Kao: Will Open an Official Account for Prestigious Brand KANEBO on China’s Leading Short Video Platform
Kao to Open Official Account for Prestige Brand KANEBO on China’s Leading Short Video Platform
Also plans to open a store on EC Douyin EC Global platform to introduce the brand to Gen Z
On June 1, 2022, Kao Corporation opened an official account for the prestige brand of Kanebo Cosmetics KANEBO on the Douyin short video platform, and at the same time opened a shop on the EC Douyin EC Global platform. The store will offer live e-commerce.
KANEBO is one of the “G11” brands that Kao focuses on globally in the cosmetics industry. The rebranding was done in 2020. With “I HOPE”. as the brand slogan, it was developed to be a cosmetics brand that not only communicates beauty but also hope. The brand has established a unique marketing position as a gender-neutral brand and won over a wide range of customers.
In a bid to further cultivate the Chinese cosmetics market, Kao decided to use Douyin and Douyin EC Global, which have many young users, as a new leading marketing channel. Kao will work to popularize the brand with Generation Z, who say they are particularly motivated to consume.
What are Douyin, Douyin EC and Douyin EC Global?
Douyin is a short video platform that allows users to express their individuality and record and transmit their daily life. Since the start of the service until August 2020, the number of daily active users (DAU) has exceeded 600 million* , making it one of the leading platforms in China. The new EC Douyin EC form promoted by Douyin is called “EC Interest”. Using a highly accurate consumer recommendation system, Interest EC drives consumer desire by showing users video content that matches their interests, leading to purchase through EC. In addition, Douyin EC Global is a cross-border sales channel of Douyin EC, and foreign companies can open stores directly, so some products that are not available for purchase in China can be sold.
Account overview
KANEBO’s Official Douyin EC Global account: the KANEBO Overseas Flagship Store
https://v.douyin.com/FHk8dWr/
Images of official account, Douyin EC Global store and live e-commerce
KANEBO’Douyin official account regularly uploads video content that showcases unique product features. Content submitted by the Beauty Consultants themselves regarding the products will also be published.
Additionally, live streams will be broadcast daily from the KANEBO Douyin EC Global Store* . There are specific times Beauty Advisors will also appear here, which drives engagement with customers and contributes to a business ecosystem that connects recognition with sales.
There will be 20 core skincare and makeup SKUs at the time of opening, and new products to be launched in 2022 will also be added.
About Kao
Kao creates high value-added products that enrich the lives of consumers around the world. Through its portfolio of more than 20 leading brands such as Offensive, Biore, Goldwell, Jergens, John Frieda, Kanebo, Laurel, Joyful, and Molton Brown, Kao is part of the daily life of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates around 1.42 trillion yen in annual sales. Kao employs approximately 33,500 people worldwide and has a 135-year history of innovation. Please visit the Kao Group website for updated information.
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Kao Corporation published this content on June 13, 2022 and is solely responsible for the information contained therein. Distributed by Audienceunedited and unmodified, on Jun 13, 2022 02:12:03 UTC.
Public now 2022
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