Kao Corporation Targets $2.68b In Sales With Major Cosmetics Business Revamp

Core Strategy - Kao Corporation plans to revamp its cosmetics business with a focus on six core brands: Sensai, Molton Brown, Kanebo, Sofina, Curel, and Kate [2][10] - The company aims for a net sales target of 400 billion yen (US$2.68 billion) and an operating margin of 15 percent by 2030 [2][11] Brand-Specific Plans - Curel is expected to see accelerated growth, with plans to increase its store presence in Europe by sixfold and generate 50 percent of total sales outside Japan by 2027 [3] - Sensai and Molton Brown will target the Asian luxury market, aiming for a 150 percent increase in Sensai sales and a doubling of Molton Brown sales in Asia by 2027 [4] - Kanebo and Kate will adapt their strategies to the unique characteristics of each Asian market, starting with a target of boosting sales by 150 percent in Thailand by 2027 [5] - Sofina and its sub-brands will be consolidated to enhance sales in Asia by 50 percent by 2027 [5] Profitability and Growth Initiatives - The revamp includes a broader focus on improving profitability and fostering long-term growth through core technologies, cost reductions, and the application of digital and AI technologies [6] - The restructuring process will be led by Tomoko Uchiyama, who emphasizes the company's adaptability to market dynamics [7][8]