Kao reveals new brand organisational structure

By Julia Wray 4-Feb-2021

Company’s new Cosmetics Business unit reorganises the brands into three groups by price-point

Japanese beauty business Kao Corporation has announced a new organisational structure to accelerate the group’s growth strategy for cosmetics.

The company’s new Cosmetics Business unit will reorganise the Kao brands into three groups.

The Prestige Business Group will encompass Kao’s SENSAI, est, Molton Brown, SUQQU, athletia and Kanebo brands, while the Masstige Business Group will manage Kao’s global premium brands marketed through self-selection channels, namely Sofina iP, Curel, freeplus, KATE and ALLIE.

Finally, the Regional Business unit will focus on Kao brands marketed in Japan: TWANY, LISSAGE, ALBLANC, DEW, Primavista, media and COFFRET D’OR.

Kao is also setting up four functional centres – Product Business Development, Beauty Research & Creation, Global Business and Business Planning & Management – to provide the groundwork to support these new groups.

In addition to this restructure, Kao is set to establish Kao Beauty Counseling Co, which merges two of its existing beauty counselling companies: Sofina Beauty Counseling and Kanebo Beauty Counseling.

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The company has said the move will strengthen brand communications and expand its consumer base by stepping up the productivity of its beauty consultants and enabling the appropriate allocation of personnel.