Kao Brand

Topics: Prefectures of Japan, Honshū, Brand Pages: 12 (3072 words) Published: May 12, 2012
Kao Brands was founded in 1882 as the Jergens Soap Company ("Jergens"), and has grown to become an innovator of premium beauty products that enhance the appearance, health, and general well-being of women worldwide. Coconut oil soap was Jergens' original product, but the company began to grow and expand almost immediately. First, in 1901, the company purchased the John H. Woodbury Company, and added the highly popular Woodbury Facial Soap to their offerings. Then, with the acquisition of the Robert Eastman Company, the product line grew to include creams and lotions. Eastman's best formula became the original Jergens® Lotion, soon to be the number one selling hand lotion in America. In the meantime, across the Pacific Ocean, Tomiro Nagase established Nagase Shoten (Nagase Store), a wholesale-retail shop for Western-style sundries, in 1887. Tomiro's Tokyo shop sold both domestic and imported soaps. Tomiro was determined to manufacture a soap that would match the quality of imported soap, at an affordable price. In 1890, he launched Japan's first genuine high quality toilet soap bar. To emphasize that the soap was different than laundry soap, and suited for use on human skin, Tomiro named it "Kao," which has the same pronunciation as the Japanese word for "face." Both Jergens® lotions and Kao were best-selling national brands in their respective countries. Throughout the 1950's, 60's, and 70's, Jergens continued to broaden its product offerings, launching Dryad Roll-On antiperspirant and deodorant, the Clear Complexion Bar, and bubble bath under the Jergens® Nature Scents and Gentle Touch brands. Their first liquid hand wash, enriched with Jergens® lotion, was launched in 1980. As the company grew into new areas, Jergens® products continued the tradition of quality and experience that people knew, trusted, and respected. So when Kao Corporation of Japan decided to expand into the US market in the late 1980's, they immediately took an interest in The Andrew Jergens Company, acquiring it in 1988. The Kao name is well known throughout all of Asia. In the US, Kao retained the Andrew Jergens Company name until 2004, when it became Kao Brands Company. As a wholly-owned subsidiary of Kao Corporation, Kao Brands new name better reflects their position as a global premium beauty company.

And Kao Brands products have grown to include some of the best known brands in women's beauty worldwide: Ban® antiperspirants/deodorants; Jergens® and Curél® hand and body lotions; Bioré® facial care; John Frieda® Frizz-Ease®, Sheer Blonde®, and Brilliant Brunette® professional hair care products. Kao Brands Company has worldwide operations in North America, Europe, the Middle East, and Australia, and serves 54 markets around the world.

Striving for the wholehearted satisfaction and enrichment of the lives of people globally through Yoki-Monozukuri implemented from the consumer/customer's perspective The Kao Group develops consumer product business that targets general consumers. Kao Group business segments that cater to the consumer include: the Beauty Care Business in which we offer prestige cosmetics, and premium skin care and hair care products; the Human Health Care Business with products that include beverage products approved as Food for Specified Health Uses (FOSHU), as well as cooking oils and feminine and baby care products; and the Fabric and Home Care Business, which includes laundry detergents and household cleaners. Also, in the Chemical Business we develop chemical products that meet the various needs of industry. In these diverse business fields, Kao remains committed to Yoki-Monozukuri implemented from the consumer/customer's perspective so that we may strive for the wholehearted satisfaction and enrichment of the lives of people globally. 2.1Consolidated net sales (As of March 31, 2010)

1.Yen amounts are rounded down by 0.1 billion yen.
2.Net sales shown in the graph indicate those...
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