Kao Group : advertising & marketing profile

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Kao Group 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. Committed to a global approach to business, Kao has operations in 27 countries in Asia, North America, Europe, and other parts of the world. However, while Kao is unquestionably one the leading manufacturers of household and personal care products in Asia, it has found it much harder to break into Western markets, despite occasional successes, such as its Bioré skin cleanser range, and acquisitions such as Jergens and Molton Brown skincare, Ban deodorants and John Frieda haircare. The acquisition of Kanebo Cosmetics at the end of 2005 made Kao Japan's #2 beauty company behind Shiseido. It has said that it wants to acquire additional brands and businesses in Western markets, but there are comparatively few significant opportunities left.

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Recent stories from Adbrands Update:

Adbrands Weekly Update 21st Dec 2017: Japanese giant Kao added to its small but significant portfolio of Western brands with the acquisition of luxury haircare brand Oribe. Terms were not disclosed but the price tag was estimated at between $400m-$430m, equivalent to a little over four times revenues. Kao's other Western-based brands include John Frieda, Jergens and Molton Brown.

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The Adbrands Company Profile of Kao Group 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)

Molton Brown (UK)

Goldwell (USA) Guhl (Germany)

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