Founded all the way back in the 80s, Kao, which means ‘face’ in Japanese, has always been committed to making people’s lives and future more meaningful.
With consumer products in four business fields, namely in Hygiene and Living Care, Health and Beauty Care, Life Care, and Cosmetics and a portfolio of famous products, such as Attack, Bioré, Liese, Laurier, Magiclean and Merries, Kao is part of the everyday lives of people across the globe.
Apart from developing its business in over 100 countries and regions worldwide, the brand also strives to strengthen its environmental and social approach.
A Kirei Lifestyle means living a beautiful life inside and out
“Kao's commitment to creating a Kirei Lifestyle is about promoting beauty, cleanliness, and comfort while respecting the environment and society. We believe that by offering products and services that are not only effective but also sustainable, will promote a positive impact on the world. This aligns with our ESG objectives by reducing our environmental footprint, fostering social responsibility, and adhering to high governance standards,” said Nishimaki Akira, Kao Malaysia’s President.
This lifestyle also incorporates the spirit of the company maintained since its founding, pursuing 21st-century Yoki-Monozukuri (“excellent craftsmanship”) while delivering a sustainable world.
The Kao Way: View of the future and the role that Kao has to play for its customers and communities
Kao Malaysia earlier this year marked its 50th year of operations in Malaysia by bringing its Kirei Lifestyle plan closer to consumers. The Kirei Lifestyle Plan builds on Kao’s corporate philosophy—The Kao Way.
"The 'Kao Way' is a touchstone that reminds us of the core values that underpin our journey. It shapes our decisions, helps us navigate challenges, and inspires us to evolve. It's not just a manual or set of rules, but a foundation that guides us in assessing the value of our work and addressing the concerns we encounter. In this way, the 'Kao Way' is the compass by which we navigate our past, present, and future, and it continues to be instrumental in our pursuit of a sustainable and impactful future,” explained Nishimaki in an interview.
What are some of Kao's initiatives to reach a zero-waste society?
At Kao, they are deeply committed to contribute to the realisation of a zero-waste society, inspired by the Japanese ethos of 'Wastefulness—Mottainai, never today, nor tomorrow.' The brand’s approach to achieving this goal is multifaceted and includes several key initiatives such as:
1. Kao x Zero Waste Malaysia Workshop
The company has actively engaged with reputable NGOs such as Zero Waste Malaysia to conduct workshops. One such workshop in May 2023 provided an interactive session to their employees, where they gained insights into recycling myths and learned the proper methods of waste segregation.
2. Kao reduces waste via City Clean-up
In June 2023, they organised a half-day community cleaning event involving all Kao staff in the central region. This 'gotong-royong' event centred around cleaning the areas surrounding PJ Eco Recycling Plaza, SS8, Petaling Jaya. It reflected their commitment to hands-on action in fostering a cleaner environment.
3. Recycling corner at Kao Malaysia for employees to recycle
In their corporate office, they have established a recycling corner, making it convenient for their employees to practise recycling.
Discover the initiatives carried out by Kao for their social responsibility
Laurier School Program
One of their flagship initiatives aimed at supporting girls' education and empowerment is the Laurier School Program. This program educates young girls on menstruation, breaking taboos, and providing the necessary resources and knowledge to manage their menstrual health. By doing so, the brand empowers girls to stay in school, ensuring that menstruation does not become a barrier to their education and future opportunities.
Smart Family Campaign
Through the Smart Family Campaign, Kao has partnered with the AEON Foundation to make a meaningful impact. For every purchase of RM50 worth of Kao participating brands, they will donate RM1 to the Malaysia AEON Foundation. This year, Kao made a donation of RM28,000 to AEON Foundation and this will be channelled to the KAMI project, which aims to improve Quality of Life by providing community economic, social and education for urban poverty category. This initiative gives their customers a chance to contribute to a worthy cause, thereby fostering a sense of social responsibility among customers.
Incorporating technology and innovation in Kao’s commitment to sustainability
“At Kao, we are steadfast in pioneering technology and innovation to achieve our sustainable initiatives. One notable example is our innovative product 'Mos Protection Skin Shield’. This revolutionary solution has its roots in our deep understanding of the societal issue of mosquito-borne diseases like dengue fever, which has afflicted Southeast Asian countries for many years and is now spreading globally due to the effects of climate change”
Nishimaki further explained that this innovative approach differs from conventional insect repellents. It is a mosquito repellent product that is not-sticky and comfortable to apply, revolutionising mosquito protection. “I am pleased to share that Malaysia will be launching 'Bioré GUARD Mos Block Serum' next year, expanding our commitment to providing innovative solutions."
The road towards a sustainability lifestyle is a continuous commitment
Kao empowers consumers by offering products that not only meet their needs but also promote
sustainability, health, and well-being. Through their product range and social initiatives, the brand encourages consumers to make choices that benefit both themselves and the planet.Naturally, a company with this incredible history isn’t slowing down any time soon. In fact, their goal is to become “an essential company in a sustainable world”. With the Kirei Lifestyle Plan as their guide, Kao is determined to develop its business and provide better products and services, contributing to a more beautiful life for everyone, now and in the future.
For more information on Kao’s Kirei Lifestyle Plan, you may visit: https://www.kao.com/global/en/sustainability/klp
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
