Kanebo target Europe with relaunch of premium skin care line

By Louise Prance

- Last updated on GMT

Japanese cosmetics manufacturer Kanebo has re-launched its skin
care product range in Europe, the US and the Middle East as part of
its strategy to push forward in the premium cosmetics market.

According to press reports the company will release a new version of the Cellular Performance skincare line of the Sensai brand on the 10th​ anniversary of the original release of the products in the regions, in September. The move to increase the company's presence in the premium skin care market is no doubt a strategic one to consolidate its position of being in the top ten ranked company list for the first time this year - a move that follows the successful acquisition by Kao Cosmetics. The new range will include 12 items, and will be available at selected perfumeries, department stores, prestige spas and resorts in 37 countries in the different regions. Included in the line will be three new products in the 'lifting' series that are said to be effective in firming muscles to reverse sagging - targeting the competitive and lucrative anti-aging skin care market. According to a recent report by market analysts Euromonitor International, 'Could Western beauty firms be under threat?', Western cosmetic manufacturers are becoming increasingly threatened by up-and-coming Japanese players - who are slowly but surely rising in popularity. The global cosmetics and toiletries market is getting progressively more competitive as companies battle to remain in the top ten ranking, reshuffle brand portfolios and make more acquisitions and mergers in order to target a wider audience and reposition themselves nearer to the top. The report claimed that many Japanese firms are creeping up in the list of top ten ranking personal care players. Many Japanese players have managed to successfully tap into this trend, particularly by targeting the China market, to which it is more closely connected to, both culturally and geographically. Japanese cosmetics player Kao became a top ten ranked company for the first time last year, knocking German based Henkel out of tenth place, after driving up its global market share to nearly three per cent. However, despite the rise in popularity for these brands, industry insiders have claimed that there is no real cause for concern. Diana Dodson, market analyst for Euromonitor International told CosmeticsDesign-Europe​ that, "At present Japanese firms have the scope to expand abroad and to become region-wide players - tapping into dynamic markets including China, India and Indonesia."​"However, the Western Multinationals are similarly targeting these markets, and whilst Japanese players have the local knowledge advantage, they still face tough competition". Dodson has stated that the there is no impending cause for concern for the larger Western manufacturers, who continue to have a strong hold on the industry. "Despite their potential for global expansion, the Japanese players remain largely focused on their home market, which, while massive is fairly mature and under pressure in a lackluster economic environment"​ she said.

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