Kao renews the brand concept of "est"

 Kao will release new products such as facial cleansers from the prestige brand "est" on March 4, and will "True to you" the brand concept of "est" in order to sharpen the individuality of the brand. It will be renewed to.

As a brand that makes proposals based on the evidence of dermatology research, we will further enhance its presence.

"Est" is one of the brands "G11" that the Kao Group is focusing on globally in the cosmetics business, and since the brand was born, it has been strengthened as a brand that proposes products and beauty based on the latest dermatology research.

In 2019, the brand will be restaged and the high value-added line "GP line" will be released. The three-step product proposal using three types of beauty essence and counseling incorporating the concept of coaching have been highly evaluated.

This time, we will release two products, including facial cleansers, as products that utilize Kao's knowledge and technology regarding dullness. By responding to dullness needs, we will strengthen our ability to propose products.

The new concept "True to you" contains the desire to always deliver a certain "truth" to beauty and to polish the beauty of the "truth" that sleeps in each person.

By disseminating the new concept through stores and brand sites, we will increase our presence as a brand that makes proposals based on the evidence of Kao's dermatology research.

"Clarifying Gel Wash" (130g, 4950 yen) is a gel-type facial cleanser that washes away the cause of the turbidity of the complexion and cleanses the skin to clear and bright skin. By adopting "W Clarifying Technology", the cause of complexion is washed away while preserving moisture.


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