Kanebo – going global

Kanebo President Masumi Natsusaka plans to develop the company’s traditionally Japanese products into global brands. Julian Ryall reports from Tokyo

Masumi Natsusaka has global ambitions for Kanebo Cosmetics, where he assumed the company’s presidency in June last year. He tells SPC that he is impatient for brands that have previously only been for selected foreign and domestic markets to evolve into truly global brands developed to directly meet the needs of a new generation of consumers around the world.

While Kanebo may be lagging behind Japan’s largest cosmetics firm Shiseido in its international presence, Natsusaka is confident that brands such as Impress, Lunasol, Kate and Freshel will quickly win over a new generation of cosmetics users in overseas markets.

"There are only three countries that are a major source of cosmetics: France, the US and Japan,” Natsusaka explains in his first interview with foreign media after taking on his new position. “French companies are strong in perfumes, fragrances and skin care products. The US industry is rooted in make-up lines. But here in Japan we are very strong in foundation, basic skin care, cleansing and whitening products.