Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Companies & industry

Kao to debut Sensai in Japan as a first step to broader Asian launch

In September 2019, Kanebo Cosmetics (Kao Group) will be staging a Japan debut for Sensai, their super-prestige brand now sold in more than forty countries with a focus on Europe. The brand will be available in the country’s most prestigious department stores. Sensai will also expand in duty free stores and cross-border e-commerce in Asia before being launched in China in 2020.

Initially a local brand focus on Europe, Sensai is growing as a key asset of Kao’s global portfolio of cosmetic brands. The Japanese group prepares to introduce the brand into the Japanese market in September 2019 before a Sensai debut in China in 2020 followed by an expansion of the brand throughout Asia.

Launched in 1983, Sensai products are now sold in some 4,000 department stores and perfumeries in more than forty countries, mainly in Europe and the Middle East. All the products in the range are manufactured in Japan and are deeply rooted in the Japanese culture with Koishimaru silk as a key ingredient and skin care and make-up rituals inspired from the etiquette of the Japanese tea ceremony.

Sensai will debut in Japan with 75 items already marketed globally. The core of the Sensai range in Japan will be the anti-aging care “AS Series” comprised of three products: beauty lotion, emulsion, and cream.

Focus on travel retail

However, Sensai’s Japan debut will focus on the travel retail channel for overseas customers. Only a limited number of prestigious department stores as well as an official Sensai online shop will carry the brand domestically, announced Kao. “Points of sale such as exclusive duty-free counters in Japan and other major hubs in Asia will strengthen Sensai in travel retail. Customers in China will also have the opportunity to purchase products before the launch in China through a cross-border e-commerce site from this autumn,” states the group in a release.

This decision follows the global reorganization of the group’s brand portfolio announced by Kao in May 2018.

Vincent Gallon


© 2019 - Premium Beauty News -
latest news
MakeUp in newYork hosted more than 3800 visitors, with a growth of 12% of international guests.

MakeUp in New York moves to Javits Center to continue growing

The latest edition of MakeUp in NewYork was a huge success, announced the organisers. Held at the Center415 on 5th Avenue, in Manhattan, on September 11&12, 2019, the two-day B2B event dedicated to the makeup and skincare supply chain welcomed more than 3800 visitors, with a growth of 12% of international guests. Brazil, Canada, (...)

read more
job opportunities
Experts’ views
INFINITE BEAUTY. Embracing the future

Lipotec - Lubrizol
INFINITE BEAUTY. Embracing the future

Technologies that were unthinkable only a decade ago are now must-have essentials. We carry our lives in our smartphones. There’s an app for just about everything. And wearable technology, augmented reality and artificial intelligence are creating limitless possibilities for us to move, perform, look and feel better than ever. As (...)

read more
E-shop - latest publications
Regulations on the registration of cosmetic products in China (part2)
95.00 € excl. tax
Handbook. Cosmetics laws & regulations in the USA
100.00 € excl. tax
Regulations on the registration of cosmetic products in China
200.00 € excl. tax
Go to top ↑


We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies