Kanebo to Release Luxury Cosmetics Brand in Japan

Economy

Tokyo, June 18 (Jiji Press)--Kanebo Cosmetics Inc. plans to introduce its luxury cosmetics brand Sensai, currently sold mainly in Europe, in Japan in September.

The firm will launch the brand in China in 2020 and later in other Asian countries.

By accelerating efforts to spread the brand across the globe, Kao Corp. <4452>, Kanebo's parent, aims to increase its cosmetics sales to 400 billion yen by 2025 from some 280 billion yen in fiscal 2018, which ended last March, and its operating profit ratio in the business to 15 pct from 9.9 pct.

Products from the Sensai brand, created in 1983, are sold in more than 40 countries chiefly in Europe. The firm will launch in Japan a total of 35 items under the brand, mainly skincare products such as lotion, with 75 varieties, priced from 3,000 yen to 71,500 yen, excluding tax.

The sale of items under the brand in Japan will be limited to department stores. Kanebo plans to sell Sensai items at duty free shops at airports in Asian countries before releasing them in China.

[Copyright The Jiji Press, Ltd.]

Jiji Press