[Kao Corporation (News Release)] Kao rebrands its anti-aging hair care brand *¹ Segreta. Launch of “Segreta PREMIER”, a luxurious hair product
Kao Corporation (News Release) Press release: October 7, 2024 Kao rebrands hair aging care*¹ brand “Segreta”. Launch of “Segreta PREMIER”, a luxurious product for hair Becoming a luxury brand that pursues functional beauty Starting in the fall of 2024, Kao Corporation (President: Yoshihiro Hasebe) will introduce a new brand concept for its hair aging care brand “Segreta” that is “beautiful from the core of your hair” as part of its hair care business transformation. , carry out rebranding. As a symbol of this, “Segreta PREMIER” will be released in advance at some drug chains on October 26, 2024. In addition, the existing “Segreta” basic series will have a new package design, and the non-rinse treatments “Segreta Sheer Coat Hair Mist” and “Segreta Smooth Fit Hair Oil” will be added to the lineup and will be released. In the future, we will develop “Segreta” as a luxury brand that pursues functional beauty, offering the joy of updating your charm with essential hair care tailored to the age of your hair.
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1. Aim of release Kao launched “Segreta” in 2007 as a hair care brand that leverages the knowledge gained from years of hair aging care*¹ research. We offer hair care that adds firmness and body to thinning hair and creates a soft finish, and has been supported by adult women. In recent years, the high-premium hair care market*² has been on the rise. Even in the generation where hair changes with age, many people are looking for care methods that they can agree with in order to keep their hair beautiful, and more and more people are supporting high-premium products. When we dig deeper into the voices of consumers, we find that not only do we have product features that provide anti-aging care*¹ for hair, but also a world where they can feel a sense of sophisticated luxury that enhances their own attractiveness. There is a tendency to place emphasis on elements that affect emotions, such as appearance and packaging (according to Kao research). Therefore, Kao will rebrand “Segreta” to a luxury brand that pursues functional beauty. The main customer image of “Segreta”, which has been redefined with emotional needs as its starting point, is a strong independence-oriented adult woman who wants to “live an elegant and sophisticated life.” When choosing things, they tend to place emphasis on a “sophisticated sense of luxury.” When it comes to hair care, we are looking for not only high quality and effective results based on advanced technology, but also sophisticated and elegant designs and worldviews that constantly enhance our charm. In addition, in terms of the awareness and reality of hair problems, as we age, adult women’s hair problems tend to become more complex, such as not only a lack of firmness and body, and a decrease in volume, but also frizz, dryness, and loss of shine. I know (according to Kao research). One of the reasons for these hair problems is that the internal lipids in the hair decrease with age and damage, causing the hair to become hollow and have a reduced internal density. From the rebranding of “Segreta”, we will release the high premium line “Segreta PREMIER” as a symbol of the new “Segreta” and renew the “Segreta” basic series. We propose essential care according to the age of your hair and bring out the beauty of sophisticated adult hair. *1 Care according to age *2 Classified into “High Premium (1,400 yen or more)” and “Mass (Premium Mass/Reasonable Mass) (less than 1,400 yen)” (*Based on the selling price of pump-type shampoo/conditioner) 2. Product features of “Segreta PREMIER” “Segreta PREMIER” is based on the series concept of “devoting luxury to your hair,” and features Kao’s cutting-edge technology and carefully selected ingredients, as well as a delicate design, rich texture, and deep fragrance, all with a focus on comfort. , a series that will take your beauty confidence to the next level. “Segreta Premier Condensed Serum Shampoo” uses “Beauty Stock Technology” that stores ingredients in the lamellar layer of the shampoo, and contains an unprecedented amount of serum ingredients*³ in the history of Segreta Shampoo. By applying a shampoo with a serum-like texture to your hair and doing a “serum wrapping wash” that wraps the entire hair, it transforms into a high-density cream foam. It generously delivers serum ingredients*³ to each hair while washing it, providing a moment of bliss.
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-731f033a5d620526ce6b9c2e2cc23c92-3200×1648.jpg https://img.youtube.com/vi/Plr2jaudyuU/sddefault.jpg https://www.youtube.com/watch?v=Plr2jaudyuU “Segreta Premier Texture Changing Treatment” has a rich texture that instantly melts when applied to your hair, changing its texture to a smooth texture. Rich serum ingredients *⁴ penetrate deep into the hair. In addition, it uses a “pseudo cuticle coating technology” that coats especially damaged hair and intensively repairs damaged areas. For adults’ frizzy hair, which tends to chip and the cuticle tends to get frizzy due to damage, by intensively repairing the damaged areas on the hair surface, it suppresses frizz and gives it a smooth texture.
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-58167994f25a10652248756ca2bd662e-3900×2204.jpg At the same time, we also have a lineup of “Segreta Premier Highly Concentrated Serum Oil”, a no-rinse treatment that can be used on the skin with 99% naturally derived ingredients, and “Segreta Premier Shiny Detangling Brush”, which cares and loosens the delicate hair of adults. . The scent is common to the “Segreta PREMIER” series and is “Bright Rose Mariage, a scent that awakens beauty.” A luxurious blend of geranium, ylang-ylang, fresh apricot, and gentle musk, with the gorgeous scent of the rare Japanese rose as the main character. Finished with a scent that gives you a sense of depth.
