After the UK, Kao launches Curél in France and Germany

“Created in 1999 in Japan, Curél was designed for dry and delicate pores and skin. It is strongly recommended by 89% of dermatologists in Japan,” says Delphine de Veyrac, Skincare Product Supervisor at Kao in France.

Famend for its superior dermatological options, the Japanese model is getting into the French and German markets this January.

Pharmacies and drugstores

Already bought at Boots and Superdrug within the UK for 2 years, Curél is logically concentrating on the pharmacy community in France and Germany.

In France, the purpose is to achieve 400 doorways within the first yr, significantly throughout the networks that put a particular emphasis on the dermo-cosmetics market, then 1,500 pharmacies within the medium time period., then 1,500 pharmacies within the medium time period.

Biomimetic ceramides

The core of Curél’s providing relies on its proprietary know-how of “biomimetic ceramides”, which replicate pure ceramides to revive and strengthen the pores and skin barrier. The model has constructed its international popularity by specializing in ceramides, important elements of the pores and skin for sustaining hydration and safety towards exterior aggressions. Curél and Kao have revealed practically 90 scientific articles on the topic.

This science-centric method, with clinically confirmed outcomes, has helped the model acquire a loyal following in Asia and the US.

Receptive European markets

The launch appears completely timed. With the variety of individuals reporting delicate pores and skin on the rise, European markets are seeing elevated demand for delicate skin-friendly merchandise from trusted manufacturers.

Searching for knowledgeable {and professional} advices, European shoppers are shifting to the pharmaceutical channel which has skilled fixed progress dynamics for a number of years.

Double cleaning

Curél presents fragrance-free, alcohol-free, dermatologically examined formulations with a singular double cleaning and double moisturizing routine designed to protect and replenish ceramides.

“To handle the particular wants of French and German shoppers, we’re first launching the Intense Hydration vary, with extremely sensory textures,” explains Delphine de Veyrac.

The four-step routine relies on a variety of merchandise that may in fact be used individually.

The model has deliberate an activation by means of samples and POS furnishings, in addition to by means of poster campaigns in pharmacies. The merchandise, bought between EUR 15 and EUR 25, are all manufactured in Japan. Nevertheless Kao, which has a manufacturing unit in Europe, doesn’t rule out native manufacturing in the long run.