Senior Brand Manager

Kao launches Bioré in South Korea with campaign starring boy band Stray Kids. By Alessandro Carrara | Published: 19-Mar-2026 The launch into South Korea aims to enhance Bioré's brand credibility on a global scale, and the campaign - fronted by K-pop boy group Stray Kids - will promote the skin brand's UV line Kao Corporation has launched skin care brand Bioré into the South Korean market alongside a new global campaign starring Korean boy band Stray Kids. The Japanese beauty conglomerate said South Korea is a strategically important and highly influential market in the global beauty and skin care industry. The launch into the market aims to enhance Bioré's brand credibility on a global scale, and success in the market will serve as a "strategic springboard" for broader expansion across Asia and internationally, according to a company statement by Kao Corporation. Readers following innovation across beauty and personal care may want to explore the Cosmetics Business Innovation Awards - a new programme spotlighting the technologies and ideas shaping the future of the industry. Entries open now! LINK "The sun care segment [in South Korea] in particular ranks among the largest globally and continues to grow," the Kao Corporation statement continued. Coinciding with its entry into South Korea, Bioré is also launching a global campaign centred on Bioré's UV line, which is being fronted by Stray Kids. The eight-member South Korean boy group, which was formed under multinational entertainment and record label JYP Entertainment, was founded in 2018. They are best known for songs including God's Menu, MANIAC and Chk Chk Boom. The campaign, centred around the tagline 'Sunlight Is Your Spotlight', will roll out across more than 15 countries and regions where Bioré UV is available to purchase. Kao Corporation will kick off the marketing drive with a 'Tour One And Only' event to be held on 19 March in Seongsu, Seoul. The brand will also partner with influencers across multiple markets. "Global marketing plays a central role in accelerating Bioré's growth," said Emi Kobayashi, President, Skincare Business, Kao Corporation (Bioré). "By bringing together Bioré UV - backed by our proprietary, world-class UV sunscreen technology - and Stray Kids, a group that continues to evolve on the global stage, we aim to establish Bioré's position as a global leader. "Our entry into the South Korean market is a pivotal step toward expanding our business across Asia and advancing our broader global growth strategy. "Going forward, we will continue to refine our technological expertise and build a brand that is trusted by consumers around the world." Bioré is a core brand under Kao's Global Sharp Top strategy, which is aimed at establishing leadership in key market segments through high-value products.

Kao's Laurier launches new Brand Communication Initiative across Asia: strengthening global integration as a core brand in Kao's Asian business. * March 5, 2026 06:07 GMT+700 Tokyo-(ANTARA/Business Wire)-Starting on International Women's Day, March 8, Kao Corporation (TOKYO:4452) will launch new brand communication campaign in nine Asian countries and regions for its feminine sanitary product brand, Laurier, which is the core of its Asian business. Laurier aims to help create more supportive and understanding environments around menstruation, so that women can feel more at ease, both physically and emotionally, under the key message "Comfort, Made Together," which will be implemented simultaneously across Asia. Kao aims to further develop Laurier as a global brand. Laurier, one of the core brands supporting Kao's consumer care business in Asia, has been promoting globally integrated operations since 2023. Across all nine Asian countries and regions including Japan, Laurier has been working to unify product specifications and consolidate production sites to improve asset turnover ratio. Moreover, Laurier has promoted discussions to unify interpretations of the brand purpose and worldview, which varied across regions, and has renewed the global guidelines. Through these efforts, in order to simultaneously communicate its value throughout Asia, Laurier is currently initiating a new brand communication initiative. By returning to Kao's founding principle of a consumer perspective, Laurier will further strengthen brand equity by offering products designed for long-term use and advancing empathy-driven marketing through consistent communication across regions. Laurier conducted a survey on attitudes toward menstruation among 4,500 women across nine Asian countries and regions.* The findings revealed that across Asia, many women feel that menstrual symptoms, concerns, and the limitations associated with menstruation have an impact on their overall sense of comfort in daily life. *An online survey on attitudes toward menstruation was conducted by Kao among women aged 15-44 in nine Asian countries and regions, including Japan, in November-December 2023 and October-November 2024 (valid responses: 4,500). Through this initiative, Laurier will further its efforts toward creating an inclusive environment where women can live lives full of possibilities without feeling restricted by their periods. As a global brand, Laurier not only provides products but also supports women throughout their lives by providing information and educational support, contributing to the creation of a society where each woman can continue to live in a way that feels true to herself. About the Brand Communication Initiative - Key Message Comfort, Made Together ― Laurier is here to listen. It's natural to find it difficult to be your normal self while you're on your period. A woman shouldn't have to find menstrual comfort on her own. We may not be able to completely eliminate physical discomfort or pain. But by encouraging understanding from those around us and shaping more supportive environments, we believe periods can feel a little more comfortable. - Overview This campaign will unify the brand's worldview across nine Asian countries and regions, and will implement the following initiatives: * Development of a common key visual and message across Asia * Release of anthem films (9 country/regional versions) conveying Laurier's message of menstrual support * Launch of a special campaign website - Countries/Regions: Kao Corporation / Kao Commercial (Shanghai) Co., Ltd. / Kao (Hong Kong) Ltd. / Kao (Taiwan) Corporation / Kao Vietnam Co., Ltd. / Kao Industrial (Thailand) Co., Ltd. / Kao (Malaysia) Sdn. Bhd. / Kao Singapore Pte. Ltd. / PT Kao Indonesia - Start Date: March 4, 2026 Ongoing Social Initiatives As a brand that supports women, Laurier is continuously engaged in the following activities in each country and region. * Japan: "Laurier in Workplace" and "Laurier in School," making sanitary napkins available as standard supplies at workplaces and schools * Indonesia: "Dr. Laurier," providing expert knowledge on menstrual concerns that are hard to discuss with others In addition to the above, Laurier provides menarche education to deliver accurate knowledge to individual in all nine countries and regions. Through these activities, Laurier will continue to be more than just a feminine sanitary product brand; it will continue to be a presence that supports women at all stages of their lives and in their social environments. Comment from Kazuya Miyashita, President of the Sanitary Business, Kao Corporation Laurier has been striving to strengthen its globally integrated operations. The launch of this new brand communication across nine Asian countries and regions marks the next stage in building a consistent global brand―one that transcends borders, listens to the voices of individual, and shares Laurier's vision and values across Asia. While menstrual concerns and feelings vary from person to person, there are many aspects of menstruation that have been discussed as something to be endured or a personal issue. Through this communication campaign, Laurier aims to elevate menstrual concerns beyond a personal issue, encourage understanding from others, and foster an environment in which women can live with greater peace of mind. As a core brand in Kao's Asian business, Laurier will continue to contribute to sustainable growth and the realization of a society where women can live their lives with comfort, confidence, and fewer limitations - no matter the day. Kao, a Japan-based manufacturer of personal care and household products, cosmetics, and specialty chemicals creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its brands such as Attack laundry detergent, Bioré and Jergens skin care products, Laurier sanitary products, Curél, SENSAI, and MOLTON BROWN cosmetics, and Oribe hair care products, Kao is part of the everyday lives of people across Asia, the Americas, Europe, the Middle East, and Africa. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,630 billion yen in annual sales. Kao employs about 32,600 people worldwide and has more than 130 years of history in innovation. As an enterprise that provides products people use on a daily basis, the Kao Group takes responsibility to actively reduce the environmental footprint of its products throughout the product lifecycle. This is laid out in Kao's ESG strategy, the Kirei Lifestyle Plan, which launched in 2019. Media inquiries should be directed to: Public Relations Kao Corporation

