Pure Beauty

Kao’s Sensai to launch online store for European customers

By Julia Wray | Published: 16-Apr-2021

Brand will bring its 'uniquely Japanese approach' to beauty techniques to customers in the UK, Germany, France, Switzerland and Italy

Kao Corporation has unveiled an official online store in Europe for its super-premium brand Sensai.

Although Sensai is already available via various retail platforms, the brand is now looking to bring its “uniquely Japanese style of counselling” to audiences across the UK, Germany, France, Switzerland and Italy.

According to Kao, Sensai’s skin care routines and step-by-step techniques are inspired by ‘Saho’, the spirit embodied in rituals like the Japanese tea ceremony.

It noted that customer digitisation has accelerated further under Covid-19 pandemic conditions, which was a motive for the launch of Sensai’s official online shop to serve European customers.

Besides selling products, the website will enhance the user experience by providing services unique to Sensai and customer data collected from the website will be used to guide the brand’s product development.

“Sensai creates conditions that encourage customers to appreciate the luxuries available in life, and to live both sensitively and scrupulously,” commented Souichi Yamaguchi, Vice President, Sensai at Kao Corporation.

“As we move into e-commerce, Sensai customers can enjoy our in-store style of services, with the same emphasis on personal relationships, in a virtual setting.

“They will receive personalised counselling to help them find the items exactly suited to their needs, exactly when they need them.

“Our customer experience management (CXM) approach will move in a direction unique to Sensai, with a strong focus on post-purchase retention methods."

The brand has also announced that it will be pursuing consumer-to-consumer (C2C) activities in China, with plans to enter the e-commerce space in China’s domestic market this autumn.

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