Core Viewpoint - Kao is targeting Generation Z with its new hair care product line "MEMEME," which features a time-saving conditioner that can be applied in just 10 seconds, significantly shorter than the typical 60 seconds recommended for conditioners [2][4]. Group 1: Product Launch and Target Market - The "MEMEME" product line will be launched on August 9 in approximately 10,000 stores, with a price point of 1,540 yen (about 75.2 RMB) for both shampoo and conditioner, making it about 10% cheaper than previous high-end lines aimed at older demographics [4]. - The product line is designed for teenagers and young adults aged 10 to 20, with the concept of "showing one's cuteness = my cuteness," aiming to create hair care products that enhance mood and self-expression [4][5]. Group 2: Market Strategy and Consumer Insights - Kao collaborated with "SHIBUYA109 lab." to understand the emotional needs of Generation Z, conducting qualitative interviews and product testing to refine branding and packaging [5]. - The design of the product packaging, particularly the vibrant red container, was positively received, reflecting the youthful energy and emotional appeal desired by the target demographic [5]. Group 3: Market Position and Financial Goals - Kao's market share in the high-end hair care segment has declined from 22.7% in 2009 to 12% in 2023, while the high-end market's share has grown from 16% in 2017 to an expected 50% by 2024 [5][6]. - The company aims to increase its profit margin from around 10% back to over 20% by 2027, with the launch of "MEMEME" seen as a crucial step in revitalizing its market share and profitability [7].