TOKYO, JAPAN – Japanese skincare and makeup brand Kanebo is preparing to launch a brand new look and marketing campaign in time for its 80th anniversary in September. The relaunch is also a way to distance itself from the fallout three years ago when its brightening range resulted in whitish patches appearing on the users’ facial skin.
Kanebo voluntarily withdrew all the products that were sold in the region and up to this day continues to care for affected customers by footing the bills for dermatological treatments.
This time, however, it has taken on a three-pronged approach in marketing its new, still-to-be-released skincare line consisting of “charming products that transcend function alone by appealing to the senses.”
Chrono beauty
First, it will encourage women to “enjoy their beauty” by accepting their differences. Secondly, beauty consultants will provide personalized counseling based on a woman’s daily, weekly, monthly and yearlong needs—a new development the company calls “Chrono Beauty.” Third and lastly, it promises to provide women with a total sensory experience with products that smell good and are easy to apply. A bonus is the sleek, tactile containers that call to mind flowing water and were designed by Gwenael Nicolas.
The eight item skincare range from Kanebo includes a day cream with SPF 15, night lipid wear, “The First Serum,” two types of lotion, two types of emulsion, cleansing cream, cleansing oil and creamy wash.
New makeup range
Lunasol, the skincare brand from Kanebo, will eventually be phased out—the last collection will be the Autumn range to be introduced later this year. In its place, a Kanebo-branded range of 16 items and 34 SKU (stock keeping units) will be introduced.
Makeup fans can look forward to everything from Full Radiance foundation, Glow Primer and eyeshadows to Moisture Rouge, dual eyeliners and eyebrow pencils. Kanebo’s spanking new department store counters featuring a stylized “K” also designed by Nicolas will be unveiled on September 15.
Fronting the company’s new look and marketing campaign is American model Arizona Muse whose easygoing beauty is hoped to attract a younger market.