Client

Kao Chemicals Europe

Period

2021 - 2022

Sector

Industry, Chemistry

Founded in the late 19th century, Kao is a Japanese corporation that develops consumer products in four areas: cosmetics, skin and hair care, health, and fabrics and home. Kao’s European branch located on the outskirts of Barcelona focuses on chemistry and develops a wide range of products for various industries. Kao Chemicals Europe has six factories, four sales offices, more than a thousand employees and six independent business units. Between 2021 and 2022, Life In The Woods developed a market analysis, a communication audit, and the strategic marketing and communication plan for Kao Chemicals Europe.

GOALS

Kao has its own business philosophy based on the principle of Yoki-Monozukuri. They refer to it as The Kao Way, which takes into account the well-being of all workers and consumers, highlighting their sustainability policy, which is aligned with the United Nations’ sustainable development goals and is the brand’s differentiating factor.

IDEA

Kao Chemicals Europe contacted LITW to create a communication and marketing strategy with its own narrative that highlighted the brand’s principles, and to design a series of activation initiatives to improve the positioning and visibility of one of the world’s leading chemical industry players.

IMPLEMENTATION

LITW conducted a market analysis, an audit of all communication activities carried out to date, and examined the experiences of customers, employees and stakeholders. Subsequently, a strategic marketing and communication plan was defined to establish guidelines for activation initiatives over the next few years.

In a second stage, a series of activation initiatives were carried out, including the creation of content and the management of online communication, the drafting of press materials, the production of a series of corporate videos on all the business units, and the design of a stand for the prestigious Beauty World Middle East Fair in Dubai.