Kracie

Children quickly grow out of the stage where they enjoy having a bath with their parents. This is why body soap must be designed so that anyone can use it with peace of mind. This was the motivation behind the development of a wide-mouthed bottle that even children can refill with ease, and a wide-levered dispenser that is not finicky. "naive" was originally developed 13 years ago as one of the first plant-based body soap products. At a time when body soap still came with a hefty price tag, we introduced "naive" at an affordable price, as well as its refills around the same time. Since then, we have maintained the basic concept of including plant extracts that are familiar among Japanese consumers.

We are committed to maintaining the sense of trust the product has gained from people of various generations. And this can only be achieved through how we continue to design and present the product.

"Ichikami" was developed with devoted passion to apply the Japanese culture of skilled creativity, nurtured through the extended history of Kanebo, to hair care products. Japanese people are known to wash their hair more often than those in other cultures. This is why our hair is more prone to damage. In view of Japan's traditional "preventive" approach to hair care, we have shifted the focus to "preventing" damage instead of "repairing" damage in the development of "Ichikami". Many consumers have embraced the product in support of this concept.

Our primary stance is to create a long-lasting brand, without getting drawn into a power struggle with other manufacturers. Our strength lies in developing products that improve the Japanese quality of life, and resonate with the Japanese mentality. We must never move away from this core value.

"Tabinoyado" was developed around 20 years ago amidst what is know as the First Spa Boom. A product development manager in those days would have described it as the manifestation of Japanese culture. Indeed, it has won the second place in a competition for popular souvenirs selected by international visitors. Since its introduction, "Tabinoyado" has been offered in packaging that features woodblock prints by Yasuhiko Kida to convey the feel of hot spring spa resorts. We are also confident about the formulation of scents. Aroma has always been an area of strength for our company. Adopting a new corporate identity should not "nullify" the legacy. Inheriting the DNA of Kanebo, we will establish ourselves as a company that continues to repay the loyalty of customers who have supported our products.

We will "be always thinking of you". The word "people" encompasses not only "customers" but also "nature" and the "environment". It has the implication of grave significance.