Kao bets on Bondi Sands to double EMEA business

By Amanda Pauley | Published: 11-Apr-2024

Kao’s Consumer Care Business EMEA is banking on Bondi Sands to fuel its skin protection strategy and increase the division's reach by 50% by 2030

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Kao Corporation is on a mission to accelerate its Consumer Care Business EMEA over the next six years and has named Bondi Sands as the key to achieving this.  

The Japanese beauty giant believes the Australian self-tanning and sun protection brand, which it acquired last year for an estimated US$450m, is a “crucial piece of the puzzle” as it looks to double the division’s business in EMEA by 2030. 

Bondi Sands will lead the charge to expand Kao’s EMEA presence in the skin protection category, which the company hopes will also boost sales for its other sun care and sensitive skin care brands Bioré and Curél.

“The biggest opportunity we see is in the skin protection field due to increased consumer awareness, plus growth in hair care with brands like John Frieda, which is our foundation,” Michael Cramer, Kao Corporation’s Vice President of Consumer Care Business in EMEA, told Cosmetics Business

“UV protection is growing by around 6% to 7% in total a year, and we are certain it is going to grow even harder.

Bondi Sands is the fastest growing skin care brand in the UK, rapidly growing in the UV protection field

“In the wider business, there is a very clear focus on colour cosmetics, luxury fragrances and premium skin care, but in Kao’s Consumer Care Division EMEA, we want to be very successful in that niche for skin protection.” 

Cramer believes the consumer goods company can succeed using a tailored market strategy called the ‘sharp-top approach’. 

“The term was formed by our CEO [Yoshihiro Hasebe] and it means we aim to go into more specific spaces where we can be in a leading market position with high value-adding products and concepts,” explains Cramer. 

“It is not about being broad, it is about being sharp. For example, we are not focusing on all skin care but skin care that is about UV protection and healing. 

“Offering consumers solutions to protect their skin from UV and environmental factors, while establishing a firm global presence in the sunscreen and sensitive skin markets.”

Bioré UV will play an important part in Kao's skin protection strategy for EMEA

Bioré UV will play an important part in Kao's skin protection strategy for EMEA

Moving up the ranks

Kao is also building on its recent business momentum, with the

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