COSTLY KANEBO MAKES U.S. DEBUT
Byline: Alev Aktar
NEW YORK — Kanebo, one of Japan’s leading cosmetics brands, was quietly unveiled at Bergdorf Goodman in early May.
In just two months, the line of skin care and makeup has built a following and the company is now targeting sales of $500,000 at retail in the U.S. for this year.
Kanebo is known for its holistic approach, high tech formulas and its upscale packaging. One of its most famous products — Sensai Ex La Creme — is also its most costly. Billed as a “facelift in a jar,” the $500 Sensai Ex La Creme has become one of the most popular items in the line here, according to Atsuno Kimura, marketing and research specialist at the company. She reported that 35 units were sold at Bergdorf’s in the first month.
La Creme is part of the Sensai Ex four-product anti-aging line that includes La Lotion, L’Emulsion for the face and La Creme Pour Le Corps. A second treatment range, Sensai Cellular Performance, is also carried at the Kanebo counter. Composed of 16 face and body products, the line takes a preventative approach to skin care. In addition, Kanebo makeup is sold at the counter.
Although Kanebo is the second largest beauty company in Japan with a substantial business in Europe, this is the first time that the products have come to the U.S. Kimura reported that consumers have been asking for it for years. “We get so many inquiries from people in the States who have visited Europe and want to get the products,” she noted.
Kanebo will be sold exclusively at Bergdorf Goodman at first. It will be rolled out to 30 to 40 doors nationwide over the next five years.