Kanebo Cosmetics announced it will launch a new high-end brand in Japan and internationally. Named KANEBO, the new line will be based on the principles of “Chrono Beauty” with products focusing on skincare makeup and wellness.
“KANEBO is positioned as a prestige brand, and created for women who seek essential qualities and share perceptions of universal beauty. Unlike conventional images of luxury, KANEBO projects a realistic female image with a sense of intuition, reflecting a simple, natural lifestyle. To further differentiate it from the gorgeous prestige concepts of the past, Kanebo Cosmetics has coined the image as ‘new prestige’,” explains the Japanese cosmetics group in a release.
The new brand will be launched in September 2016 in Japan to coincide with the celebration of the group’s 80th year in the cosmetics business.
After its debut in Japan, the KANEBO brand will be launched in Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam in November 2016, and expand to Europe and Russia in 2017.
In 2012, Kanebo Cosmetics had launched an ambitious programme to reorganize its portfolio of brands. However, this reorganization was disturbed in 2013 when some skin-whitening products made by the Tokyo-based company were found to have caused white blotches on the skin of several users. More recently, Kanebo Cosmetics entirely revamped its Sensai international brand that also launched its first fragrance ever.