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

Sensai to launch first fragrance ever

Since three years, Kanebo has undertaken a full revamping of its Sensai international brand, with the aim to transform it into an independent global luxury brand, with no reference to the rest of the group. After having redesigned all product packages, and refocused the brand identity on its Japanese origins and the unique properties of the Koishimaru silk, Sensai is about to launch its first fragrance next September. Explanations by Yuji Naito, President of Sensai Cosmetics.

Yuji Naito, President of Sensai Cosmetics Inc.

Yuji Naito, President of Sensai Cosmetics Inc.

Launched in 1983, four years after the first steps of Kanebo in Europe, the Sensai brand is the international flagship of the Japanese cosmetics giant. The brand is currently available in 4400 doors in 43 countries, mainly in Europe (34 countries) but also in the Middle East (8 countries) and South Africa. The main markets being Germany and Italy.

Signature ingredient and new design

We want to transform Sensai into an independent global luxury brand, with both functional and emotional features, with a strong and consistent identity, in order to compete with French and European rivals,” says Yuji Naito, who has been responsible for revamping the brand since 2012. Mr Naito thus decided that all Sensai products would be reformulated with Koishimaru silk, the prestigious ingredient that originally contributed to Kanebo’s success in Japan. Into cosmetic products, this silk, an exceptional fibre once reserved for the imperial family, has exceptional moisturizing properties and can stimulate the production of hyaluronic acid. As a second step, the design

Simultaneously, the brand entrusted Gwenaël Nicolas, a French designer based in Tokyo and founder of the agency Curiosity, to fully rethink the products packaging drawing on the brand’s roots and DNA. Thus were born in 2012 the new packaging inspired from silk cocoons.

In 2013, the brands transformation culminates with the launch of the Ultimate Cellular Performance range, and in January 2014, Sensai Cosmetics Inc. is created to succeed Kanebo International.

Growth strategy

Sensai is one of the five key brands of Kanebo. It must become a major player in the ‘super prestige’ segment and is poised to become Kanebo’s first true international brand by expanding from Europe to Asia,” adds Yuji Naito.

The brand will therefore carry on to strengthen its ultra-premium offer by completing its Ultimate range and continue to differentiate from its competitors through its Japanese origins in particular by communicating on its “skincare saho” method, derived from the Japanese tradition of hospitality and service.

In September 2015, Sensai will launch its very first fragrance, based on the collaboration between Mary Salamagne, perfumer at Firmenich, and designer Gwenael Nicolas. Named “The Silk” (of course!) the fragrance will be available in two 50 ml versions: Eau de Parfum and Eau de Toilette.

The fragrance will contribute to build the Sensai universe and reinforce the emotional side of the brand,” concludes Yuji Naito.

Entry into new markets will come next, with Asia as a priority.

Vincent Gallon


© 2015 - Premium Beauty News -
latest news

A new trade show dedicated to clean beauty in London

Dubbed Clean Beauty in London the new trade show intends to gather experts, scientists, suppliers, brands, influencers and journalists under one roof “to build the future of clean beauty.” Taking place on October 12 & 13, 2020 at The Brewery, located at 52 Chiswell Street at the heart of London, the event aims to encourage (...)

read more
job opportunities
Experts’ views
Haitian crisis: The Vetiver sector under great tension

Remi Pulverail
Haitian crisis: The Vetiver sector under great tension

What about this country that has been struggling for years between natural disasters, less and less efficient politicians, poorly managed and inefficient international aid and the consequences for the fragrance industry? Without going back to the times of colonization, Haiti has suffered in recent years from several phenomena that (...)

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