Curel, a well-known brand under Kao Corporation, has made its debut in the Chinese market with a new range of skincare products designed specifically for children.
Targeted Products for Different Age Groups
The new product line includes a moisturizing cream tailored for children aged 3-12, along with two additional products—a softening lotion and bath and shower bubbles—suitable for newborns and older children. Each product in the line features Curel’s signature ingredient, ceramide, which is widely recognized for its ability to strengthen the skin barrier. The moisturizing cream, priced at 119 yuan for a 55g jar, positions the product line in the mid-to-high-end market, setting it apart from many competitors.
Strategic Move to Boost Performance in China
Curel’s entry into the Chinese children’s skincare market is part of Kao’s broader strategy to revitalize its performance in China, following several years of declining profits. This move also taps into the growing trend of refined parenting in China, where there is an increasing demand for specialized products for children. Despite the highly competitive nature of the market, these trends present substantial growth opportunities for the brand.
With this expansion, Curel aims to meet the rising expectations of Chinese parents seeking high-quality skincare solutions for their children, reinforcing its presence in a key international market.
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