With this market segment on the rise, Kao has introduced a high-quality, results-oriented brand, ‘The Answer’.
According to a press statement, the brand targets women who are interested in high-quality ingredients, advanced hair care techniques, and proven repair abilities.
This approach reflects broader trends in the beauty industry where consumers are becoming more knowledgeable about ingredients and demanding transparency and effectiveness from brands.
It consists of a shampoo suitable for all hair types and three treatments: moisturizing, repairing, and shine.
It will be released in early November. Additionally, the brand will be available in advance at select retailers and salons starting in October.
The Answer is the company’s second hair care brand launched in conjunction with the company’s transformation of its hair care business.
CosmeticsDesign-Asia recently reported that the company aims to achieve hair care sales of 200 billion yen (US$1.38 billion) by 2027.
One of the growth drivers the company has identified is the premium hair care category.
Our first launch in this segment is ‘Melt’ and we plan to launch another brand next year.
A century of research
Contains 5 main ingredients: hydrolyzed keratin, ceramide α, malic acid, lanolin fatty acid, and fatty acid glyceride α.
Ceramide α (bismethoxypropylamide isodocosan) is the company’s proprietary ingredient.
These five ingredients have been identified by the company as being necessary for hair “based on 100 years of hair care research.”
“Kao focused on proteins and lipids, which play an important role in maintaining healthy hair, keeping hair moisturized, smooth, shiny, manageable, and supple. However, damaged hair , especially hair that has been repeatedly heated and colored, these proteins and lipids tend to be easily lost even with daily washing. It is important to ensure that the ingredients are not lost.
Additionally, the brand features Kao’s latest hair care innovation, Lamella Platform Technology.
Creates a layer in the shampoo that stores hair care ingredients. This approach allows for the incorporation of higher concentrations of components.
This has allowed the company to develop shampoo formulations that are loaded with beneficial ingredients while still lathering and rinsing easily.
This is especially beneficial for damaged hair as it helps replenish and retain essential lipids and proteins that are often lost with washing.
According to the company, it is the world’s first to combine five ingredients at such high concentrations.
The company also said the technology allows it to create formulations with more ingredients than usual.
“This is a groundbreaking shampoo with a high content of hair care lipid ingredients that were difficult to incorporate in Kao shampoos. This formula contains 12 times more lanolin fatty acids and ceramides than the company’s previous products. At the same time, it maintains high foam quality and smoothness during rinsing.
