Beauty uncovered: Kao enhances complexions with Lively Skin Wear foundation
21 Jul 2022 --- Kao Corporation is releasing its Lively Skin Wear foundation range from its Kanebo brand. The line of creamy gel foundations emulates the texture of the skin while adding color and a healthy glow to the complexion. It debuts in eight different shades.
A spokesperson from Kao tells PersonalCareInsights that the development of this line was driven by Kanebo’s belief that “enhancing the beauty of every individual’s skin, not covering it entirely, leads to expression of their own uniqueness and attractiveness. This product is exactly the embodiment of this belief.”
Skin minimalism – the act of using less makeup for a more natural effect – has been trending in beauty regimes, largely thanks to a rising TikTok movement. An increasing number of consumers have been forgoing thickly layered cosmetics in favor of more subtly enhancing products.
Kao adds that mask-wearing in Japan has become so universal that people nowadays are “searching for ways to project more expressive and attractive impressions” during the first moments when their masks are removed.
The foundation is formulated with a fruity floral scent that blends lily of the valley, rose and gardenia accented with the “Teatopia” tea flower.
Kanebo Lively Skin Wear debuts in eight different shades.Coverage for the consumer
Elaborating on how this product line fits into current Japanese beauty standards, a spokesperson at Kao says the company “analyzed consumer needs about base makeup.”
They found that “full coverage for concerned areas is necessary, but at the same time, a natural finish that enhances the inherent beauty of skin is desirable.”
The spokesperson adds that a cream foundation offers the desired coverage as well as a moisturizing effect, but elucidated that a cream foundation leaves a powdery and heavy finish on the skin, which is not preferable.
“So we developed the foundation that gives high coverage while enhancing the skin’s inherent tone and texture to achieve ‘lively skin’ brimming with fresh luster and moisture.”
Lively Skin Technology is a skincare innovation of Kao Laboratories that creates color oil with highly dispersed powder pigments and encapsulates them in a translucent gel. The company says it can be used without previous application of concealer, makeup base, or face powder and spreads smoothly and evenly on the skin.
Genderless beauty and PET packaging 
Consumers want full coverage for concerning areas and a natural finish that enhances the inherent beauty of the skin.
The spokesperson elaborates to us about who Kao predicts will be the biggest consumer of this product. “The main target of the Kanebo brand is everyone from their 20s to over 100 years old.”
Elucidating that the series is genderless, the spokesperson adds that Kao “will continue to introduce products that encourage people to believe in their own possibilities, regardless of gender or age.”
Apart from being all-inclusive, Kao also displays clear environmental sustainability efforts as it aims to gradually introduce chemically recycled PET into its packaging solutions.
Earlier this month, the company integrated chemically recycled PET by PET Refine Technology, a subsidiary of Jeplan, into the inner plate of the company’s compact powder foundations.
Traditionally, powder foundations could be used by continually refilling the compact case. The refill was then an inner plate made of virgin PET material or metal, depending on the specifications of the package.
However, for this design, the inner plate will progressively be replaced with chemically recycled PET of comparable quality. Kao aims to reduce the virgin plastic used in its makeup category through this effort.
Kao maintains that the promotion of environmentally sustainable manufacturing and the expansion efforts to achieve horizontal recycling of plastic cosmetic containers is highly important.
By Mieke Meintjes
