Japanese skincare and makeup brand Kanebo is all set to launch a brand new look and marketing campaign to mark its 80th anniversary this year. At the sneak preview in Tokyo last May, company officials discussed its three-pronged approach to market its skincare line consisting of products that “transcend function alone by appealing to the senses.”
First, Kanebo will encourage women to “enjoy their beauty” by accepting their differences. Next, beauty consultants are trained to provide personalized counseling based on a woman’s daily, weekly, monthly and yearlong needs—a new development the company calls “Chrono Beauty,” where the changing needs of women as they mature are addressed using the corresponding product.
Lastly, it promises to provide women 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 includes a day cream with SPF 15, night lipid wear, “The First Serum,” two types of lotion, two types of emulsion, a cleansing cream, cleansing oil and creamy wash.
Brand manager Robby da Silva said that Kanebo is focusing on the line’s day cream, night lipid wear and First Serum.
“The last is a unique item that draws the moisture from subsequent products which is essential in increasing skin moisture,” he said.
Lunasol, the skincare brand from Kanebo, will eventually be phased out—the last collection is the current autumn range. In its place, a Kanebo-branded range consisting 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.
Long-time customers who had the chance to check out the products in a private selling event, however, zeroed in on the base products: foundation, primer and loose powder. For them, Kanebo has always been synonymous to foundation that provides perfectly sheer or full coverage.
Fronting the company’s new look and marketing campaign is American model Arizona Muse, whose easygoing beauty is hoped to attract a younger market.
The new skincare and makeup from Kanebo will be available this month at Rustans Makati, Shangri-La Plaza and Cebu.