Kanebo Scans the Globe for Growth

The economy may be tough in Europe and the US right now, but the Japanese market has been slumping since 1989. No wonder why Japanese companies are looking beyond their home markets for growth. The latest to do so is Kanebo Cosmetics, who’s recently-installed president, Masumi Natsusaka, is eager to follow in the footsteps of Shiseido and Pola, which have found success outside Japan.


Kanebo certainly has room to grow, as international sales account for just 10%of the business, with China, Germany and Taiwan being its three biggest markets. The company aims to lift that percentage to 15 by 2015 and at least 30% by 2020. Kanebo’s sales last year were about $21.4 billion


Natsusaka has the necessary overseas experience—with an MBA from the University of Washington and work experience in Germany. As president of Kao Group’s global beauty-care unit, in addition to his Kanebo duties, he is focusing expansion efforts particularly on China, Russia and Southeast Asia (where he said he sees the most growth potential), as well as the US.


That may seem like a lot of lifting, but initial efforts will focus on five key brands: prestige skin care brands Sensai and Impress (the latter of which will be rebranded Kanebo), as well as masstige skin care line Freshel and color cosmetics brands Lunasol and Kate.