Kao : Pink Ribbon Campaign Raises Awareness of Early Detection of Breast Cancer

2016/09/13

The Kao Group Pink Ribbon Campaign 2016 will run for two months from October 1 to November 30, 2016 to raise awareness of the importance of early detection of breast cancer. The Group-wide Campaign is supported by Kao Corporation, Kao Group Customer Marketing Co., Ltd., Kanebo Cosmetics Inc., Kanebo Cosmetics Sales Inc., and overseas subsidiaries. The campaign period includes October, the official international Pink Ribbon Month.

If detected in the early stages, breast cancer has a high recovery rate. However, the ratio of Japanese women receiving breast cancer examinations is lower than that of women in countries in Europe and North America, and thus the mortality rate of breast cancer continues to increase in Japan.

Since 2007, the Kao Group has held the Kao Group Pink Ribbon Campaign to communicate to more women the importance of early detection. The campaign is now going into its tenth year.

During the campaign, beauty advisory staff at retail counters in Japan for Kao's Sofina and est brands, and for Kanebo Cosmetics, wear pink ribbon badges and hand out leaflets to provide instructions on how to conduct breast self-examinations and to promote the importance of regular examinations by a medical professional.

Campaign activities are also expanding globally. In addition to Sofina beauty counter staff in China, Hong Kong, and Taiwan, and Kanebo Cosmetics counters in Thailand, Malaysia, Singapore, Indonesia, the Philippines and China, this year will mark the first time that beauty staff at Kanebo Cosmetics counters in Taiwan will join the Kao Group Pink Ribbon Campaign.

As part of its campaign activities, Kao supports the Weaving Ties with Pink Ribbons Project, a health care support program organized by the NPO Japan Society of Breast Health for women who were victims of the 2011 Great East Japan Earthquake. Kao will co-sponsor the Pink Ribbon Plaza in Sendai, a related event that will be held on September 25, 2016 in Miyagi Prefecture. Kao will hold a seminar on health and set up booths for makeup counseling at the event.

The Kao Group will continue supporting women through various activities so that they can live a beautiful and healthy daily lives.

In addition to the above, The Kao Group is also conducting the following activities, mainly in Japan, as part of the Kao Group Pink Ribbon Campaign 2016.

• Communication with consumers at retail counters for Sofina, est and Kanebo
- Water-proof self-examination instruction sheets for use in the bath or shower will be distributed to help women conduct monthly self-examinations. These sheets adhere to surfaces such as the wall near the bath or shower, making it easier to conduct breast self-examinations.
- Sachets of Kao's Bioré u Aroma Treatment body wash will be distributed for women to use during breast self-examinations
- The Kao Group donates a portion of profits from sales of Kanebo Impress IC Revitalizing Softening Oil

• Donation through the smartphone app Smiles with Pink Ribbon
- A free iPhone app, Smiles with Pink Ribbon, is available. Kao will make donations to breast cancer awareness organizations based on the frequency of use of the app.

Related Links
• Kao Group Pink Ribbon Campaign (Japanese language only)
http://www.kao.co.jp/pinkribbon/

• Pink Ribbon Plaza in Sendai (Japanese language only)
https://breastcare.jp/caravan_sendai2016.html

In-store campaign activities