In Asia, the 122-year-old company is dominant, operating in 27 countries and owning brands such as popular laundry detergent range Attack and well-known Japanese cosmetic brand Kanebo.
In its early years Kao patterned itself corporately after Procter & Gamble, even going so far as adopting a version of the "man in the moon" logo that P&G had until recently.
Kao Corporation has also seen success in North America after acquiring the Andrew Jergens Company in 1988 and, with it, leading skincare brand Jergens. In 2004, the Cincinnati-based firm was renamed Kao Brands and Jergens became its flagship product.
In the UK, Kao is best known for its John Frieda range, which it acquired in 2002. This year marks the brand's 21st anniversary and Kao Brands Europe has unveiled a £4m campaign to celebrate.
The ads, created by New York agency Kirshenbaum Bond & Partners, will focus on ‘contemporary style' and are designed to present a more user-friendly product image. The campaign, which will feature Frizz-Ease and Sheer Blonde ranges, will comprise television and press advertising as well as in-store activity.
Kelly Marcham, Kao Brand Europe's senior product manager, hair care, said the company has doubled its John Frieda media spend since 2008 in an attempt to reassert its credentials as a premium brand.
To emphasize the brand's prestige, Kao called in music video director Jonas Akerlund, who has worked with the likes of Madonna and Christina Aguilera, to direct a TV ad shoot. The ad will be accompanied by print activity as well as a PR campaign and in-store promotion.
"During a recession, customers lengthen the time between their salon appointments and instead turn to home styling," Marcham added. Kao Brands, and its UK marketing manager Vicki Franks, believe the economic downturn will actually generate business and both the company and its marketer are determined to take full advantage of any brand strengthening opportunity.
Perhaps this is why earlier this month Kao Brands announced it is launching its Jergens Naturals brand in the UK. Agency Kirshenbaum Bond & Partners has created a range of TV, print and online campaigns, which will see the brand positioned as a mass market alternative to more expensive products available to women aged between 18 and 49.
The products, which have the strapline ‘95% natural for 100% performance, no compromise,' will roll out in Superdrug, Morrison's, Sainsbury, Asda, Tesco and Boots in the coming weeks, with the campaign to follow in summer.
It is uncertain whether Kao Brands will launch anymore of its international brands in the UK. But it is clear that it remains determined to make its name in the UK.