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-a0297301b453b3c3422757dc424c4931-1988×1590.jpg *Image *3 [Ceramide S (repair)] Bismethoxypropylamide isodocosan [11 types of amino acids (repair)] Arginine, aspartic acid, glycine, alanine, serine, valine, isoleucine, proline, threonine, histidine, phenylalanine [6 types] Beautiful hair essence (shiny/moisturizing)] Pearl extract (hydrolyzed conchiolin), royal jelly extract, rose hip extract (rose canina fruit), hyaluronic acid, coconut oil derivative (PPG-3 caprylyl ether), eucalyptus extract > *4 [Ceramide S (repair)] Bismethoxypropylamide isodocosan [11 types of amino acids (repair)] Arginine, aspartic acid, glycine, alanine, serine, valine, isoleucine, proline, threonine, histidine, phenylalanine [8 types] Beautiful hair essence (shiny/moisturizing)] Pearl extract (hydrolyzed conchiolin), royal jelly extract, rosehip extract (rose canina fruit), hyaluronic acid, coconut oil derivative (PPG-3 caprylyl ether), eucalyptus extract, malic acid , lactic acid 3. Renewal of “Segreta” basic series The “Segreta” basic series is based on the new concept of “beautiful from the core of hair” and strengthens proposals for essential care according to the age of hair, with ingredients and formulations that utilize knowledge of hair aging care*¹. We will renew it as soon as possible. The packaging of our shampoo and conditioner has been redesigned to give you a sophisticated and luxurious feel that enriches your mood. This series has a high quality feel and can be used on a daily basis. In addition, we will be adding “Segreta Sheer Coat Hair Mist” and “Segreta Smooth Fit Hair Oil” to our lineup. Both products are leave-in treatments that are suitable for adult hair and have a light feel that does not weigh them down.
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-885b481836166c6486fc4334eb5d7138-3900×1315.jpg “Segreta Sheer Coat Hair Mist” uses a sheer coat formula that is ultra-thin and provides long-lasting care with high adhesion. It wraps and repairs your hair from roots to tips, moisturizing it but not weighing it down and leaving your fingers running smoothly. “Segreta Smooth Fit Hair Oil” uses a smooth fit formula that can coat hair thinly and evenly deep into the hair strands. The oil penetrates and repairs each hair, making it manageable and manageable over time. *1 Care according to age “Segreta” will continue to offer the joy of updating your charm as you grow older. 4. Product overview
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-c3bda1368db5c1484bdc28cdd995c764-2532×2696.png Product name Segreta Premier Condensed Serum Shampoo Contents Pump 200ml, refill 150ml Product features Unprecedented amount of serum ingredients in Segreta shampoo*³ To the hair generously Beauty serum ingredients*³ Enjoy a blissful time when you wash as if you were wrapped in A thick, rich serum shampoo created using Kao’s
cutting-edge technology. When you spread it on your hair, wrap it and wash it, it becomes a cream-like foam filled with serum ingredients*³. ●Ceramide S combination (repair) ●Contains 11 types of amino acids (repair) ●6 types of beauty hair essence (gloss/moisturizing) ●Hair care ingredients*⁵ (protection of hair surface) approximately 17 times*⁶ Contains ●Non-silicone prescription ●Sulfate free/paraben free/synthetic colorant free ●Fragrance that awakens beauty: Bright Rose Mariage *3 [Ceramide S (repair)] Bismethoxypropylamide isodocosan [11 types of amino acids (repair)] Arginine, aspartic acid, glycine, alanine, serine, valine, isoleucine, proline, threonine, histidine, phenylalanine [6 types] Beautiful hair essence (shiny/moisturizing)] Pearl extract (hydrolyzed conchiolin), royal jelly extract, rose hip extract (rose canina fruit), hyaluronic acid, coconut oil derivative (PPG-3 caprylyl ether), eucalyptus extract *5 Glyceryl caprate, lauric acid, myristyl alcohol, isopropyl palmitate, mineral oil, squalane, sunflower seed oil *6 Comparison with Segreta Shampoo, soft from the roots [Recommended usage]
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https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-a491961cb967ff0aaf4cc024612939fb-2172×2132.png Product name Segreta Premier Texture Change Treatment Contents 200g Product features “Change in texture” that you can see from the moment you apply it to your hair Beauty serum ingredients*⁴ Penetrates deep into the hair and makes it smooth Although it is thick, it melts into your hair and leaves it smooth to the touch. Rich serum ingredients*⁴ fill the deep layers of your hair. ●Ceramide Ceramide S combination (repair) ●Contains 11 types of amino acids (repair) ●8 types of beauty hair essence (gloss/moisturizing) ●Pseudo cuticle coating (Intensive repair by coating especially damaged hair) ●Fragrance that awakens beauty: Bright Rose Mariage *4 [Ceramide S (repair)]
