“Created in 1999 in Japan, Curél was designed for dry and sensitive skin. It is recommended by 89% of dermatologists in Japan,” says Delphine de Veyrac, Skincare Product Manager at Kao in France.
Renowned for its advanced dermatological solutions, the Japanese brand is entering the French and German markets this January.
Pharmacies and drugstores
Already sold at Boots and Superdrug in the UK for two years, Curél is logically targeting the pharmacy network in France and Germany.
In France, the aim is to reach 400 doors in the first year, particularly within the Elsie Santé and Pharmabest networks, then 1,500 pharmacies in the medium term.
Biomimetic ceramides
The core of Curél’s offering is based on its patented technology of “biomimetic ceramides”, which replicate natural ceramides to restore and strengthen the skin barrier. The brand has built its global reputation by focusing on ceramides, essential components of the skin for maintaining hydration and protection against external aggressions. Curél and Kao have published nearly 90 scientific articles on the subject.
This science-centric approach, with clinically proven results, has helped the brand gain a loyal following in Asia and the United States.
Receptive European markets
The launch seems perfectly timed. With the number of people reporting sensitive skin on the rise, European markets are seeing increased demand for sensitive skin-friendly products from trusted brands.
Looking for expert and professional advices, European consumers are shifting to the pharmaceutical channel which has experienced constant growth dynamics for several years.
Double cleansing
Curél offers fragrance-free, alcohol-free, dermatologically tested formulations with a unique double cleansing and double moisturizing routine designed to preserve and replenish ceramides.
“To address the specific needs of French and German consumers, we are first launching the Intense Hydration range, with highly sensory textures,” explains Delphine de Veyrac.
The four-step routine is based on a range of products that can of course be used separately.
The brand has planned an activation through samples and POS furniture, as well as through poster campaigns in pharmacies. The products, sold between EUR 19 and EUR 25, are all manufactured in Japan. However Kao, which has a factory in Europe, does not rule out local manufacturing in the long term.
