Enabling a beautiful life for billions
- Topics
- Climate Action
- Social Justice
- Sustainable Development Goals
- Circularity
- Sustainable Lifestyles
- Services
- Sustainability strategy
- Insights and future mapping
- Sustainability positioning, narrative and messaging
- Visual identity
- SDG goals and targets
We helped Kao bring a new perspective to sustainability leadership through a uniquely consumer-centric sustainability vision and strategy – the Kirei Lifestyle Plan
The challenge
Founded in 1887 with a mission to enrich people’s lives, the Japanese chemical and cosmetics giant Kao has delivered high-quality products and breakthrough innovations that make life beautiful for 130 years. But it was time to think bigger and use their heritage to tackle both the world’s biggest sustainability issues, as well as some of the lesser-known challenges. Kao needed a globally relevant sustainability vision, that still felt true to its roots.
The solution
We helped Kao develop a uniquely consumer-centric sustainability strategy to ensure its imagination and innovation is in service of consumers’ desires to live sustainably. We worked with Kao to develop a plan called the Kirei Lifestyle Plan to address broader themes – beyond carbon, waste and water – such as easier ageing, universal design and self-esteem. We also created the visual identity, messaging, communications and social media strategy to bring the plan to life on the global sustainability stage.
The impact
The Kirei Lifestyle Plan officially launched at Sustainable Brands Paris 2018. Since then, Kao has gone on to receive numerous awards and recognition, including being named as one of Corporate Knights 2020 Global 100 Most Sustainable Corporations in the World. The plan also inspired a new product, My Kirei, which is packaged in KAO’s breakthrough AIR bottle - which uses up to 50% less plastic than traditional bottles.
