Kao Brands Across the Globe

Our pursuit of developing "irresistible, sensuous products" begins with the integration of various research fields such as cosmetic and skin sciences, which are the starting points for our products. To this is added consideration of emotional value, aesthetic sensibility, as well as research on quality, safety, and environmental compatibility.

Products with true value cannot be created through work in a single scientific or technical field. Through a cross-industrial and interdisciplinary approach that transcends existing academic frameworks, we pursue new sciences and technologies that can open the door to the future.

Kao Brands employs a matrix management system that combines business units and functional units. Exploiting the strength of this management style, we work on new forms of product development and product improvement. Close ties are also maintained with production, quality assurance, and customer communication sections within the company. We also engage in joint research projects with various outside research institutes, universities, and companies. Through such collaboration, knowledge from many different fields can be dynamically shared, and this greatly accelerates and improves the quality our work.

One way in which our flexible operational structure expresses itself is through the use of a single large laboratory room style. Researchers with different types of expertise in diverse fields work together on the same floor, pursuing their research while engaging in constant conversation, exchange of information, and ideas. This open working environment promotes exchange of knowledge and expertise across fields, inspires new ideas, and encourages cooperation among researchers. This is what gives Kao Brands R&D Division such tremendous potential.

Behind this operational system is an ongoing respect for the autonomy of the researchers, who conceive, plan, propose, and implement their own research projects in a free corporate culture

In the field of consumer products, we continually study changing lifestyles and preferences in different regions, as well as ethnic differences in skin and hair, in order to thoroughly understand our consumers' lifestyles and needs. The knowledge thus acquired is combined with research findings from product development and fundamental research so that we can develop the products that consumers in each region truly desire. In global R&D activities, communication is given a high priority. This, of course, includes communication with our consumers, but it also extends to specialists in various fields, regardless of their organization or geographical region. In this way, we create new products with new technologies and add value that is truly universal.

Kao Brands believes it is important to bring out the inherent beauty of each individual. Our research in beauty care focuses on beauty in ways that match a wide variety of personal values and lifestyles. We also believe that beauty is not simply external and we therefore strive to support a person's total beauty, incorporating both body and mind.

For many years, we have based our business on the principles of cleanliness and health. Building upon this base, we pursue an integrated approach to our research that covers a wide range of scientific and technical fields, including the life and material sciences. Looking deeply into the true nature of biological phenomena, we pursue our studies with the aim of becoming ever more familiar with the skin and hair of people from around the world. We also conduct research to acquire increased knowledge concerning feelings and sensibility, such as the pleasure people experience when they use our products.

These investigations provide the foundation for our commitment to our consumers and help us to develop products that are pleasant to use, deliver fantastic new aesthetic values, are backed by innovative functions, and demonstrate high quality. Through these ongoing efforts, we hope that we can help women throughout the world to transform their lives through beauty and enrich their everyday lives.

• Innovation
• Philosophy
• Research
• Product Development