Kao Corporation will discontinue the provision of hair bundle color samples for all hair color and hair manicure sections in Japan from October 2021. The hair bundle color samples are a sales promotion tool that allows customers to select hair colors in stores. This initiative will help reduce up to 56 tons of plastics used to produce the samples a year.
This initiative first started with the Blauné Lumiést hair color series that was launched in October 2020. The hair bundle color samples are no longer available in stores. Instead, Kao has introduced its hair color simulation as a new tool to help customers select hair colors. With the tool, customers can enjoy checking hair color images easily anytime and anywhere by reading QR Codes on in-store POPs and the back of product packages. We have received favorable feedback from a large number of customers since the introduction of the tool.
Given this, Kao has decided to discontinue the provision of hair bundle color samples, which have long been available in stores for all hair color and hair manicure products sold in Japan, from October 2021, out of consideration for the environment. We had planned to review the provision of hair bundle color samples for all brands by 2022 when we launched the Blauné Lumiést series last autumn, but we will move forward the schedule. For hair color selections we will continue to propose using the hair color simulation tool.
Under our ESG Strategy “Kirei Lifestyle Plan” Kao has introduced aspects of ESG in its business strategy and aims to offer better products and services for consumers and society. We will make contributions to achieving more comfortable lives in the future through offering new value that also gives consideration to the environment.
