[Kao Corporation (News Release)] – Kao promotes business
transformation in hair care – Launch of second new brand “THE ANSWER”
Kao Corporation (News Release) Press release: October 3, 2024 ~Kao promotes business transformation in hair care~ Launch of second new brand “THE ANSWER” [World’s first*¹] 5 essential ingredients for beautiful hair*² (repair) shampoo treatment, arrived at from Kao’s 100 years of hair care research Kao Corporation (President: Yoshihiro Hasebe) has launched the second new brand in its hair care business transformation, containing [a world’s first *¹] five essential ingredients for beautiful hair*² (repair), discovered through Kao’s 100 years of hair care research. The new shampoo and treatment hair care brand “THE ANSWER” will be released on November 2, 2024 (pre-sales will start in early October at select stores). Image
URL: https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-7bafc0b9e32b3705d854fa19d1610def-2400×1600.jpg
Aim of release In recent years, the high-premium hair care market*³ has been expanding. Consumers who support high-premium products say, “I expect expensive shampoos to not only look good in packaging but also feel good when used.” “Ingredients are important. I always check what ingredients are in them before buying.” “I want to continue using products that I am satisfied with” (2023 Kao research). In addition to elements that appeal to emotions, such as the worldview, concept, and packaging, high-quality products are required to have high quality and value, as well as functions such as ingredients and a satisfying feeling of use. Therefore, Kao proposes a new hair care brand, “THE ANSWER,” as the answer*⁴ to hair care that we arrived at after 100 years of hair care research. “THE ANSWER” is a [world’s first *¹] shampoo treatment that contains Kao’s five essential ingredients for beautiful hair*² (repair). No matter your hair type, it will lead to moisturized, manageable, shiny, smooth, and supple hair. *4 Within Kao Main customer profile of “THE ANSWER”
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-6c0b1e4e3df4134184db5eeeded399242-1280×720.jpg Under the business vision of “transforming hair’s vitality into people’s vitality,” Kao has reorganized its hair care brand formation based on the essential emotional needs of humans (see portfolio). With emotions as our starting point, we leverage Kao’s 100 years of knowledge in hair care research to promote manufacturing that consistently exceeds consumers’ expectations for each of our brands. The main customer target for “THE ANSWER” to be released this time is a strong independence-oriented woman who has a need to “live an honest and balanced life.” When choosing things, people tend to emphasize “strong personal preferences,” and when it comes to hair care, they tend to seek high-quality value, such as ingredient formulations based on advanced technology and high repair power. Technical background Hair is made up of approximately 80-90% protein, approximately 1-8% lipid, and the rest is water and melanin pigment. Based on 100 years of hair care research, Kao has focused on “protein” and “lipid.” These two play an important role in creating beautiful hair with the five elements of moisture, manageability, shine, smoothness, and
suppleness. However, damaged hair that has been repeatedly ironed or colored tends to lose protein and lipids, especially during daily hair washing. To maintain beautiful hair, it is important to repair damage and prevent hair from flowing out from within. Kao has now defined the five essential ingredients*² (repair) for beautiful hair from the perspective of approaching “proteins” and “lipids,” which are essential for beautiful hair. And we have developed a [world’s first*¹] shampoo treatment that contains the 5 essential ingredients for beautiful hair*² (repair). In particular, for shampoos, we have newly adopted “lamellar platform technology” that stores care ingredients in the constructed lamellar layer. Kao has formulated a large amount of lipid hair care ingredients*⁵ (repair), which were considered difficult to incorporate in shampoos. Although it contains approximately 12 times more lanolin fatty acids and ceramide α (bismethoxypropylamide isodocosan) (compared to our products), it achieves both basic performance such as good lathering and smoothness during rinsing. did.
