Japanese cosmetic group Kao Corporation is embarking on a significant makeover of its primary Hair Care division. As a pivotal step in this process, Kao is introducing melt, a new hair care brand focused on providing “beauty care for moments of relaxation,” slated for release on April 20, 2024 (with select stores offering it in March before the official launch).
Looking ahead, Kao plans to unveil additional new brands and revamp existing ones to revitalize the overall brand portfolio of its Hair Care segment. This strategic transformation aims to elevate Kao’s Hair Care division into a key engine for growth.
Kao initiated hair care research back in the 1920s, culminating in the introduction of the Kao Shampoo Bar in 1932. This innovation not only popularized the term “shampoo” in everyday language but also revolutionized hair-washing habits in Japan. Leveraging its technological advancements, Kao consistently developed a diverse range of products tailored to meet evolving needs and address the concerns of consumers across different generations. Now, drawing from a century of hair care expertise, Kao is embarking on a transformative journey for its Hair Care business, guided by the new business vision “Hair: The Power of Life.”
Kao has announced its intention to fully embrace the expanding high-premium market as part of its business transformation efforts. The initial move involves the introduction of the new brand melt, with further brand launches slated for the future. Concurrently, existing brands like merit, Essential, and Segreta, positioned in the mass market’s premium and reasonable segments, will undergo rebranding to strengthen their brand appeal. By implementing these brand innovations, Kao aims to position its Hair Care business as a significant driver of growth.
