Beauty press were recently invited to the John and Peter Canteen in Eveleigh to see the new packaging for Japanese brand Bioré, part of Kao Brands. The John and Peter Canteen was transformed with beautiful blue and white flowers and decorations to reflect the brand’s new packaging. Adam Worling invited Bioré brand manager Dora Ngov to reveal the brands latest news before they tucked into a delicious lunch.
Ngov started by discussing the brand’s history. Bioré was first launched in 1980 in Japan and was the first non-soap cleansing wash. The Bioré name actually came about from a Kao annual naming contest, Bioré came from combining two words – Bio meaning life and Ore meaning a precious ore, such as gold. It also stands for Beauty, Intelligence, Originality, Reliability and Enrichment.
Up until now, the brand’s packaging has been green but the new look is white, fresh and clean, with a ‘New Look!’ call-out and blue floral logo. Each range has a different colour-coding, for example, the pink writing is for makeup removal, the blue writing is for deep cleansing and the orange writing is for complexion clearing. The new packaging is to be introduced worldwide to give the brand a universal and recognisable look.
Bioré is now sold in 40 countries and has the number two facial cleansing share position in Asia. The brand’s mission is to become the leader in the cleansing market and a new cleanser for combination skin has been introduced to the line – Combination Skin Balancing Cleanser. The new cleanser is designed to transform combination skin by cleansing efficiently without disturbing the skin’s essential moisture.
To market the new-look packaging there will be three print campaigns – “Face the day”, “Face the Social Night” and “Face the Weekend Catch-up.” Ngov said the brand’s target market is busy women in their early to mid-twenties and this is reflected in the ad campaigns.
According to Ngov, quick, affordable and easy-to-use products are what has led to Bioré’s popularity across the globe. The brands most well-known products are perhaps the Deep Cleansing Pore Strips and Makeup Removing Wipes. Ngov said Bioré were the first brand to launch pore strips and cleansing wipes.
Visit www.biore.com.au to find out more.