The company’s men’s grooming brand, Success, has launched two products, Success RESIL, a shampoo and conditioner with a silicone-free formula and plant-derived amino acids.
The company says the products are meant to cleanse and nourish hair, leaving it looking and feeling healthy and voluminous.
This shampoo is designed to remove excess oil, dirt and styling products.
The conditioner features a non-greasy formula that coats your hair in a bouncy coating.
This gives hair a supple, bouncy bounce while lifting strands and creating volume.
Overall, these products claim to promote hair suppleness and elasticity, and increase elasticity.
“Success will continue to offer solutions that bring fulfillment to scalp and hair care and help people move forward with confidence.”
This follows the relaunch of Success 24 as a scalp care-centric product line that encourages male consumers to treat their scalp as an extension of their skin.
It comes with two shampoo and conditioner sets, one for oily scalp and one for dry scalp.
This lineup was developed in response to a need for hair and scalp care solutions tailored specifically for men, who tend to produce more sebum on their scalps than women.
According to the company, as more Japanese men start taking up skin care, they are also becoming more interested in scalp care.
The premium men’s hair care opportunity
Cosmetic Design-AsiaAs previously reported, Kao plans to strengthen its entire hair care portfolio by introducing new brands and refreshed products in the domestic Japanese market.
The company: “High insurance premiums” The segment is defined as brands priced at ¥1,400 or above or approximately $9 USD or above.
In conjunction with this, the company developed and launched a new premium hair care brand called “Melt,” based on the concept of self-care and relaxation.
Kao says demand for more premium hair care products is coming from both female and male demographics.
A survey conducted by the company in 2023 of more than 10,000 men aged 20 to 59 found that men are beginning to worry about the condition of their hair as they get older.
Among men,Not only does it have excellent cleansing power, it also adds volume to your hair and contains ingredients that are good for your hair and scalp.”
The company also noted that this demographic of consumers is more likely to be concerned about ingredients.
Kao’s hair care business traces its roots back to 1932 with the launch of its solid shampoo, Kao Shampoo. Since then, the company has launched several hair care brands, including Essential, Merit, and Segreta.
In addition, Kao has developed professional brands such as Goldwell, KeraSilk and KMS.
In 2018, the company also acquired Oribe, the luxury hair brand founded by the late respected hairstylist Oribe Canales.