KANEBO touts Douyin as ‘best platform’ to raise brand awareness, leverages packaging design to attract Chinese consumers

One of the eleven Kao Group (G11) brands with a global focus, KANEBO has been reaching out to Chinese consumers via cross-border e-commerce (CBEC) since 2017.

To strengthen its penetration into the Chinese market through live commerce, the brand debuted on Douyin EC Global last year.

“We opened the store on Douyin to improve our presence in China. We believe that Douyin is the best platform for increasing brand awareness, especially among Generation Z. Our target consumers in the market are people who are happy with their individuality and who trust that the future is in their hands. ​

“Through short videos, live commerce, and New Year promotions, our brand and product recognition is increasing. The effect is not limited to Douyin; it can also be seen on other social networking sites and our flagship stores,” ​Hikaru Kurihara from KANEBO’s Prestige Brand Business Group told CosmeticsDesign-Asia​.

Earlier in January, KANEBO launched its first limited series of packaging for the Lunar New Year, where its golden rabbits design was said to be “very well received”.

For the upcoming Chinese festive season, the brand will be releasing a facial wash with a limited-edition packaging designed by French-born Gwenaël Nicolas, the creative force behind KANEBO’s product and store design.

“We consider the packaging of cosmetic products as one of the most important elements not only for Chinese consumers, but also for those around the world. This time, the Chinese character for dragon — the zodiac sign for 2024 — is superimposed with an illustrated dragon to represent strength, good fortune, and hope.”​

In 2020, KANEBO rebranded with a “SHELL OF HOPE” concept to become more age- and gender-inclusive both in terms of packaging and product offerings.

“The sophisticated design based on the motif of ‘light of hope blooming from the colour of black’ has received wide support from customers of all ages and genders.​ We believe that the limited-edition red packaging for the Lunar New Year will be even more eye-catching against the other black packaging, and will make a positive impression on consumers.” ​

Slated to launch on December 22, the Comfort Stretchy Wash Limited Edition 2024 will be available across KANEBO’s Asian markets, including Japan, Thailand, Hong Kong, Taiwan, Malaysia, Myanmar, Indonesia, Vietnam, and the Philippines.

It will also be sold at duty free stores in Japan and South Korea, and via CBEC in China.

Mapping out marketing campaign​

According to Kurihara, the Comfort Stretchy Wash has been a mainstay for KANEBO in the Chinese market.

The product is a stringy-textured facial wash that claims to strip the skin of impurities while leaving it gently moisturised.

It is formulated with hydrating ingredients, including HydroST (Polyquaternium-51, PEG-00, Polyquaternium-7) and glycerin, to create a veil of moisture with high affinity to the skin.

As part of the upcoming launch campaign, KANEBO will be doubling down on social media promotions across various markets.
“Lunar New Year is a season where people commit themselves to taking on new challenges. Users will be invited to participate in various social media events to bring out the ‘I HOPE.’ message of ‘not merely beauty but hope’, which the brand wants to communicate.​

“We will reach out to Chinese consumers by working with each of sales channels in the countries where KANEBO products are sold. Back home in Japan, the brand will be strengthening sampling activities at hotels and in-store promotional activities to capture the interest of tourists,” ​Kurihara said.