Sales: $2.0 billion
Key Personnel: Kazutoshi Kobayashi, president and chief executive officer.
Major Products: Skin care, cosmetics and toiletries sold under several brand names including Decorte, AQ, Awake, Jill Stuart, Anna Sui, Infinity, Grandaine, Crie, Predia, Visée, Phil Naturnt, Esprique, Sekkisei, Elsia, Salon Style, Softymo, Formule, Precious, Fasio, Nature & Co, Stephen Knoll New York, Happy Bath Day, Paul & Joe, Tarte, Albion.
New Products: Cosme Decorte Liposome, Sekkisei Herbal Gel, Esprique Éclat makeup, Kosé Cosmeport Clear Turn Essence Mask, Fasio Good Curl Mascara, Elsia makeup, Tarte Summer 2016 collection.
Comments: Sales rose 17% in local currency last year, with cosmetics accounting for nearly 75% of sales and “cosmetaries” the remainder. It marked the third consecutive year of record sales and growth was achieved in all business segments. And yet, Kosé, like Shiseido and others, is looking beyond its borders for growth. The current management plan, unveiled last year, calls for building and strengthening global brands. International markets accounted for nearly 18% of sales last year, helped along by the 2014 acquisition of Tarte. According to Kosé, the brand exceeded performance targets.
Domestic cosmetic sales rose on the popularity of prestige brands such as Albion, Cosme Decorte, Sekkisei and Jill Stuart. Outside Japan, sales rose in Taiwan, South Korea and China.
Sales of cosmetaries, a word Kosé coined years ago by combining “cosmetics” and “toiletries,” increased more than 14%, helped along by demand for Clear Turn facial masks and Suncut sunscreens.
Looking ahead, Kosé management predicted that sales would rise 4.4% in fiscal 2017. Sales of upscale cosmetics are expected to lead the way, with a gain of 4.7%. Further down the road, Kosé expects sales to reach ¥277 billion by the end of fiscal 2019. To get there, the company must grow nearly 14%.