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-95503bfbce542814b7c3bc73318a18a2-3900×1120.jpg *Annotations in images apply only to the content within the image *1 Combination of 5 ingredients: hydrolyzed keratin (wool),
bismethoxypropylamide isodocosan (Kao’s original ingredient), malic acid, lanolin fatty acid, and olive fruit oil (according to our research in March 2024 in the Mintel database) td> *2 Hydrolyzed keratin (wool), ceramide α (bismethoxypropylamide isodocosan), malic acid, lanolin fatty acid, fatty acid glyceride α (olive fruit oil) *5 Lanolin fatty acid, ceramide α (bismethoxypropylamide isodocosan) Product features “Jiancer Super Lamella Shampoo” uses “lamella platform technology” that stores care ingredients in the lamella layer built within the shampoo. It has a texture similar to that of a serum and is applied and washed, and the foam containing care ingredients is distributed throughout the hair, leaving it moisturized, manageable, shiny, smooth, and supple. “THE ANSWER” How to paint and wash https://img.youtube.com/vi/gY_I-66L3XE/sddefault.jpg
https://www.youtube.com/watch?v=gY_I-66L3XE
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-3b560defb19bc0ddcf1d4e33ac2851d4-2010×974.jpg The treatment series comes in three types that you can choose from depending on your hair damage concerns. It has a thick, stringy texture that wraps around your hair and responds to each type of damage. “Jiancer EX Moist Hair Treatment” is effective against daily damage caused by friction, UV rays, etc. Contains repair ingredients ceramide α (bismethoxypropylamide isodocosan) and fatty acid glyceride α (olive fruit oil) in high concentration*⁶. It leads to beautiful, manageable hair that is full of moisture. “Jiancer EX Gloss Hair Treatment” is effective against heat damage caused by irons, irons, etc. Contains repair ingredients malic acid and lanolin fatty acid in high concentration*⁶. It leads to shiny, smooth and beautiful hair. “Jiancer EX Repair Hair Treatment” is suitable for repeated color damage. Contains repair ingredients ceramide α (bismethoxypropylamide isodocosan) and lanolin fatty acids in high concentration*⁶. Repairs damage and leads to smooth, moisturized and beautiful hair. *6 Within “THE ANSWER” treatment The scent is common to all brands, and is a dignified and sophisticated scent of bergamot and daphne. A blend of translucent bergamot that makes you want to take a deep breath, and daphne, which has a slightly stimulating and cool impression. The fragrance has a refreshing and intellectual impression with accents of iris and herbs that become elegant over time. The design is inspired by a feeling of refreshment and clarity. Product overview Product name: Jiancer Super Lamella Shampoo
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-f826311809241cc78192ad29730eaa3a-3900×3601.jpg Contents: 400ml, refill 320ml, 1 trial 12ml Product features: [World’s first*¹] Shampoo with 5 essential ingredients*² (repair) for beautiful hair, arrived at from Kao’s 100 years of hair care research • Adopts “lamellar platform technology” that stores care ingredients in the lamellar layer built within the shampoo • Contains approximately 12 times more hair care ingredients*⁵ (repair) (compared to our products) • With a texture similar to a beauty serum, when you apply and wash it, the foam containing care ingredients will be distributed throughout your hair • For moisturized, manageable, shiny, smooth, and supple hair, regardless of your hair type Non-silicone formula/Sulfate free/Paraben free/Synthetic colorant free A dignified and
sophisticated scent of bergamot and daphne *1 Combination of 5 ingredients: hydrolyzed keratin (wool), bismethoxypropylamide isodocosan (Kao’s original ingredient), malic acid, lanolin fatty acid, and olive fruit oil (according to our research in March 2024 in the Mintel database) td> *2 Hydrolyzed keratin (wool), ceramide α (bismethoxypropylamide isodocosan), malic acid, lanolin fatty acid, fatty acid glyceride α (olive fruit oil) *5 Lanolin fatty acid, ceramide α (bismethoxypropylamide isodocosan) [Recommended usage]
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-73489da70b51d00acc489e5638eb57af-3712×1912.jpg *We recommend using it as a set with “THE ANSWER” treatment Product name: Jiancer EX Moist Hair Treatment Jiancer EX Gloss Hair Treatment Jiancer EX Repair Hair Treatment
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-054a492edaeddbe4fdb40f007329885a-3900×3047.jpg Contents: Body 220g, 1 trial 8g Product features: [World’s first*¹] Treatment containing the 5 essential ingredients for beautiful hair*² (repair) derived from Kao’s 100 years of hair care research • A dignified and sophisticated scent of bergamot and daphne • A thick texture that wraps around your hair and pulls strings [Jiancer EX Moist Hair Treatment] For everyday damage caused by friction, ultraviolet rays, etc.
