MyKirei - Success Case Study

"MyKirei - Success Case Study" is part of the publisher's Successes and Failures research. It focuses on a range of personal care products that turned an everyday routine into an experience worth paying more for. The case study delivers crucial "what?", "why?", and "so what?" analysis to impart valuable lessons that can increase the prospects of a successful product launch.

KAO USA launched MyKirei by KAO, a range of personal care products formulated with traditional, authentic Japanese ingredients, and packaged in sustainable bottles. The unique hand soap packaging dispensed the cleansing foam in the shape of a flower, which became a TikTok sensation, causing the product to sell out multiple times.

Scope

• As consumers learn to live with COVID-19 they remain highly cognizant of the need to maintain personal hygiene standards.
• The MyKirei approach to fragrances nurtured consumer interest in fragrance experimentation but in an authentic way.
• Higher-priced personal care brands may need to reassess product lines to avoid being impacted by brand switching behavior.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.