Premium Magnificence Information – Bondi Sands, the Australian self-tanning specialist acquired by Kao in 2023, is launching in pharmacies. Why did you select this retail channel?
Sébastien Viennot – Not like their British counterparts, French shoppers nonetheless affiliate self-tanners with streaking, troublesome software, and unnatural-looking outcomes. These perceptions have held again class improvement, leaving the French market comparatively underdeveloped. Bondi Sands is an internationally acknowledged model with a robust fame, constructed on iconic merchandise reminiscent of its self-tanning mousse, reusable applicator mitt, and tan eraser. Collectively, these merchandise have the potential to make French shoppers change their opinion about self-tanners.
We selected the pharmacy channel as a result of we consider pharmacists are finest positioned to teach, advise, and reassure shoppers. Our ambition is for Bondi Sands to change into the reference self-tanning model in pharmacies, enabling shoppers to attain a natural-looking, sun-kissed glow all yr spherical with out compromising pores and skin well being. As well as, there was beforehand no devoted self-tanning specialist on this channel. We’re presently obtainable in round 20 pharmacies, the place we assist sell-out with academic point-of-sale supplies that reply shoppers’ key questions.
We may also quickly launch focused campaigns on Instagram and TikTok – platforms the place Bondi Sands already enjoys sturdy consciousness — working with life-style influencers who first found the model whereas travelling and are already real customers. Their academic content material will exhibit how straightforward the merchandise are to use and assist overcome the remaining limitations to trial.
Premium Magnificence Information – Kao additionally owns John Frieda, a serious participant within the haircare market. What prompted its full overhaul?
Sébastien Viennot – John Frieda is presently the Tenth-largest model within the mass-market haircare phase. Nevertheless, it had not undergone a serious transformation in almost a decade. It was subsequently important to evolve the model to reinforce its attraction and reinforce its premium positioning inside a extremely aggressive class.
We’ve got modernized its visible identification with a cleaner, extra premium, and modern design. We additionally carried out vital work on formulations: simplifying ingredient lists, eradicating sure controversial substances to enhance Yuka scores, enhancing biodegradability, and transitioning to 100% vegan, PETA-certified formulation.
On the identical time, we sought to strengthen the model’s sensory identification. To realize this, we partnered with DSM-Firmenich to develop AuraBoost, a signature perfume designed to evoke constructive feelings and improve emotions of power and confidence. This shared olfactory base is then complemented by a signature notice particular to every assortment — reminiscent of shiny citrus for the Blonde vary or wealthy florals for the Color vary, and so forth.
This transformation additionally brings innovation, notably with the launch of latest Lisse Infinie vary, comprising 4 merchandise designed to faucet into the “liquid hair” pattern.
Lastly, we rolled out a serious advertising and marketing initiative that includes a cinema marketing campaign timed with the discharge of the film The Satan Wears Prada 2, in addition to an occasion in early June on the Monoprix Montparnasse in Paris; the shop was remodeled into a real style runway for the event to showcase our varied product strains via inspiring appears to be like.
Premium Magnificence Information – The Bioré model has additionally undergone a makeover. Inform us about it.
Sébastien Viennot – Certainly, Bioré is continuous its enlargement in France – the place it has been offered in mass-market retail since 2017, the yr it first made a reputation for itself with its well-known pore-clearing nostril strips. The model has now adopted a modernized visible identification, that includes a cleaner, extra minimalist blue design.
A number of product improvements have launched for the reason that starting of 2026: the Pimple Patch Gel — which established itself because the class chief after simply two months in the marketplace — the Pore-Perfecting Nostril Bubble Masks, and, most lately, our Bioré UV SPF 50 sunscreen (Glow model), a product that’s significantly fashionable in Asian markets.
Premium Magnificence Information – Might you inform us extra about Curél, which launched in France and Germany simply over a yr in the past following a profitable debut within the UK? What’s your preliminary evaluation?
Sébastien Viennot – Early suggestions has been encouraging. Curél is presently stocked in over 130 impartial pharmacies, in addition to at Parashop. The model can also be progressively increasing into Carrefour’s parapharmacy sections as a part of the retailer’s new retailer idea. Nevertheless, rollout in pharmacies has been considerably slower than initially anticipated, in a extremely aggressive surroundings the place pharmacists require sturdy assurances relating to sell-through and shopper demand. That stated, the model’s positioning – constructed round a easy skincare routine, double cleaning, and powerful worth for cash – has been very nicely obtained. We carried out a sturdy communications plan, together with sampling campaigns, in-store visibility, and promotional activations.
Premium Magnificence Information – What are Kao’s ambitions for Europe?
Sébastien Viennot – Whereas Asia stays Kao’s core market, Europe is a key driver of development and worldwide enlargement for the Group. Inside this area, France is a precedence market. Our ambition in France is to progressively shut the hole with markets reminiscent of Germany and the UK by way of gross sales quantity. Extra broadly, Kao constantly assesses alternatives to introduce and develop its manufacturers throughout European and French markets.
Whereas now we have no concrete bulletins to share at this stage, strengthening and increasing our model portfolio in these areas stays a strategic precedence.
