According to Kao’s consumer research, working women “will go to any length to achieve their goals quickly and efficiently” and are looking for beauty products that are aligned with this.
Hada ID is a digital service hosted on LINE, a mobile messaging application and uses Artificial Intelligence (AI) to analyse uploaded selfies and evaluate skin condition in real time.
The digital service was developed to be a toolkit to help beauty consumers maintain their skin and allow the brand to offer personalised skin care consultation 24/7.
This is especially important for consumers who experience fluctuating skin conditions, said the company.
Aside from skin analysis, Hada ID also offers a live chat bot service and pushes beauty and wellness tips to users.
According to Kao, it already has plans in place to roll out additional features after the debut of the service in September.
Double serum system
Along with the digital service, Kao will be launching two new SOFINA iP serums, including an upgrade of its best-selling Base Care Serum.
The technology behind the Base Care Serum uses carbon dioxide gas as a propellant to turn beauty essence into a high-density carbonated foam that claims to contain 20 million micro-bubbles.
The serum was designed to permeate the deepest level of the stratum corneum to hydrate the skin.
According to Kao, the new Base Care Serum is smoother than its predecessors and can provide dense moisture to skin in harsh and dry environments.
The latest SOFINA iP Base Care Serum was released in 2018 and has been well-received by time-poor consumers, who are looking for beauty products that are both effective and efficient, said Kao.
As such, the company will also be releasing the Interlink Serum, which will be available in three formulas, ‘softening moisture’, ‘lifting moisture’ and ‘brightening moisture’.
The multi-functional serum is meant to be applied after the Base Care Serum. The formula combines the functions of lotion and emulsion, allowing consumers to shave extra steps of their skin care routines.
Together, Kao claimed that the Base Care and Interlink Serum will provide a complete skin care regime.
The serums are will launch in Japan this November and are scheduled for release in Taiwan, Hong Kong, Singapore and China in 2020.