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-4d04b5ce5563c6d92c5a9395eda57c6b-3900×3148.jpg Contains repair ingredients ceramide α (bismethoxypropylamide isodocosan) and fatty acid glyceride α (olive fruit oil) in high concentration*⁶ For beautiful, well-groomed hair full of moisture • Moist finish*⁶ ★★★☆☆ [Jiancer EX Gloss Hair Treatment] For heat damage from irons, irons, etc.
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-2501ce825a46ce5d3c6d5ac16a1c665e-3900×3134.jpg Contains repair ingredients malic acid and lanolin fatty acid in high concentration*⁶ For shiny, smooth and beautiful hair • Moist finish*⁶ ★★★☆☆ [Jiancer EX Repair Hair Treatment] For repeated color damage
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-7e09aac8014c194df2ada9bb02c9fd62-3900×3148.jpg Repair ingredient ceramide α (bismethoxypropylamide isodocosan) and Contains high concentration*⁶ of lanolin fatty acids Repairs damage and creates smooth, moisturized hair • Moist finish*⁶ ★★★★★ *1 Combination of 5 ingredients: hydrolyzed keratin (wool),
bismethoxypropylamide isodocosan (Kao’s original ingredient), malic acid, lanolin fatty acid, and olive fruit oil (according to our research in March 2024 in the Mintel database) td> *2 Hydrolyzed keratin (wool), ceramide α (bismethoxypropylamide isodocosan), malic acid, lanolin fatty acid, fatty acid glyceride α (olive fruit oil) *6 Within “THE ANSWER” treatment [Recommended usage] 1. After shampooing, lightly dry your hair and apply an appropriate amount of the treatment (about the size of a Muscat grain for semi-long hair [shoulder to armpit length]) to your hands. 2. Apply it from the damaged middle to the ends of the hair 3. After blending well, please rinse thoroughly *We recommend using it every day as a set with “THE ANSWER” shampoo Release date/Stores November 2, 2024 Available stores: Advance sale from early October onward at Loft, Loft Net Store, Hands, Hands Net Store, and @cosme shopping nationwide / November Welcia Group, Welcia.com, Kao official online shop (My Kao Mall), then , scheduled to be expanded gradually “THE ANSWER” brand site/official SNS Brand site Instagram X (old: Twitter) TikTok About Kao hair care business transformation
https://prcdn.freetls.fastly.net/release_image/70897/435/70897-435-e4051dc4aead7d36d6dc9551a963feff-1280×720.jpg Under the business vision of “transforming hair’s vitality into people’s vitality,” Kao has reorganized its hair care brand formation based on the essential emotional needs of humans. With emotions as our starting point, we leverage Kao’s 100 years of knowledge in hair care research to promote manufacturing that consistently exceeds consumers’ expectations for each of our brands. In this business transformation, we are making a full-fledged entry into the expanding “high premium” market*³, launching “melt” as the first product and “THE ANSWER” as the second product. At the same time, we will rebrand the existing brands “merit,” “Essential,” and “Segreta” in the “mass (premium mass/reasonable mass)” market*³ to enhance their brand power. Through these reforms, Kao will develop and strengthen the hair care business into a growth driver business. *3 Classified into “High Premium (1,400 yen or more)” and “Mass (Premium Mass/Reasonable Mass) (less than 1,400 yen)” (*Based on the sales price of pump-type
shampoo/conditioner) Related information Kao | Kao launches
transformation of hair care business, first product Melt Kao rebrands its main hair care brand “Essential” and launches the first product “Essential Premium” Rebranding of Kao’s main hair care brand “Essential” 2nd edition Renewal of the basic series of “Essential” Kao has set the vision of its medium-term management plan “K27” as “protecting future lives,” and is working to solve social issues through the “Global Sharp Top” business, which is a unique presence indispensable to everyone in the world. We will continue to
contribute.