type serum est G.P. ENRICHED SERUM, enriches the skin with abundant moisture.
est G.P. CONDITIONING SERUM and est G.P. ENRICHED SERUM each come in a line-up of three types: Lifting moisture (firm), Moisturizing, and Lucent (clarity brought about by moisture). Customers can select the most suitable formula as their skin condition changes from season to season and year to year. All three serums contain est Advanced Ingredient GP Cycle Complex*3 . Moisturizing ingredients pervade and enrich the entire skin surface, from the deepest layer to all cells of the stratum corneum.

  • * 1 Skincare for moisture and firmness according to age.
  • * 2 Carbonated gas (spray)
  • * 3 est SERUM O.N.E.: GP Cycle Complex α (Moisturizing ingredients: Citrus Junos Peel Extract, Propanediol, PEG - 32). est G.P. CONDITIONING SERUM: GP Cycle Complex β (Moisturizing ingredients: Amidinoproline, Panax Ginseng Root Extract, Polianthes Tuberosa Polysaccharide, Dipropylene Glycol). est G.P. ENRICHED SERUM: GP Cycle Complex γ (Moisturizing ingredients: Rosemary Leaf Extract, Phytosphingosine, Polianthes Tuberosa Polysaccharide, Butylene Glycol).

◆Product descriptions◆

(The indicated prices are the manufacturer's recommended retail prices)

Product names, product items, volume,
prices		 Product features
est SERUM O.N.E. (quasi-drug)
(Retail name: est Essence T)
Two items, 90 g,
main unit ¥12,000,
refill ¥11,500

 Beauty Instigator:
A foam-type serum to start the beauty care by conditioning the skin with abundant moisture.
A fine, carbonated foam-type serum applied as the first step in the beauty care process. The serum contains luxurious supplies of beauty ingredients to moisturize and soften the skin.
- Active ingredients: Niacinamide protects the skin from roughness and chapping.
- GP Cycle Complex α
(Moisturizing ingredients: Citrus Junos Peel Extract, Propanediol, PEG - 32)
est G.P. CONDITIONING SERUM,
6 items in total
- lifting moisture
- moisturizing
- lucent
100ml each
Main unit ¥12,000,
refill ¥11,500

 Protection:
A lotion-type serum to provide abundant moisture and protect the skin from damage caused by dryness.
Nourishes the skin with rich moisture, protects from dryness and keeps the skin hydrated.
- GP Cycle Complex β
(Moisturizing ingredients: Amidinoproline, Panax Ginseng Root Extract, Polianthes Tuberosa Polysaccharide, Dipropylene Glycol)
est G.P. ENRICHED SERUM,
6 items in total
- lifting moisture
- moisturizing
- lucent
80g each
Main unit ¥12,000,
refill ¥11,500

 Enriching:
An emulsion-type serum to fill the skin with rich moisture and provide firmness.
The thick serum supplements moisture for firmer, abundantly moist skin.
- GP Cycle Complex γ
(Moisturizing ingredients: Rosemary Leaf Extract, Phytosphingosine, Polianthes Tuberosa Polysaccharide, Butylene Glycol)

◆Date and sales locations of release◆
Japan: November 8, 2019
South Korea: Scheduled for 2019
Kao Hong Kong, Kao Singapore, Kao China (planned): Scheduled for spring 2020 onward

*This release is a translation of the release published in Japanese.

Media inquiries should be directed to:

Corporate Communications
Kao Corporation

+81-3-3660-7043
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