Premium Beauty News - Bondi Sands, the Australian self-tanning specialist acquired by Kao in 2023, is launching in pharmacies. Why did you choose this retail channel?
Sébastien Viennot - Unlike their British counterparts, French consumers still associate self-tanners with streaking, difficult application, and unnatural-looking results. These perceptions have held back category development, leaving the French market relatively underdeveloped. Bondi Sands is an internationally recognized brand with a strong reputation, built on iconic products such as its self-tanning mousse, reusable applicator mitt, and tan eraser. Together, these products have the potential to make French consumers change their opinion about self-tanners.
We chose the pharmacy channel because we believe pharmacists are best placed to educate, advise, and reassure consumers. Our ambition is for Bondi Sands to become the reference self-tanning brand in pharmacies, enabling consumers to achieve a natural-looking, sun-kissed glow all year round without compromising skin health. In addition, there was previously no dedicated self-tanning specialist in this channel. We are currently available in around 20 pharmacies, where we support sell-out with educational point-of-sale materials that answer consumers’ key questions.
We will also soon launch targeted campaigns on Instagram and TikTok – platforms where Bondi Sands already enjoys strong awareness — working with lifestyle influencers who first discovered the brand while travelling and are already genuine users. Their educational content will demonstrate how easy the products are to apply and help overcome the remaining barriers to trial.
Premium Beauty News - Kao also owns John Frieda, a major player in the haircare market. What prompted its complete overhaul?
Sébastien Viennot - John Frieda is currently the 10th-largest brand in the mass-market haircare segment. However, it had not undergone a major transformation in nearly a decade. It was therefore essential to evolve the brand to enhance its appeal and reinforce its premium positioning within a highly competitive category.
We have modernized its visual identity with a cleaner, more premium, and contemporary design. We also carried out significant work on formulations: simplifying ingredient lists, removing certain controversial ingredients to improve Yuka scores, enhancing biodegradability, and transitioning to 100% vegan, PETA-certified formulas.
At the same time, we sought to strengthen the brand’s sensory identity. To achieve this, we partnered with DSM-Firmenich to develop AuraBoost, a signature fragrance designed to evoke positive emotions and enhance feelings of energy and confidence. This shared olfactory base is then complemented by a signature note specific to each collection — such as bright citrus for the Blonde range or rich florals for the Colour range, and so on.
This transformation also brings innovation, notably with the launch of new Lisse Infinie range, comprising four products designed to tap into the "liquid hair" trend.
Finally, we rolled out a major marketing initiative featuring a cinema campaign timed with the release of the movie The Devil Wears Prada 2, as well as an event in early June at the Monoprix Montparnasse in Paris; the store was transformed into a genuine fashion runway for the occasion to showcase our various product lines through inspiring looks.
Premium Beauty News - The Bioré brand has also undergone a makeover. Tell us about it.
Sébastien Viennot - Indeed, Bioré is continuing its expansion in France - where it has been sold in mass-market retail since 2017, the year it first made a name for itself with its famous pore-clearing nose strips. The brand has now adopted a modernized visual identity, featuring a cleaner, more minimalist blue design.
Several product innovations have launched since the beginning of 2026: the Pimple Patch Gel — which established itself as the category leader after just two months on the market — the Pore-Perfecting Nose Bubble Mask, and, most recently, our Bioré UV SPF 50 sunscreen (Glow version), a product that is particularly popular in Asian markets.
Premium Beauty News - Could you tell us more about Curél, which launched in France and Germany just over a year ago following a successful debut in the UK? What is your initial assessment?
Sébastien Viennot - Early feedback has been encouraging. Curél is currently stocked in over 130 independent pharmacies, as well as at Parashop. The brand is also gradually expanding into Carrefour’s parapharmacy sections as part of the retailer’s new store concept. However, rollout in pharmacies has been somewhat slower than initially expected, in a highly competitive environment where pharmacists require strong assurances regarding sell-through and consumer demand. That said, the brand’s positioning - built around a simple skincare routine, double cleansing, and strong value for money - has been very well received. We implemented a robust communications plan, including sampling campaigns, in-store visibility, and promotional activations.
Premium Beauty News - What are Kao’s ambitions for Europe?
Sébastien Viennot - While Asia remains Kao’s core market, Europe is a key driver of growth and international expansion for the Group. Within this region, France is a priority market. Our ambition in France is to progressively close the gap with markets such as Germany and the UK in terms of sales volume. More broadly, Kao continuously assesses opportunities to introduce and expand its brands across European and French markets.
While we have no concrete announcements to share at this stage, strengthening and expanding our brand portfolio in these regions remains a strategic priority.
