How do you bring a new perspective to sustainability leadership?

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. So, how do you use this heritage to tackle known global sustainability issues and bring new thinking to lesser known challenges?

Focus on the people you serve

A uniquely consumer-centric sustainability strategy will ensure Kao’s imagination and innovation is in service of consumers’ desires to live sustainably. We worked with Kao to develop a plan to address broader themes – beyond carbon, waste and water – such as easier ageing, universal design and self-esteem.

A bold vison lies at the heart of this strategy: to enable one billion people to live the Kirei Lifestyle. This vision, and the 19 Kao Actions that support it, are now guiding Kao’s brands to deliver sustainable products and services that enable their consumers to live sustainably.

"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

Taking the Kirei Lifestyle Plan to the global stage

We created the visual identity, messaging, communications and social media strategy to bring this vision to life. The strategy 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.

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