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Kao Group Re-launches Hair Care Favorite

The Japanese manufacturer sets sights on new sales of Essential.

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By: Jamie Matusow

Editor-in-Chief

In line with the trend in which many large beauty manufacturers are narrowing their portfolios to focus on their bestsellers, Kao Corporation has announced the relaunch of its hair care brand, Essential, in Taiwan, Singapore, and Hong Kong in October 2014.
The brand’s renewed promise is that it “will propose a pleasant hair care experience by reducing hair friction and enhancing smoothness of fingers running through the hair in four types of hair care to meet diverse needs of Asian consumers.”
 
First released in 1976 in the Japanese market, Essential has maintained its position as a long-selling hair care brand that helps maintain healthy hair by caring for the hair cuticle. In the Asian market since 2009, it has been marketed as a shampoo that cares for damaged hair, gaining support from women mainly in their 20s. Essential will be relaunched in the three markets of Taiwan, Singapore, and Hong Kong, and now offers a cleansing care product to the line.



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