Kanebo Cosmetics is all set to launch a new high-end brand in Japan and internationally.
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Named Kanebo, the new line will be based on the principles of “Chrono Beauty” with products focusing on skincare makeup and wellness.
“Kanebo is positioned as a prestige brand, and created for women who seek essential qualities and share perceptions of universal beauty. Unlike conventional images of luxury, Kanebo projects a realistic female image with a sense of intuition, reflecting a simple, natural lifestyle. To further differentiate it from the gorgeous prestige concepts of the past, Kanebo Cosmetics has coined the image as ‘new prestige’,”said the Japanese cosmetics group in a press release.

The new brand will be launched in September 2016 in Japan to coincide with the celebration of the group’s 80th year in the cosmetics business.

After its debut in Japan, the Kanebo brand will be launched in Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam in November 2016, and expand to Europe and Russia in 2017.

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