Essential rebrand: Kao launches new ‘basic’ lineup as part of wider hair care overhaul

Through the renewal of Essential’s basic series, Kao is working to increase its presence in the mass hair care market.

The new basic lineup features two main ranges. The first is a moisturising range that repairs damaged hair, while the second helps with detangling for soft and smooth hair.

In total, Essentials launched eight products. In addition to shampoos, conditioners, and treatments, the brand will also launch a hair oil and a hair milk.

All new formulas contain honey and protein (hydrolysed collagen) in addition to 18-MEA oil (lanolin fatty acid) which originally in Essential products.

According to the firm, the basic series aims to “not only repairs rough cuticle surfaces, but also penetrates and repairs damaged hair from the inside”.

In addition to the upgraded formulas, the brand has adopted a new concept. The brand aims to make users feel good and confident about their hair.

“Kao is reorganising its hair care brand lineup based on the essential emotional needs of humans, based on its business vision of bringing the life force of hair to the life force of people,” said the firm.

Strategic relaunch

The new launch is part of Kao’s moves to strengthen its hair care business, as reported​ by CosmeticsDesign-Asia in March.

Kao is promoting business transformation by launching new brands and strengthening its existing brands.

The company believes in addition to efficacy, its hair care brands must give intangible benefits.

A 2023 consumer survey conducted by Kao found that consumers were seeking hair care products that “emphasise not only product functions but also factors that affect their emotions, such as the worldview, concept, and packaging”.

The launch of the basic lineup is the second stage of Essential’s brand renewal.

In April, the company launched a Essentials Premium, to capture the premium hair care market, which is defined by the firm as products above JPY1,400 or around USD9.

This series was formulated with additional ingredients such as sodium lauroyl hydrolyzed silk and argan oil.

As part of the revamp, the brand launched five new products while renewing the packaging of existing products such as Essential’s water treatment products.

In addition to Essential’s revamp, Kao has also launched a new premium hair care brand Melt in April.

The brand was designed to tap into self-care and wellness trends with products such as Melt Creamy Melt Foam, a carbonated shampoo which was inspired by head spa treatments.
Kao made its start in the hair care category in 1932 with the launch of Kao Shampoo, a solid shampoo bar.

Today, it has a wide portfolio of hair care brands, including John Frieda and Liese. It also has a line-up of professional salon brands including KMS, Goldwell, and Oribe.