Kao pilots subscription beauty program

THE WHAT? Kao Corporation has announced that its prestige skin care brand, est is set to pilot a subscription model. Some 20 customers will test the program, which costs ¥300,000 per year, from this month.

THE DETAILS Est Skin Athlete Gym as the new service has been dubbed, includes the services of a dedicated team of beauty professionals offering precision skin care solutions to subscribers for a full year. Beauty advice will be available online and in person with suggestions tailored to each customer. The operation will be expanded with further services leading to a full-scale roll-out in spring 2024.

THE WHY? The personalized program is designed to meet the needs of customers looking for a truly bespoke skin care regime to help them achieve their beauty goals. Kao revealed in a statement, “Thanks to recent digital innovation, highly engaged beauty consumers are choosing products and beauty services from a plethora of options to suit their individual skin concerns and needs, and actively self-educating about beauty. Nevertheless, we also know that many such women lack confidence in their self-devised skin care routines and are keen to know more about the science behind skin care or receive assistance from beauty professionals.”

The post Kao pilots subscription beauty program appeared first on Global Cosmetics News.

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