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.