Beauty & Balance

Kao Revamps the Strategy for Its Cosmetics Business

TOKYO — Yoshihiro Murakami, the new president and representative director of Kanebo Cosmetics who assumed the post at the beginning of the year, spoke to journalists for the first time on Friday regarding parent company Kao Group’s strategy for its cosmetics business moving forward. He said the company will focus on building a new global portfolio of strong brands.

In addition to Kanebo’s directly managed brands such as Sensai, Kate Tokyo, Suisai and Kanebo, subsidiary E’quipe runs the brands RMK and Suqqu. Kao’s beauty portfolio also includes directly owned brands such as Molton Brown and Curél. In total between Kao and Kanebo, there are currently 49 brands, making for what Murakami called an “unclear” portfolio.

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