As part of its digital transformation (DX) initiatives, Kao is accelerating the commercialisation of its RNA monitoring technology.
In April, the company debuted the Est Skin Athlete Gym, a subscription beauty programme that develops “personalised luxury solutions”.
The aim of the programme is to “help customers develop lifelong beauty habits through skin care lessons, treatment experiences, and online and offline counselling”.
Est Skin Athlete Gym was a first step in its plans to commercialise this personalised skin care service, said Yoshihiro Murakami, managing executive officer, senior vice president, DX Strategy, Kao Corporation.
“This is a subscription model with an annual fee of JPY330,000 (USD2,048). Through RNA analysis we provide personalised precision solution for individual customer with exclusive beauty experts. We're providing services online and offline,” said Murakami.
Murakami did not reveal how the programme was progressing so far but said the firm will expand the service to two more brands.
“Next year, on a larger scale we will implement new businesses with RNA technology for brands Sofina IP and Curél.”
RNA monitoring background
In 2019, Kao announced that the development of a non-invasive RNA monitoring method after discovering the presence of RNA in sebum.
Previously, analysing RNA expression in the skin would require a highly invasive biopsy of the skin.
It piloted a beauty counselling service in 2020 and partnered with Japanese media and retail company istyle Inc. to build a skin RNA database in 2022.
In March 2024, Kao and istyle jointly established the RNA Co-creation Consortium.
By establishing the consortium, the companies aim to “create a framework, based on RNA information, that offers consumers a more satisfying selection of personalised products and services.”
The consortium also includes participating companies Kosé Corporation, MatsukiyoCocokara & Co, Kirin Holdings, Perfect Corp, and Health Care Systems Co.
Kao’s DX plans
In addition to the acceleration of its RNA skin analysis service, Kao has also developed the My Kao digital platform which saw 10 million visitors in 2023.
According to the firm, the platform allows the firm to “connect directly and interactively with consumers”.
My Kao serves as a marketing platform that facilitates dialogue with its consumers and can also be used to test new products.
My Kao debuted in Japan but has since launched in the US and China.
“We will continue to expand into other countries gradually,” said Murakami.
