Kao strengthens men’s hair care with new launches inspired by the skinification trend

The company’s men’s grooming brand, Success, launched Success RESIL with two products – a shampoo and a conditioner – that contain plant-derived amino acids in silicone-free formulas.

According to the company, the range aims to cleanse and nourish hair, leaving it looking and feeling healthy and voluminous.

The shampoo was developed to remove excess oil, dirt and styling products.

The conditioner features a non-sticky formula that envelops hair strands in an elastic coating.

This gives hair a soft, springy bounce while lifting strands and adding body to hair.

Overall, the products claim to promote hair flexibility and elasticity, leading to better resilience.

“Moving forward, Success will continue to provide solutions that provide a sense of fulfillment in scalp and hair care, allowing individuals to move forward with confidence. »​

This follows the relaunch of its Success 24 range as a scalp care focused range, encouraging male consumers to treat their scalp as an extension of their skin.

It contains two sets of shampoo and conditioner – one for oily scalp and another for dry scalp.

This range was developed because there was a need for hair and scalp care solutions designed specifically for men, who have more oil on their scalp than women.

According to the company, Japanese men’s interest in scalp care is increasing as they increasingly embrace skin care.

Premium Hair Care Opportunity for Men

CosmeticsDesign-Asia​ previously announced​ that Kao plans to strengthen its entire hair care portfolio with new brands and revamped offerings in its home market of Japan.