Business
Kao’s Bioré Accelerates Global Growth with Entry into the South Korean Market and the Launch of a Unified Global Campaign
TOKYO--(BUSINESS WIRE)--Kao Corporation (TOKYO:4452) today announced that its skincare brand Bioré will accelerate its international expansion as it enters the
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[{"type":"text","content":" TOKYO--(BUSINESS WIRE)--Kao Corporation (TOKYO:4452) today announced that its skincare brand Bioré will accelerate its international expansion as it enters the South Korean market and rolls out a globally unified campaign. As a core brand under Kao’s “Global Sharp Top” strategy—aimed at establishing leadership in key market segments through high-value products—Bioré plays a central role in driving the company’s global growth. Currently available in 66 countries and regions across Asia, the Americas, and Europe, the brand has steadily strengthened its global presence. Building on this foundation, the latest initiatives are designed to further expand Bioré’s footprint across Asia and accelerate its growth worldwide. Strategic Entry into the South Korean Market South Korea is a strategically important and highly influential market in the global beauty and skincare industry, serving as a key hub for global trends and consumer standards. The suncare segment in particular ranks among the largest globally and continues to grow. Leveraging its proprietary technology, Bioré offers high-performance sunscreens that combine high-level UV protection with an exceptionally lightweight feel. By entering the globally influential K-beauty market, Bioré aims to further strengthen trust in its technological expertise and enhance brand credibility on a global scale. Success in Korea will serve as a strategic springboard for broader expansion across Asia and other international markets. Global Campaign Featuring Stray Kids to Launch Coinciding with its entry into South Korea, Bioré will launch a global campaign centered on Bioré UV. For the second consecutive year, the campaign will feature Stray Kids as its face and will roll out simultaneously across more than 15 countries and regions where Bioré UV is available. Through its ongoing collaboration with Stray Kids—a globally acclaimed group with a strong fan base spanning Asia, Europe, and the Americas—Bioré aims to further expand its connection with consumers worldwide. In recent years, rising global temperatures driven by climate change and shifts in UV conditions have led to growing emphasis on limiting outdoor activities and avoiding prolonged exposure to the sun. Against this backdrop, Bioré is redefining the sun as a spotlight that empowers you to shine. Under the global message, “SUNLIGHT IS ...