Since 2016, Kanebo's relaunch as a prestige beauty brand has come in several phases. This year, the rebranding culminates with the "I Hope" campaign and the new Unify System "On & In" skincare products.
The Japanese brand supports individuality from a gender-inclusive perspective and the skincare routine has been simplified for both men and women to take charge of their complexion.
The skincare concept is inspired by "Life Intelligence", which refers to how life on Earth has been able to adapt to harsh changes in the environment. Likewise, the skin is also able to adapt itself to any environment.
The two-step Unify System "On & In" was developed to enhance skin resilience by strengthening the structure of moisture-preserving barrier functions.
In the first step, the "On" essences mimic the barrier functions and promote hydration.
The On Skin Essence V imparts a hydrating veil that scatters light to bring out a soft glow.
Inspired by intercellular lipids, the rich, oil-based On Skin Essence F is formulated via emulsification technology that distributes oil ingredients in an aqueous phase by micronising the particles to a nano-scale.
The second step involves Cream In Day or Cream In Night, whose soft-oil formulations are inspired by the vernix -- the white, creamy substance that gently envelops the skin of a newborn baby.
The day cream provides protection against UV rays and enhances make-up application while the night cream can also be applied as an overnight mask.
Kanebo Unify System 'On & In' skincare collection. Photos © Kanebo
Each formula offers sensorial pleasure through its scent. The night cream, for instance features a floral fragrance with a relaxing note of "Teatopia" tea flower.
Following the rebranding, the product design with black packaging comes under the "Shell Of Hope" concept.
Kanebo has also revamped its cosmetic counters under the "Birth Of Hope" theme, which celebrates individuality and encourage customers' self-expression.
