Japanese cosmetics brand Curel is expanding its worldwide reach with launches into pharmacies in Germany and France, following its debut in the UK in 2019.
Wendy Brown, senior director of skincare strategy and revenue growth management for EMEA at Curel’s parent Kao, says the launch of Curel in the two new markets marks a critical step forward in the company’s ‘Win in Skin’ strategy.
“Our focus on dermatological skincare aligns perfectly with the high-growth potential we see in this sector,” she said.
“By choosing the pharmacy channel, we’re leveraging the specialised expertise needed for sensitive skincare, ensuring we connect with our target audience effectively. We’re confident that Curel will quickly establish itself as the go-to expert brand for sensitive skin across Europe, just as it has in Japan.”
In addition to Curel, Kao also owns Bondi Sands and Biore.
Last year, the Hong Kong-based activist investor Oasis Management urged Kao to enhance its marketing approach, requesting that the Japanese cosmetics and skincare company restructure its brand portfolio and boost marketing.