### KOSÉ Travel Retail: A Vision for Branding and Expansion
#### Introduction
In a recent discussion, **Hiroto Kitaki**, President and CEO of **KOSÉ Travel Retail**, shared profound insights on the company’s strategic priorities. Following a remarkable presence at the **TFWA Asia Pacific Exhibition** in Singapore, Kitaki emphasized the dual focus on **branding and expansion**—a testament to KOSÉ’s mission towards becoming a **’Lifelong Beauty Partner’** as outlined in their **Milestone 2030 roadmap**.
Kitaki pointed out the **crucial role of travel retail**, not only as a sales channel but also as a dynamic platform for brand engagement, with an ambitious goal of achieving **over 50% of group sales from international markets by 2030**. The company showcased its prestigious brands, such as **DECORTÉ** and **SEKKISEI**, while also introducing promising newcomers like **PANPURI** and **SEKKISEI BLUE**. As KOSÉ marks its 80th anniversary in 2026, Kitaki envisions the travel retail division as a significant catalyst for growth.
### The Essence of Branding and Expansion
> **“I believe the outlook for the travel retail market remains exceptionally bright.” – Hiroto Kitaki**
At the vibrant **TFWA Singapore**, the theme of **’Branding and Expansion’** pervaded KOSÉ’s exhibits. Kitaki stated, “We seized the moment to present our new strategic direction along with KOSÉ Travel Retail’s growth strategy.” The booth illuminated KOSÉ’s commitment to not only **prestige brands** like DECORTÉ and SEKKISEI, but also highlighted growth opportunities with newer entries like PANPURI.
As global travel reaches new heights, the travel retail landscape transforms into an invaluable forum for connecting brands with customers. Kitaki noted that **duty-free shopping** is shifting from mere transactions to experiences that resonate deeply with consumers.
### Vision for Lifelong Beauty Partner – Milestone 2030
KOSÉ’s **’Vision for Lifelong Beauty Partner – Milestone 2030’** was unveiled last December. This ambitious outlook aims for sustainable growth by enhancing its portfolio of high-prestige brands. A significant goal within this framework is to escalate the share of **international sales**—including travel retail—to beyond **50%**.
While their core business focuses on **duty-free shops**, both at airports and downtown, KOSÉ is also integrating travel retail with hotel amenities. For instance, they are introducing globally recognized brands like DECORTÉ through **hotel amenities**, enabling travelers to experience KOSÉ products during their stays. This combination not only reinforces their brand presence but also humanizes consumer interactions across diverse markets.
### Leveraging Hero Brands: The DECORTÉ Liposome
**DECORTÉ Liposome** continues to be a frontrunner in KOSÉ’s global travel retail strategy. Renewed in 2023, it has engaged both new and loyal customers, embodying cutting-edge science and innovation. The travel retail-exclusive formats, including a **100ml bottle** and duo set, have enjoyed rising popularity. The series has successfully evolved to include **creams, eye serums**, and **lip treatments**, showcasing a coherent product expansion strategy.
To amplify consumer engagement, **KOSÉ** plans to launch global promotional initiatives, focusing on immersive experiences in key markets like Japan, China, and North America.
### Spotlight on SEKKISEI BLUE
A standout moment at the TFWA was the introduction of **SEKKISEI BLUE**. This brand elevates the original SEKKISEI, created in 1985, to new heights with an emphasis on **natural and clean beauty**. Infused with Eastern herbs, SEKKISEI BLUE reflects a holistic approach, focusing on enhancing the skin’s natural resilience and radiance.
The **Instant Deep Hydration Essence**, a two-layer formula, fuses high-quality moisture with skin conditioning emulsion. Its **elegant packaging**, inspired by traditional Japanese tiles and made from **repurposed rice husks**, underscores KOSÉ’s commitment to sustainability.
### Looking Towards the Future
The upcoming 80th anniversary marks a pivotal moment for KOSÉ. Within a broader strategic framework, the **Travel Retail** unit is poised to accelerate the group’s global aspirations while driving profitability.
Kitaki envisions KOSÉ Travel Retail as the **engine of globalization**, aimed at elevating the brand to unprecedented heights on both local and global stages. With their unwavering commitment to “Lifelong Beauty,” KOSÉ continues to inspire and engage consumers worldwide.
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This journey into the heart of KOSÉ reveals a brand that is not just about products, but about building meaningful relationships with consumers through innovative branding, strategic expansions, and a commitment to sustainability.
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### Conclusion
With a clear vision and robust strategy, KOSÉ is set to redefine its place in the travel retail landscape. The commitment to brand engagement and expansion, coupled with an innovative product lineup, will undoubtedly further solidify their status as a leading figure in the beauty industry.
