Kanebo Cosmetics announces new three-prong growth strategy

Kanebo Cosmetics has announced a new three-prong strategy for growth up to 2015, which includes the strengthening of priority brands, the strengthening of the company’s foundations in Japan and dramatic growth overseas.

Sensai, Lunasol, Kate, Freshel and Kanebo, which is now known as Impress, have been identified as the five priority brands that will become the main engines of Kanebo’s growth in the global market. Within Japan, Kanebo will concentrate on seven brands carefully shaped for the home market, which includes Twany, Lissage, Coffret, D’or, Milano Collection and Evita.

The second goal of the new strategy is to strengthen the company’s base in its home market Japan, by creating new forms of counseling and implementing management practices to generate repeat business.

Finally, the third and ‘most important’ goal of the strategy is to grow dramatically overseas. One of the ways the company aims to achieve this is by creating a bigger presence in the growth markets of China and other Asian regions.