TOKYO — Kanebo has revealed that it will be releasing a line of ultra-high-end skin-care products from November, targeting wealthy Asian customers. Dubbed Kanebo the Exceptional, the line will initially consist of three products.
Kanebo’s eponymous prestige brand was launched in 2016, and the new line will be sold alongside existing products. The products, which include a lotion, an emulsion and a cream, purport to give the skin supreme clarity. Each item in the series contains Kanebo’s “clear botanical complex,” a moisturizer that is said to be effective in attaining radiant skin.
The products in the Exceptional line are priced significantly higher than those of Kanebo’s main line. The cream, which according to the company provides a lasting glow and moisture that penetrates deep into the skin, will sell for 120,000 yen, or about $1,075. The lotion is priced at 20,000 yen, while the emulsion will go for 30,000 yen.
“The customers who would buy these products are going to be wealthy people, but they are very open-minded to not only our skin-care method, but also our philosophy,” said Masaya Kojima, a senior manager in Kanebo’s product development department who is in charge of the new line. He said that while the core customers of the main Kanebo line are largely in their 30s, he expects those who buy the Exceptional to be in their 40s, 50s and up.
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Kojima said, while there are no concrete plans for further releases in the Exceptional line, he expects it to eventually expand to include more skin-care products, as well as makeup.
Kanebo the Exceptional products will hit stores in Japan from Nov. 7, with other countries in Asia to follow. The line is not scheduled for a release in Europe, where Kanebo’s other prestige brand, Sensai, performs well.