Explore souji Souai LOVE: A visual novel where idols are cleaning products. Published on February 25, 2026 at 2:07 pm Reading time: About 1 minute - Written by Daniel Martinez In an unexpected twist that blurs the lines between marketing genius and quirky entertainment, Kao Corporation, a notable player in the chemical and cosmetics industry, has launched a free game titled "Souji Souai LOVE." This new offering is not just any game; it features a group of idols who are, intriguingly, personified cleaning products. Each character's head is whimsically replaced with bottles of detergent and other cleaning agents. This unconventional approach once again underscores Japan's innovative prowess in marketing, which seems light-years ahead of global standards. Exploring the game mechanics. "Souji Souai LOVE" is styled as a visual novel that spans around 20 minutes, catering to fans of the genre. Players step into the shoes of a rookie producer responsible for ensuring the successful debut of the idol group named Shining4. Like many visual novels, the game requires players to interact closely with each character, uncovering their unique stories and assisting them in various tasks - which humorously includes cleaning toilets, utilizing the idols' product-like heads. A unique cast of characters. The game introduces players to an array of characters, each based on real-life Kao cleaning products. These include Kyukyutto, representing dish soap; Bath Magiclin, a bathtub cleaner; Toilet Magiclin, for toilet bowls; and Quickle Wiper Three-dimensional Wet Sheets, designed for floor cleaning. This quirky branding strategy not only promotes Kao's product range but does so in an engaging, memorable manner. Star-Studded voice talent. Adding to the game's allure is the involvement of prominent Japanese voice talents. Yoshiki Nakajima, known for his work in "The Idolmaster: SideM," and J-pop artist Kent Ito lend their voices to these animated cleaning supplies, enhancing the game's appeal and authenticity. Their participation has certainly elevated the game's profile, sparking conversations and surprising reactions across Japanese social media platforms. Availability and accessibility. For those interested in experiencing this unconventional game, "Souji Souai LOVE" is accessible via Kao's official homepage and is compatible with both PC and mobile devices. While it might not cater to every gamer's taste, it presents a quirky and creative diversion, particularly for those looking to break the monotony of daily internet routines. Whether you're a fan of innovative marketing or just in search of something uniquely entertaining, "Souji Souai LOVE" promises a delightfully bizarre adventure into the world of idolized cleaning products, only a click away. Rate this post An avid gamer with a critical eye, Daniel provides reviews and commentary on the latest game releases and the gaming industry's evolving landscape. Find and win A treasure is hidden in this article! Share it to start the game and try to uncover the secret word. The first 10 people to submit it via the form that appears after you share will win a surprise prize! Good luck