Kao’s flagship hair care brand, Essential, is undergoing a significant relaunch, introducing a refreshed “basic” series that features new formulations enriched with honey and collagen. This strategic move is aimed at bolstering Kao’s presence in the mass hair care market.
The revamped Essential basic series includes two main product ranges. The first range focuses on moisturizing and repairing damaged hair, while the second is designed to detangle hair, leaving it soft and smooth. In total, the new lineup comprises eight products, including shampoos, conditioners, treatments, as well as new additions like hair oil and hair milk.
All the new formulas are infused with honey, hydrolyzed collagen, and 18-MEA oil (lanolin fatty acid), which was already a key ingredient in Essential’s previous products. Kao emphasizes that the basic series is designed to “not only repair rough cuticle surfaces but also penetrate and heal damaged hair from within.”
In addition to the upgraded formulas, Essential has embraced a new brand concept aimed at boosting users’ confidence and satisfaction with their hair. “Kao is reorganizing its hair care brand lineup based on the essential emotional needs of humans, aligned with its business vision of bringing the life force of hair to the life force of people,” the company stated.
This relaunch is part of Kao’s broader strategy to strengthen its hair care business. As reported by Cosmetics Design-Asia in March, Kao is focusing on business transformation by introducing new brands and enhancing its existing ones. The company believes that beyond effectiveness, its hair care products must offer intangible benefits, such as emotional satisfaction.
A 2023 consumer survey conducted by Kao revealed that customers are increasingly looking for hair care products that not only deliver results but also resonate with their emotions, considering aspects like the product’s worldview, concept, and packaging.
The introduction of the new basic series marks the second phase of Essential’s brand renewal. In April, Kao launched Essential Premium, a series targeting the premium hair care market, which includes products priced above JPY1,400 (around USD9). This premium line features additional ingredients like sodium lauroyl hydrolyzed silk and argan oil, and saw the release of five new products along with revamped packaging for existing ones, such as Essential’s water treatment products.
Alongside Essential’s revamp, Kao also introduced a new premium hair care brand, Melt, in April. Melt was developed to tap into the growing self-care and wellness trends, offering products like Melt Creamy Melt Foam, a carbonated shampoo inspired by head spa treatments.
Kao’s journey in the hair care category dates back to 1932 with the launch of Kao Shampoo, a solid shampoo bar. Today, Kao’s extensive hair care portfolio includes popular brands like John Frieda and Liese, as well as professional salon brands such as KMS, Goldwell, and Oribe.