Kao Corporation is gradually phasing out the use of eye-catching plastic stickers (which are attached to product packaging and used to attract consumers' attention) on Bioré u body wash products,* body care products and bath additives launched in the spring of 2020. This is one of the initiatives being launched in relation to Innovation in Reduction, a priority action under the Kirei Lifestyle Plan (Kao's ESG strategy), and will contribute towards realizing Zero Waste, one of the 19 key leadership actions specified in the Plan.
Recognizing its responsibility as an enterprise that provides products which people use on a regular basis in their daily lives, the Kao Group takes active steps to reduce the environmental footprint of its products throughout the entirety of the product lifecycle. In April 2019, Kao launched the Kirei Lifestyle Plan, its ESG (environmental, social and governance) strategy, which incorporates 19 key leadership actions. Kao is now beginning the full implementation of related activities by enhancing its core value of Yoki-Monozukuri that it has built up through its corporate activities to realize "Yoki-Monozukuri with ESG integration (ESG-driven Yoki-Monozukuri)." Kao defines Yoki-Monozukuri as a strong commitment by all members to provide products and brands of excellent value for consumer satisfaction. It plans to further strengthen its initiatives incorporating environmental and social considerations.
Regarding the issue of plastic waste, which is a significant problem for society, Kao has for some time now been contributing towards the resolution of this issue by making the material used for plastic containers thinner, promoting the use of refill packs, making products more highly concentrated, and shifting over to larger-sized containers, etc. In addition, in September 2019, Kao announced that it would be focusing on Innovation in Reduction and Innovation in Recycling, so as to help realize a society characterized by effective plastic resource circulation. As part of these efforts, Kao is aiming to completely eliminate the use of eye-catching plastic stickers, which are attached to product packaging and used as a tool to attract consumers' interest.
Although eye-catching plastic stickers are beneficial in terms of making it possible to accurately inform consumers of product features, correct product usage etc. at the time of purchase, they also pose a problem because of the increased amount of plastic needed for manufacturing, and the increase in CO2 emissions deriving from plastic waste and disposal. Kao is now getting rid of eye-catching plastic stickers on Bioré u body wash products,* body care products and bath additives, by printing the information that used to be presented on the eye-catching plastic stickers on the bottle instead. Looking ahead, while promoting the elimination of eye-catching plastic stickers, Kao will also be switching over to different methods of communicating with consumers, for example by moving over to paper stickers made using FSC-certified paper when stickers are needed in order to inform consumers of how to use the product correctly. We are aiming to completely eliminate the use of eye-catching plastic stickers by the end of 2021.
In the future, the Kao Group will continue to implement its unique ESG activities globally, so as to deliver satisfaction and enriched lives for people around the world, and contribute to the sustainability of society.
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.