The launch represents a new step in Kao’s Global Sharp Top Strategy, a growth strategy focusing on establishing leadership in premium market segments through high-value products and services.
Located at Ciputra World Surabaya, a premier shopping mall in Indonesia’s second-largest city, the Molton Brown store was unveiled on December 22, 2024.
“The shop offers visitors a distinctive journey through the brand’s heritage, quality, and fragrance expertise, as well as a multi-sensory experience.
“A highlight is The Fragrance Playground, a dedicated area utilising augmented reality (AR) technology that animates fragrance ingredients and provides interactive learning experiences,” the firm said.
In addition, the store also features the “Artists of Note” campaign, whereby three British creatives were invited to interpret three of the brand’s iconic scents through their vision and medium.
By collaborating with prominent artists, Molton Brown aims to reinforce its identity as a “fragrance-first brand” dedicated to crafting “memorable, sophisticated scents that inspire and resonate”.
The expansion into Indonesia includes plans to develop amenity offerings with luxury hotels in Bali, aligning with an omnichannel strategy that integrates retail, e-commerce, and travel retail.
This initiative is part of Molton Brown’s broader Asia-Pacific growth plans, following recent launches in Malaysia, Hong Kong, and Macau. The brand is set to enter Singapore and Thailand in the near future.
Ties with Thailand
Kao’s mid-term management plan, known as Mid-term Plan 2027 (K27), emphasises on building globally competitive businesses and co-creation with partners.
The plan is guided by its sustainability strategy, or the “Kirei Lifestyle”, which strives to “make life beautiful both inside and out” for consumers every day.
On September 30, 2024, the company signed a memorandum of understanding with Thai conglomerate Charoen Pokphand (CP) Group to drive collaboration and combine expertise to benefit the health and hygiene of local consumers.
Adopting an approach rooted in its ESG principles, Kao will work with CP Group to co-develop environmentally friendly consumer products, and foster sustainable cooperation in the chemical business.
The consumer products will be distributed through CP Group’s extensive retail and distribution network, including 7-Eleven convenience stores, Lotus’s retail outlets, and Makro wholesale centres.
Last year marked the 60th year since Kao first began operations in Thailand in 1964. Currently, there are 11 brands available in the market, spanning household (Attack) and baby products (Merries) to skin care (Bioré, Curél) and hair styling (Liese).
“This is a significant partnership between two leading national companies, aimed at fulfilling Kao’s purpose of ‘Protecting Future Lives’ by providing innovative solutions for building a sustainable organisation.
“For over 60 years, Kao Thailand has stood alongside Thais, committed to creating various new products that not only address their needs, but also improve their quality of life and make a positive impact on society,” said Yoshihiro Hasebe, Representative Director, President and CEO of Kao.
Going forward, the company plans to continue efforts to “enrich the lives of Thai people” through a global perspective and partnerships.
