Kanebo to Debut Sensai Brand in Japan and China

TOKYO — After more than three decades in Europe, Kanebo Cosmetics is finally releasing its Sensai line of prestige skin care and makeup in its home market of Japan. The first counters for the brand in Asia will open in Tokyo and Osaka this coming fall, with an expansion into the Chinese market to follow next year. “When I first started in this position last January, I got a lot of inspiration from the Sensai brand, and I immediately started to put the pieces in place to sell it in Japan and Asia,” said Yoshihiro Murakami, president and representative director of Kanebo. “All that work is now finally starting to come to fruition with this launch.” Originally created specifically for the European market in 1983, the brand underwent a major rehaul in 2005 and is sold in around 40 countries, but none of those is in Asia. All Sensai products contain an extract of Koishimaru silk, a rare type of fine Japanese silk that was once reserved solely for the country’s Imperial Family. Before entering the cosmetics field, Kanebo originated as a textile company, working with silk from the year 1908. The tag line of the Sensai brand is “the sense and

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