FROM JAPAN WITH LOVE...

Kao is, one of Japan’s biggest names in the beauty and personal care business. But it realized recently that it had become too reliant on its domestic market; and accordingly decided to, search territory beyond the borders of Japan for future revenue. The Japanese market for cosmetics, as with other business segments of the country's economy, is widely projected to contract in the next few years, making other markets critical to survival.

Yet, the challenges for a Japanese cosmetic brand seeking global opportunities is distinctive—Asian skin types and beauty concerns vary quite dramatically from the rest of the world, especially the big European and American markets.

Kao’s most logical option? China.

China with cultural and skin issues not radically different from Japan—and the enormous proportions of its market—Kao has started an "Asian Harmonization" program, a euphemism for its Pan-Asian expansion plans; generically defined as "across borders convergence" of products or practices.

With a battalion product range that encompasses Bath and Shower, Color Cosmetics, Deodorants, Depilatories, Fragrances, Hair Care, Men's Grooming, Premium Cosmetics, Skin Care, Sun Care and more, it remains to be seen  how much this Japanese beauty invasion can capture the sentiments and currency of  increasingly spoiled-for-choice Chinese consumer.