Japanese cosmetics giant Kao Corporation is launching its hair care brand Essential Damage Care in Thailand and Singapore this month. With this launch, the brand will be marketed and sold in a total of four overseas regional markets, including Taiwan and Hong Kong where it was introduced in March 2009.

The company deems that global expansion is a key factor for its future growth and development. The Asian market, where high growth is expected, remains Kao’s first goal.

Kao intends to benefit from the experience and success of its high value-added products - those that achieved great success in Japan with strong support from consumers - and to market theme as pan-Asia brands: Attack (laundry detergent), Laurier (sanitary napkins), Bioré (skin care) and Asience (premium hair care).