Enabling a beautiful life for billions

Climate Action
Social Justice
Sustainable Development Goals
Sustainable Lifestyles
Sustainability strategy
Insights and future mapping
Sustainability positioning, narrative and messaging
Visual identity
SDG goals and targets

We helped Kao bring a new perspective to sustainability leadership through a uniquely consumer-centric sustainability vision and strategy – the Kirei Lifestyle Plan

The challenge

Founded in 1887 with a mission to enrich people’s lives, the Japanese chemical and cosmetics giant Kao has delivered high-quality products and breakthrough innovations that make life beautiful for 130 years. But it was time to think bigger and use their heritage to tackle both the world’s biggest sustainability issues, as well as some of the lesser-known challenges. Kao needed a globally relevant sustainability vision, that still felt true to its roots.

The solution

We helped Kao develop a uniquely consumer-centric sustainability strategy to ensure its imagination and innovation is in service of consumers’ desires to live sustainably. We worked with Kao to develop a plan called the Kirei Lifestyle Plan to address broader themes – beyond carbon, waste and water – such as easier ageing, universal design and self-esteem. We also created the visual identity, messaging, communications and social media strategy to bring the plan to life on the global sustainability stage.

The Kirei launch film captures the ethos of the new sustainability vision and strategy

The impact

The Kirei Lifestyle Plan officially launched at Sustainable Brands Paris 2018. Since then, Kao has gone on to receive numerous awards and recognition, including being named as one of Corporate Knights 2020 Global 100 Most Sustainable Corporations in the World. The plan also inspired a new product, My Kirei, which is packaged in KAO’s breakthrough AIR bottle - which uses up to 50% less plastic than traditional bottles.

The journey with Futerra has been about rediscovery of our roots, of our ambitions, and the opportunity to make a positive impact to the world. In a uniquely Kao way.
Dave Muenz, Senior Vice President ESG


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