2023.06.20

Kao's Skin Measurement Service 'Hada Reco' That Can Be Performed on Your Smartphone! The Development Behind the Addictingly Dependable Skin Analysis Tool

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Transitioning from a company that makes products to a company that creates experiences. Kao Corporation is beginning a significant transformation.

They launched the digital platform 'My Kao' and the beauty-centric community website 'Kao Beauty Brands Play Park' in December last year. Furthermore, they began offering a skin analysis service 'Hada Reco', which combines their expertise and experiences in manufacturing with AI technology, from March 30, 2023.

We had the opportunity to speak to Tetsunosuke Hori and Shogo Tejima, who are proceeding with this development at Kao Corporation, and learn about the overall picture of the remarkable digitization of communication centered around 'Hada Reco', a service that allows you to quickly measure your skin condition with your smartphone.

PROFILE

Tetsunosuke Hori

Joined Kanebo Cosmetics in 2008 as a new graduate joining group company. He experienced sales at the sales company. In 2017, he was transferred to the head office and worked on media buying and planning, focusing on digital. Later, he was transferred to the newly established 'DX Strategy Department' in 2021.
He launched Kao's CRM platform and its own EC Mall and is currently in charge of its operation.

PROFILE

Shogo Tejima

Joined Kao Corporation in 2016 as a new graduate. He was in charge of marketing for cosmetic skincare brands for five years.
Later, in 2021, he was transferred to the newly established 'DX Strategy Department'. Utilizing his business experience, he is currently engaged in supporting CX management for all in-house brands and promoting new projects within the department.

From Manufacturing to a Company That Creates UX. What are Kao's New Initiatives?

First of all, could you tell us what led to the launch of 'My Kao'?

HoriKao Corporation has been actively promoting business DX since 2021. We consolidated our in-house DX efforts and our DX Strategy Department was established in 2023. The starting point is to want to create something new, not just rely on traditional advertising-oriented communications.

We have so much information overflowing today, and everything is being digitized. The trend of the times is the creator economy, where even individual consumers can become creators who disseminate and sell products, and I think the primary focus of manufacturing should be on the consumer. I believe we are now expected to turn customers' ideas into products.

When you think about what Kao Corporation, a manufacturing company for a long time, has as its strengths, it is a wide product lineup and knowledge of manufacturing. At a time when various information is being continuously released, I think corporate information is being reconsidered as something that can be trusted.

We want to create a place where we can directly respond to the wishes of consumers, such as 'I want reliable advice', 'I wish this product existed...', and 'I want this product now!'. We also want to directly connect with consumers and co-create a happy life.

From this conception, the project began, and about a year after its launch, the bi-directional digital platform 'My Kao', which directly connects with consumers, started in December last year.

HoriCurrently, we are operating the beauty specialty site 'Kao Beauty Brands Play Park' from here as an entrance, but in the future, we plan to evolve by increasing various specialty sites that utilize Kao's strengths, not limited to beauty.

The top screen is very cute and has a friendly atmosphere. What kind of thoughts are put into it?

HoriKao's product lineup is wide, ranging from detergents and cosmetics to diapers and pet products, and we do not narrow down the target. Therefore, the top screen is something that allows anyone to feel diversity and be accepted.

Furthermore, imagining what will happen to everyone who builds this platform together, we filled it with the hope that they will be able to keep 'a good face every day', and have a good smile. We chose an illustration full of smiles for the top screen.