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Kanebo introduces makeup line exclusively for Southeast Asia

Cosmetics designed for local needs target a growing market

Following the Kanebo brand's debut in Thailand last year, Kanebo Cosmetics has now launched region-specific cosmetics under the Kate brand.

TOKYO -- Kanebo Cosmetics has launched sales of region-specific products in Southeast Asia, hoping to tap into the rapidly growing cosmetics market there.

The company, a subsidiary of chemical and cosmetics conglomerate Kao Corp., has introduced eyeliner and foundation from its main Kate brand and plans to add lipstick and eye shadow to the line in the future. The products are designed specifically to meet local needs, such as including waterproof components so the makeup does not run and get messy even in Southeast Asia's high heat and humidity.

The items are also priced 30-40% less than the company's regular products, with foundation priced at around 1,200 yen ($10.80) and eyeliner costing around 800 yen.

Kanebo is offering the products in six countries, including Thailand and Singapore, through some 600 locations where the Kate brand is sold, primarily department stores. Major Japanese cosmetics concerns have developed brands tailored to China, but products exclusively for Southeast Asia are rare.

The Kate brand is thought to have generated more than 30 billion yen in sales in 2016, making it Kanebo's largest independent brand. It is sold in 11 countries and regions, including Japan. By 2020, the company aims to boost the brand's global sales to 50 billion yen and increase the overseas sales ratio to 40%, from 20% in 2016.


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