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For the first time, sister brands Molton Brown and Sensai, both owned by Kao Corporation, exhibited together under the umbrella Kao Beauty Brands (KBB) at the recently concluded TFWA World Exhibition in Cannes.
Molton Brown shone the light on its ‘fragrance first’ focus to highlight the power of this category as a driver of growth and omnichannel engagement across the business.
Among the products in the Cannes spotlight were its latest Wild Mint & Lavandin fragrance, along with other popular lines including Re-Charge Black Pepper and Coastal Cypress & Sea Fennel.
As reported, the refreshed range of Sensai was rolled out in over 40 countries in September.
In this edition, The Moodie Davitt Report Brands Director Hannah Tan-Gillies catches up with Kao Cosmetics President Americas Middle East and Africa (AMEA) Mark Johnson to discuss the Cannes debut of Kao Beauty Brands.
The debut of Kao Beauty Brands is a significant step in driving the company’s global expansion strategy as it invests in categories where it has the potential to become a market leader or create added value for consumers.
At the Cannes show, Johnson emphasised his plans to build on the brand’s heritage and leverage fragrance in a way that is both exciting and engaging for consumers and builds business both online and offline for partners.
Molton Brown’s expansion plans are supported by its focus on its core collections and its commitment to sustainability, which has become a hallmark of the brand since it was established in 1971.
He says: “Kao Corporation has taken a look at their business and understands that if we really want to drive our global footprint, outside of our home market in Japan, then we really need to look at those sectors and those brands that have the most potential to drive our global footprint and presence.
“We’re thrilled to say that earlier this year, cosmetics as a whole was identified as a real growth driver for Kao. And particularly within prestige, we realised that two particular brands, Molton Brown and Sensai, are the brands that really have the opportunity and potential to grow in this channel.”
According to Johnson, Kao Beauty’s global growth strategy will focus on driving innovation in terms of visual merchandising and retail and further enhancing the consumer experience.
Commenting on what role travel retail plays in Kao Corporation’s expansion drive, Johnson says: “I don’t like thinking about roles and channels because the entire multi-channel experience is blurred. A decade ago travel retail was really transactional and now airports are some of the most magnificent shopping environments in the world.
“The consumer doesn’t really differentiate between the experience, the service, and the consultation that they would get in a traditional high street standalone store versus the experience that they now expect in an airport environment. Travel retail is just as important as domestic.”
Kao is also leveraging the boom of fragrances, especially in the niche sector. In addition, Kao Corporation identified four key category drivers for premium cosmetics and personal care: skincare, fragrances, core cosmetics and body.
Johnson explains: “It’s really good news for us as a group because premium skincare, premium fragrances, colour and bodycare are where we play in terms of our portfolio. So, we’re sitting exactly in the space we should be to really bring some value to our travel retail partners.”
As it sets its sights on global expansion, the company aims to build strong partnerships and share its core values with retail and airport partners, particularly its focus on innovation, sustainability and consumer needs.
Johnson says: “The big focus for us as a group is to understand the idea of value and partnership. We are exploring how we can better work with our travel retail partners and operators to deliver value that many others aren’t able to bring. We can achieve that through our multichannel, multi-touch-point brands that we have.” ✈
