Kao Brands Across the Globe

Kao Brands' research and development activities are characterized by the integration of science, technology and sensory artistry spanning a wide variety of fields. The overall framework of our activities is expressed in our company's Operating Principle for Product Development — "We create effective, exciting and attractive products that make women feel beautiful. Our products provide an irresistible, sensuous experience that women fall in love with."

To achieve these goals, our R&D Department creates innovative products by integrating two kinds of technical research: product development research, which is dedicated to designing and commercializing products that meet consumer needs; and fundamental research, which is dedicated to deepening our understanding of the materials, mechanisms, and phenomena we encounter. This integration enables us to create innovative products that can be used by people all over the world.

Our first step in designing a product (our product development research) is to thoroughly understand the lives and needs of our consumers on a global scale. From this starting point, we pursue product design and application technology development that coalesces into products that give people enjoyment and satisfaction.

In our fundamental research within the Kao Corporation, we investigate the truth behind the various phenomena by utilizing advanced science and technology in various fields, including chemistry, physics, and biology. Fundamental research plays a crucial role in the development of products with true value.

• Innovation
• Philosophy
• Research
• Product Development