CHINA/INTERNATIONAL. Japanese beauty company Kao Corporation is relaunching the Sensai Ultimate Series to celebrate the line’s 10th anniversary.
The Ultimate Series is the hero line of global prestige beauty brand Sensai. The refreshed range will roll out in over 40 countries from September.
After establishing itself in Europe as a Japanese luxury brand, Sensai is currently focused on growing its presence in China and wider Asia Pacific.
A flagship store opens in Shanghai this year. The brand owner said this move underscores Sensai’s commitment to the China market and brings its ‘Sense and Science of Japan’ ethos to life for Chinese shoppers.
The store will serve as a launchpad to reinforce its brand concept with engaging events and ecommerce activations. Brand ambassadors will offer bespoke Sensai treatments.
Sensai is the flagship brand of Kao Corporation. It is centred around crafting premium beauty products with Koishimaru Silk, a rare silk that was historically used by the Japanese imperial family.
Sensai’s ethos is centred around the Saho skincare ritual, which takes inspiration from a traditional Japanese tea ceremony. The Saho ritual is a double cleansing and double moisturising ritual.
The refreshed Ultimate Series comprises four products: Sensai Ultimate The Lotion I and II, Sensai The Ultimate The Emulsion N, Sensai Ultimate The Cream and Sensai Ultimate The Cream Special Edition. All products contain Koishimaru Silk Infinite and Sakura Eternal complex, two key ingredients that boost skin vitality. The line is packaged in natural and recycled materials which underscores the brand’s respect for the environment.
The limited-edition Sensai Ultimate The Cream Special Edition was launched in partnership with traditional tea caddie maker Kaikado. The set comprises a case with a handcrafted Chazutsu (tea caddy) and two refills of the cream. It is only available in Europe and Japan.
Japanese Sustainable Luxury
Under a commitment to protecting the environment, Sensai uses chemically recycled PET plastics and sources natural ingredients with regenerative farming methods as part of its Japanese Sustainable Luxury mission.
Sensai has partnered with renowned Japanese Architect Shigeru Ban to create a reusable, assembly-type pop-up space that can easily be reused and customised for any venue. The pop-up space is made with minimal waste material and will be used at various Sensai events around the world. After its run, materials from the pop-up space will be donated to children’s libraries and cultural instructions such as the Centre-Pompidou-Metz in France. ✈
