Japan’s Kose cosmetics has unveiled a global marketing plan that aims to give it a strong international presence – including department store outlets in China, Malaysia and Singapore.

The plan was revealed as it celebrated its 70th birthday, with a media event at Roppongi Hills in Tokyo, attended by actress Yui Aragaki.

In response to the success of its flagship Sekkisei skincare line, Kose is giving it more prominence on retail floors, and has introduced a “Stand by You” concept.

Sekkisei products feature Chinese and Japanese herbal ingredients. The brand has been growing for 30 years and is continually updated, says Kose Corporation president/CEO Kazutoshi Kobayashi. Its latest addition is Sekkisei Herbal Gel.

A dedicated counter section has been designed by architect Kengo Kuma, in keeping with the store’s Japanese-motif interior design.

“The counter uses a special material, high-density polyethylene non-woven fabric, and is lit from inside to represent the divine whiteness of Sekkisei,” says Kengo Kuma.

The dedicated sections will launch inside department stores in Fukuoka, Osaka and Tokyo next month, and be added to a duty-free store location in Hawaii by the end of the year.

Other locations are being established in department stores in China, Malaysia and Singapore, which will help Kose expand the Sekkisei network to seven countries within three years.

According to the Nikkei Asian Review, Kose earns about 30 billion yen (US$266 million) in annual Sekkisei sales, and is looking to build this figure to as much as 60 billion yen by 2020.