Upholding the theme of “I HOPE.”, KANEBO, the global prestige brand of Kanebo Cosmetics has been rebranded since 2020. As a first step, 44 products in 7 categories, mainly including lip colors will be launched on 7th February 2020.

Reborn KANEBO has striking products lineup, extensively targeting various customers regardless of their ages and genders. Tailored for the brand-new concept, product packages have also been redesigned, which is CURIOSITY’s work, as the second one following the first generation of the brand in 2016.

Stylish black bodies intentionally have asymmetrical or skew lines on their surfaces, which portray diversification of personalities in modern society. The bright white color shown in thin slits between those lopsided lines expresses “hope”, their strong desire to change their future for the better. The package design vividly communicates updated value concept for a new decade, with already televised advertisement in Japan ahead.

Tailored for updated concept, CURIOSITY also designed the store space of KANEBO. The space comes in black, and LED vision monitors are introduced in several parts, showing promotion footage at its best timing, which will provide customers with unique space.