Japanese beauty brand Kanebo, owned by Kao Corporation, is launching limited-edition Lunar New Year packaging for its Comfort Stretchy Facial Wash.
The packaging design was inspired by the brand’s ‘I Hope’ motto. It will launch in Japan, China and other travel retail locations from 1 January 2023.
The limited-edition expression aims to strengthen Kanebo’s brand awareness in China during the peak Lunar New Year holiday period.
Kanebo is one of 11 global focus brands within the Kao Group beauty portfolio. Earlier in 2022 it opened a brand store on short-form video platform Douyin, as it sought to drive engagement with Gen-Z shoppers through livestreaming.
The Kanebo Comfort Stretchy Facial Wash is one of its hero products. It offers a rich formula of moisturising ingredients that creates a veil of moisture on the skin. It has an RRP of ¥5,000 (US$34).
The vibrant packaging was designed by Tokyo-based interior/product designer Gwenael Nicolas. It features a golden rabbit motif on a striking red backdrop, which are the traditional celebratory colours of Lunar New Year. The rabbit motif pays homage to the Year of the Rabbit, which is the Chinese zodiac year for 2023.
The launch will be supported by Kanebo’s ‘I Hope’ campaign, which will invite users to participate in various social media and livestreaming events ahead of Lunar New Year.
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