Kanebo Reveals New Corporate Image; Updates Marketing Strategy

Japan-based skincare and cosmetics brand Kanebo plans to launch a marketing campaign, as well as remake its image, in time for its celebration of its 80 years in business in September 2016. Also, the relaunch is part of the company's efforts to move away from the PR disaster caused by harmful effects of its skin-whitening products, which caused white patches to appear on users' facial skin. Kanebo is taking a three-pronged approach to marketing by, first, encouraging women to accept their unique beauty; second, providing through beauty consultants personalized counseling based on a woman's daily, weekly, monthly, and yearlong needs; and, third, providing women with a total sensory experience with products that smell good and are easy to put on.