Kao Corporation has kicked-off off Oribe’s launch in Japan through premium beauty salons to tap into the influence of key opinion leaders such as hair stylists, which it believes are extremely effective at conveying the value of the brand to consumers.
Oribe was founded in 2007 by Cuban-American celebrity hairstylist Oribe Canales. The brand is widely considered the pioneer of the ultra-luxe hair care category.
The brand has a presence in around 40 markets mainly in Europe and the US. In the US, the brand offers body care and fragrance products in addition to hair care products.
The brand is available in top-class salons and high-end department stores and mainly targets consumers