Kao Corporation (Japan)

Kao Corporation is the Japanese equivalent of Procter & Gamble, a giant conglomerate marketing a huge variety of products ranging from washing powder to sanitary napkins, and from beauty products to cooking oil. Kao is one of Asia's leading manufacturers of household and personal care products, but has found it harder to break into Western markets, despite the success of its Bioré skin cleanser range, and acquisitions such as Jergens, Ban and John Frieda. Committed to a global approach to business, Kao has operations in 27 countries in Asia, North America, Europe, and other parts of the world. The acquisition of Kanebo Cosmetics at the end of 2005 made Kao Japan's #2 beauty company behind Shiseido. Advertising Age estimated global measured advertising expenditure of $709m in 2006, making Kao the world's #44 advertiser. Click here for the Adbrands.net profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Competitors: see Household Care and Personal Care Sector indexes for other companies

The Adbrands Company Profile of Kao Corporation summarises the company's history and current operations. Subscribers may access the following website links:

Kao Corporation website

Sofina	Goldwell
Jergens	Aube
Curel	Kao Chemicals
Econa Healthy Eating	VeryVery
est	Biore
Merries	Enova
Healthya	Nivea
John Frieda	Asience
Liese	Success
Essential	Soo
Blaune	Laurier
Pur	Freeday
Merit	Kanebo Cosmetics

Curel (USA)	Lavenus (Hong Kong)
Goldwell (USA)	Guhl (Germany)

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