Bismethoxypropylamide isodocosan [11 types of amino acids (repair)] Arginine, aspartic acid, glycine, alanine, serine, valine, isoleucine, proline, threonine, histidine, phenylalanine [8 types] Beautiful hair essence (shiny/moisturizing)] Pearl extract (hydrolyzed conchiolin), royal jelly extract, rosehip extract (rose canina fruit), hyaluronic acid, coconut oil derivative (PPG-3 caprylyl ether), eucalyptus extract, malic acid , lactic acid
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-55341ae1cc3224031961dcb4c3b6a832-2192×2092.png Product name Segreta Premier Highly Concentrated Serum Oil [Non-Rinse Type] Contents 50ml Product features Highly concentrated serum oil that can be used on the skin with 99% naturally derived ingredients For smooth and manageable hair Condensed with 7 carefully selected beauty hair essences*⁷ and hair-protecting ingredients*⁸. For moisturized, shiny hair that you’ll want to touch. ●Carefully selected beauty serum ingredients 7 types of beauty hair essence*⁷ Contains (moisturizing/shining) ●Contains hair protection ingredients ceramide S*⁸ & squalane oil ●Fragrance that awakens beauty: Bright Rose Mariage *7 Lavender oil, evening primrose oil, jojoba seed oil, camellia oil, olive fruit oil, macadamia nut oil, pearl extract (hydrolyzed conchiolin) *8 Bismethoxypropylamide isodocosan
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-cae1893b195e3f78a5303129836fc113-2212×2672.png Product name Segreta Premier Glossy Detangling Brush Product features Just comb it out and it won’t get tangled. Give your hair shine and manageability A detangling brush that takes care of damage to your hair The carefully designed design provides a pleasant feeling as the brush passes through your hair without any tangles or tangles. Gently loosen the skin so that it glides on smoothly. ●High-density & low-friction multi-detangling system ●Multi-layer arrangement of 135 pins of two types with different characteristics
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-6ed17089747d9013a700e0f353509d39-3900×3900.jpg Product name Segreta Sheer Coat Hair Mist Contents 170ml Product features Soft and light. For moisturized hair ● Sheer coat formula wraps and repairs hair from roots to tips ● Protects from external stimuli such as iron heat and friction ● Gives a soft and light finish while providing moisture ● A smooth and smooth fingertip that makes you want to touch it ● Hair serum ingredients*⁹ Contains
(moisturizing) ● Aromatic rose scent *9 3 types of extracts
(pomegranate, rose, eucalyptus), hyaluronic acid, hydrolyzed collagen,
DPG https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-66b9ecceaef7325e96cffee97fa027cc-3900×3900.jpg Product name Segreta Smooth Fit Hair Oil Contents 60ml Product features Smooth and cohesive. For manageable hair ● Smooth fit formula penetrates into the hair and repairs it. ● Suppresses frizz and adjusts hair flow ● A smooth and cohesive finish ● Moist and soft texture that makes you want to touch it ● Contains hair serum ingredients*¹⁰ (moisturizing and adding shine) ● Herbal bouquet scent *10 3 types of extracts (pomegranate, eucalyptus, rosehip), camellia oil, macadamia oil, squalane *Manufacturer’s suggested retail price is not set for all cases In addition to the above products, we will change the packaging of the existing “Shampoo/Conditioner – Softens from the roots”, “Shampoo/Conditioner – Even curly hair”, and “Treatment” to develop the series as a whole.
https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-9e1b09464e0ef81a38b15a4e130854cb-3660×1204.png 5. Release date/Stores “Segreta PREMIER” October 26, 2024 / Advance sale at Welcia Group, Welcia.com, and Kao official online shop (My Kao Mall). After that, plans to expand sequentially “Segreta” Basic Series October 19, 2024/Nationwide About Kao hair care business
transformation Under the business vision of “transforming hair’s vitality into people’s vitality,” Kao is reorganizing 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 brand. Image
URL: https://prcdn.freetls.fastly.net/release_image/70897/438/70897-438-2bedb855fad600662001b531bbc4d53d-1280×1466.jpg In this business transformation, we are making a full-fledged entry into the expanding “high premium” market*², 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*² to enhance their brand power. Through these reforms, Kao will develop and strengthen its hair care business into a growth driver. *2 Classified into “High Premium (1,400 yen or more)” and “Mass (Premium Mass/Reasonable Mass) (less than 1,400 yen)” (*Based on the selling price of pump-type shampoo/conditioner) Related information ~Starts transformation of Kao hair care business and strengthens development into a growth driver business~Launch of first new brand “melt” Kao’s main hair care brand “Essential” rebranding launches first product “Essential Premium” Kao’s main hair care brand “Essential” rebranding Second edition “Essential” basic series renewed ~ Kao promotes business transformation in hair care ~ Launches second new brand “THE ANSWER” 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.
