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SENSAI to Launch Official Online Store in Europe

On April 14, 2021, Kao Corporation launched an official online store in Europe for SENSAI, its super prestige brand. While SENSAI is already available at various retailer platforms, the official SENSAI online store offers customers unparalleled consultation services tailored to their individual needs.


About the launch: purpose and background

With its emphasis on a personal, uniquely Japanese style of counselling, SENSAI has been a popular brand on the European market for more than forty years. The skincare routine and step-by-step techniques to bring out beauty from the skin have been inspired by "Saho," the spirit embodied in rituals such as the Japanese tea ceremony. Saho combines a sense hospitality with the belief that every human encounter is precious.
The digitization of customers is accelerating further under the Covid-19 pandemic these days, and then the SENSAI brand will be launching its official online shop to serve them. Besides selling products, the website will enhance the user experience by providing services unique to SENSAI. Customer data collected from the website will be used to guide the brand's product development. By strengthening retention functions such as customer reviews and the display of best-selling items, SENSAI will be forming stronger bonds with customers and providing higher value.

Outline of the launch

Date of launch: April 14, 2021
Countries: UK, Germany, France, Switzerland, Italy
Website Address:
UK (English):
Germany (English):
Germany (German):
France (English):
France (French):
Switzerland (English):
Switzerland (German):
Switzerland (French):
Switzerland (Italian):
Italy (English): *
Italy (Italian): *

  • * Open on April 28, 2021

Virtual counselling functions

The unique brand of SENSAI counselling will evolve further through the force of detailed AI analysis. A series of functions to share ideas with customers on SENSAI products and beauty rituals best suited to individual preferences will gradually be introduced.

First release: Foundation Finder



Foundation Finder is a shade finder function that enables every online customer to select and purchase the foundation colour best suited to their own skin tone and shade.

Future developments

Souichi Yamaguchi, Vice President, SENSAI brand at Kao Corporation, has the following to say about SENSAI's official online store in Europe:
"SENSAI creates conditions that encourage customers to appreciate the luxuries available in life, and to live both sensitively and scrupulously. As we move into e-commerce, SENSAI customers can enjoy our in-store style of services, with the same emphasis on personal relationships, in a virtual setting. They will receive personalized counselling to help them find the items exactly suited to their needs, exactly when they need them. Our customer experience management (CXM) approach will move in a direction unique to SENSAI, with a strong focus on post-purchase retention methods. We will also be pursuing consumer-to-consumer (C to C) activities in China, with plans to enter the e-commerce space in China's domestic market this autumn."

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 1,400 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.

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