By  on July 9, 2008

TOKYO — Kao Corp. will unveil a new cosmetics brand, called Sofina Primavista, in September with the aim of generating sales of 10 billion yen, or $93.1 million at current exchange, in Japan in the brand's first year.

Sofina Primavista will be the second core brand under Kao's existing Sofina skin care franchise, following Sofina Beauté, which was launched in January. That launch is expected to generate 10 billion yen, or $93.1 million, by 2010.

With these new megabrands, which are backed by the research and development effort of the 26-year-old Sofina brand, Tokyo-based Kao aims to expand its business further in its home market.

The Sofina Primavista brand consists of 18 base makeup items in five variations, including powder foundation and cream foundation, which are designed to make skin appear "lively and bright," according to Kao. The line targets women in their late 20s to 40s. The items, which are expected to retail for between 1,050 yen, or $9.77, and 3,675 yen, or $34.19, will be carried at drugstores, supermarkets and other retail outlets.

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