Kosé Corporation is Promoting Gender-Neutral Beauty Brands
Laura McQuarrie — December 8, 2022 — Marketing
References: kose.co.jp & cosmeticsdesign-asia
Kosé Corporation's Visée brand was established in 1994 and it is now being repositioned as a gender-neutral beauty brand. After launching matte eyeshadows that quickly became popular with male consumers, the brand is refocusing its efforts on genderless messaging and bringing awareness to the brand's inclusivity.
At the Japanese beauty company's latest earnings conference, director and CFO Shinichi Mochizuki remarked that the firm will be focusing on three G's going forward: global, gender and generation. These themes will see the company growing a community of customers regardless of their gender or age.
Based on the positive responses it has received, the company has also begun to promote three additional brands, SEKKISEI, Ceramiaid and Carte HD, as gender-neutral as well.
At the Japanese beauty company's latest earnings conference, director and CFO Shinichi Mochizuki remarked that the firm will be focusing on three G's going forward: global, gender and generation. These themes will see the company growing a community of customers regardless of their gender or age.
Based on the positive responses it has received, the company has also begun to promote three additional brands, SEKKISEI, Ceramiaid and Carte HD, as gender-neutral as well.
Trend Themes
1. Gender-neutral Beauty - Repositioning beauty brands as gender-neutral to promote inclusivity and expand the customer community.
2. Male Beauty Consumers - Creating beauty products that appeal to male consumers, and expanding marketing efforts towards this demographic.
3. Inclusivity Messaging - Using genderless language and marketing materials to appeal to customers regardless of gender or age.
Industry Implications
1. Beauty and Cosmetics - The beauty industry has the opportunity to expand its customer base by creating more gender-neutral products and messaging.
2. Marketing and Advertising - Marketing and advertising agencies can help brands expand their community by creating campaigns that promote inclusivity and genderless messaging.
3. Consumer Goods - Consumer goods companies have the opportunity to capitalize on the trend towards gender-neutral products and messaging to expand their customer base.
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