Kao Brands history

With the launch in 1890 of this new product was the dawn of the Japanese toiletries market.

The laboratory also made new lifestyle suggestions for Japanese consumers through its Science of Housework Magazine (1937). The consumer feedback obtained through the direct interactions and meetings were incorporated into company activities.

1954 Kao begins consumer consultations.

Amway history, profile and corporate video Jay Van Andel and Richard DeVos, a pair of direct sales veterans, launched Amway in 1959.

Kao Industrial (Thailand) Co., Ltd. and Taiwan–Kao Company, LTd. are established in 1964 as Kao’s first overseas companies.

In 1971 Yoshio Maruta became president of Kao and continued the company’s emphasis on R&D. Maruta, holder of a doctorate in chemical engineering and 16 patents, invented a process for producing aircraft lubricant from vegetable oil during World War II, when Japanese supplies of petroleum were low.

Malaysia Kao Company (Private) Ltd. is established in Singapore. (The company is renamed Kao (Singapore) Private Ltd. in 1973.)

Research and development opens up new fields Kao established its Research and Development Division in 1976 to emphasize R&D as its business foundation.

1978 Kao introduces the Consumer Consultation Information System (called the ECHO System). Inquiries, complaints, and other customer feedback were compiled in a database to create faster customer response.

Goto, a chemical engineer, joined the company in November 1979 as a manager of a plant in Thailand.

1980s Expansion into Europe and North America Premium beauty brands join the Kao Group Starting around 1980, high-end beauty brands that had established a presence in Europe and the United States joined the Kao Group.

This divestment led to a further restructuring charge of ¥23.88 billion ($198.12 million), taken in 1999. As a result, the company recorded its first year-to-year decline in group net profits since Kao started keeping records of consolidated earnings in 1981.

1982 Kao enters cosmetics market through introduction of the Sofina brand.

In 1983 the company's Merries brand of disposable diapers far outsold Procter & Gamble's in Japan, because Kao had developed a highly absorbent polymer that reduced diaper rash.

Having expanded well beyond just soap, the company changed its name to simply Kao Corporation in 1985.

Guhl Kosmetik is established in West Germany as a joint venture with Beiersdorf AG. (The company is renamed Guhl Ikebana GmbH in 1986.) The company develops its hair care business in Europe.

High Point Chemical Corporation, a specialty chemical company based in North Carolina that was acquired in 1987, supplied the raw materials for the Jergens toiletry and skin-care products.

An Inexhaustible Spring: Research and Development Activities at Kao, Tokyo: Kao Corporation, 1988.

Jergens, for instance, in 1989 introduced a line of bath tablets called ActiBath in an attempt to adapt for the United States market a Kao product extremely popular in Japan.

With the acquisition of West Coast Telecom in Portland, Oregon; Sentinel Technologies in Hyannis, Massachusetts; and the completion of a $60 million plant in Plymouth, Massachusetts, Kao Infosystems became in 1990 the largest North American maker of 3.5-inch floppy discs.

Kitt Siam (Thailand) Co., Ltd. is established. (The company is renamed Kao Commercial (Thailand) Co., Ltd. in 1991.)

After moving up Kao’s chemicals management ladder, Goto became general manager of the chemical business division and purchasing division in July 1994.

For the fiscal year ending in March 1996, Kao Corporation posted its 16th straight year of increased revenues and increased pretax profits.

In June 1997 Takuya Goto moved into the Kao presidency, taking over for Fumikatsu Tokiwa who became chairman.

In connection with these moves, Kao posted a special loss of Y11.62 billion ($88.5 million) for fiscal 1998.

In 1999 Kao introduced Healthy Econa cooking oil into the Japanese market.

In September 2000 the Ban line of roll-on and stick antiperspirants and deodorants was acquired from Chattem, Inc. for $166.5 million.

The product, touted to prevent the development of fat deposits, became a smash hit, despite a premium price tag, with sales reaching Y10.4 billion ($83.9 million) by 2001.

"Goto Steering Kao for Future Growth," Nikkei Report, June 10, 2002.

In May 2003 Kao strengthened its chemicals business through the purchase of the aroma and fragrance operations of Cognis Deutschland GmbH & Co.

Then in 2004 Kao began selling Sofina cosmetics products in China.

"Kao, Kanebo Alliance Threatens Shiseido Dominance," Nikkei Report, December 19, 2005.

Back home, Kao expanded in early 2006 through the acquisition of Kanebo Cosmetics Inc., one of Japan's leading cosmetics companies.

2009 Conserving water and electricity during product use: Kao launches Attack Neo, an ultra-concentrated liquid laundry detergent Kao introduces a laundry detergent with powerful cleaning results, as well as an improved ability to be easily rinsed away.

Acquisition of premium hair care products factory responsible for Goldwell products, to be renamed Kao Manufacturing Germany GmbH in 2013.

Kao developed new technology to overcome this challenge and succeeded in developing a detergent that demonstrates outstanding cleansing results. For example, Kao launched Attack Jaz1 in Indonesia in 2014.

Ehime Sanitary Products Co., Ltd. is established. (The company is renamed Kao Sanitary Products Ehime Co., Ltd. in 2015.)