Kanebo Switches Gears for New Launch

May 22, 2016 | Contact Author | By: Mino Zaccaro
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To go with Japan-Asia-company-Kanebo-brand-recall,FOCUS by Kyoko HASEGAWA In this picture taken on September 14, 2013 Japanese cosmetics company Kanebo employees attend to a customer in Tokyo. Japanese cosmetics giant Kanebo faces a tough battle repairing its brand image with consumer confidence at "rock bottom" after its products left ugly blotches on customers’ faces, observers say. AFP PHOTO / Yoshikazu TSUNO

Keywords: kanebo | cosmetics | new launches

Abstract: Kanebo Cosmetics announced their first product launch in 10 years. They will be available in Japan as of September 15, 2016.

Kanebo Cosmetics, Inc. announced the launch of a new, major, high-priced brand, its first such launch in 10 years. Set for Sept. 15, the brand will be rolled out to 350 shops in Japan with plans to expand into Southeast Asian countries in November. Expansion into Europe and Russia is expected in 2017.

The brand comprises 24 skin care and makeup items. Its targeted audience is women who want natural and universal beauty.

“We will strengthen our weak skin care product (business),” said Kanebo president Masumi Natsusaka. “We want to make the new brand our representative brand.”