Kanebo Cosmetics Inc. is re-formulating its Sensai cosmetics brand, which is sold exclusively outside Japan. It aims to increase the brands sales from ¥22bn to ¥25bn by 2015, as well as begin selling Sensai in Asia by 2016.
Kanebo is withdrawing Sensai Premier and introducing Sensai Ultimate as the new premium product at prices around 20% higher than those for Premier. The Ultimate range will target wealthy women aged 40-60 and consist of a cream (40ml/¥600); an emulsion (100ml/¥300); and a lotion (125ml/¥200).
Sensai Ultimate, the brand’s high-performance anti-ageing range, will be distributed through selected perfumeries and department stores in Europe, US, Middle East and South Africa. Meanwhile, the Sensai brand will continue to be sold under the Kanebo corporate brand name but from 2014, it will marketed under its own name, without reference to Kanebo.