Kao rebrands Kanebo beauty line with focus on hope

By Becky Bargh 28-Nov-2019

To kick off the revamp in spring 2020, the brand will be launching 44 new colour cosmetics and a face wash product

Japanese beauty company Kao is preparing to revamp its global cosmetics brand Kanebo.

From spring 2020, Kanebo will take on its new ‘Hope’ concept for its marketing campaigns.

To kick off the rebrand, Kanebo will be releasing 44 colour cosmetics followed by a new face wash, which are designed to appeal to a broad range of consumers.

The brand’s store counters and packaging will also adopt a new design.

Kanebo’s new products are said to be manufactured with environmentally-friendly materials using less plastic wrapping, meanwhile, the in-store design will be based on its ‘Birth of Hope’ theme.

The brand’s latest TV advert is set to launch in January followed by pop-up events, as well as a selection of print and online campaigns.

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Kanebo first launched in 2016 under Kanebo Cosmetics with a premium skin care line, based on its ‘making your life a masterpiece’ marketing concept.