NEW YORK — Despite the $3.33 billion aid package Kanebo is receiving from Japan’s government-run Industrial Revitalization Corp. for its indebted cosmetics division, Kanebo Cosmetics USA Inc., based in Manhattan, is forging ahead with the...
NEW YORK — Despite the $3.33 billion aid package Kanebo is receiving from Japan’s government-run Industrial Revitalization Corp. for its indebted cosmetics division, Kanebo Cosmetics USA Inc., based in Manhattan, is forging ahead with the international launch of two new products.
There’s Quick Radiance, designed to diminish sun spots and dark melanin by 75 percent with a blend of apricot pulp extract and wheat germ extract. Quick Radiance is meant to be applied after cleansing and before moisturizing and is gentle enough to be used twice a day.
The second product, Silk, employs a special and rare silk from the district of Koishimaru, a village called Usui-mura in the Gunma prefecture, located northwest of Tokyo. The silk, until now, has been used exclusively by members of Japan’s imperial family. Kanebo has been given permission by the family to utilize this silk in an exclusive cream and powder duo. “Skin will begin to look like silk,” said Sonia Turner-Guillemin, chief trainer and sales officer for Kanebo Cosmetics USA. After moisturizing, the cream is applied, followed by the powder; the latter should be applied only at night.
Silk launches internationally in June, and Quick Radiance appears in all countries beginning in July. Osamu Ishikawa, president of Kanebo’s Cosmetics USA, who was appointed in January, expects that sales of the two products could reach $510,000 their first year on shelves. He added that while the company’s cosmetics division is establishing a new firm with the IRC in May, doing so would not affect Kanebo’s U.S. market, which is about a $5 million business. Kanebo maintains a select distribution in the U.S. — it’s only offered in 25 doors, including Takashimaya, Bergdorf Goodman, Saks Fifth Avenue outlets and Barneys New York in Beverly Hills and Manhattan.
The company will debut its first advertising stint in the June issue of W magazine, a sister publication of WWD. Ads will feature Silk, which retails for $130; Quick Radiance retails for $55 for a 2.5-oz. bottle.
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