Kao expands market of Asience hair care brand in Asia

Wednesday, March 19, 2008 (Japan)

Kao Corporation (President and CEO: Motoki Ozaki) launches its premium hair care brand Asience Shampoo, Conditioner, and Treatment in Shanghai and Bangkok in spring 2008. This move will increase the number of Asience markets to five Asia areas, following existing sales in Taiwan, Hong Kong, and Singapore.

Since its initial launch in Japan in October 2003, Asience, as a premium hair care brand with the quest of enhancing the beauty of Asian women's hair, has received enormous support from women with a sophisticated beauty sensibility.

Over time, Asience has added new products in its lineup and repeatedly improved product quality with a further enhancement for the October 2007 re-launch in the Japanese market.

This dramatic evolution was accomplished by Kao's development of a proprietary technology that supports the function of 18-MEA, a key component on the cuticle, which is the outermost layer of the hair shaft. With this technology, which provides a protective coating for the cuticle, Kao has succeeded in recreating the smooth feel of undamaged hair.

Along with the launch of Asience in Shanghai and Bangkok, the renewed Asience line with the technology that supports the function of 18-MEA will be introduced into the three markets - Taiwan, Hong Kong, and Singapore - where Asience is already available.

Simultaneously with the launch, proactive promotional communication activities will be implemented to draw attention and express the attractive world of sophisticated "Asian Beauty" in each market.

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