Kao Corp in Beauty and Personal Care

October 2018

In 130 years of existence, Kao Corp has achieved some notable successes. It is the 10th largest beauty and personal care (BPC) player worldwide, and has respected skin care expertise. In the wake of J-Beauty, Kao has pushed to expand internationally with a certain degree of success. Its reach is, however, still limited to immediate neighbours and developed markets in North America and Western Europe. Kao’s potential is huge, but it faces strong competition from bigger rivals.

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Euromonitor International's report on Kao Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Kao Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Kao Corp.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Kao Corp provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key findings
Companies at a glance: sales of beauty and personal care
Global footprint
Company overview
Kao’s Beauty division remains strong, but growth is slow
SWOT: Kao Corp
Strategic objectives and challenges

Competitive Positioning

Despite progress, Kao underperforms again the global market
Kao’s geographic narrowness could prove challenging
Kao and Shiseido to compete for emerging market expansion

Beauty and Personal Care Review

Kao Corp grapples to build share in key international markets
Skin care at centre of long term strategy
Domestic region remains key
Kao needs to pursue core opportunities more aggressively
Facial care may be Kao’s best global bet
Kao at odds with trends in Japanese facial care
Anti-agers are a land of opportunity for Kao
Kao’s sun care benefits from the category dynamism
Kao struggles to compete head on with giants of mass hair care
Take portfolio upmarket
India offers strong possibilities
Function in colour cosmetics offers opportunity
Mature markets can still offer opportunities

Brand Strategy

Extensive brand portfolio
Polarised portfolio
Consumer perceptions of top Kao Corporation Brands


Kao has the potential to become truly global
Looking beyond Japan for growth


Overview of Beauty Survey

Appendix: Beauty Survey

Overview of Beauty Survey: product and brand coverage

Appendix: Competitor Analytics

Competitor Analytics tool

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Model

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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