Medical aesthetic products. Kao to train 5,500 beauty sales staff to serve customers both in-store and online by 2025

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THE WHAT? Japanese beauty giant Kao will train 5,500 beauty sales staff to serve customers both in-store and online by 2025, according to a report by the Japan News.

THE DETAILS Staff will be trained on newly introduced devices at around 1,250 store counters, which the employees will use to create and post videos containing beauty information.

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According to Kao, “’Evangelists’ will transcend the divide between online and offline, and embody our brand.”

THE WHY? The move follows the ongoing shift in Japan as consumer demand for physical beauty consultations dwindles post-pandemic, with many shoppers now looking online to beauty influencers for advice and guidance.

Kao follows the likes of Shiseido and Kose Corp, which are both transforming how their beauty staff work, with a focus on online customer service and building long-term relationships with customers. 

Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.

Examples of medical aesthetic products include:

• Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.

• Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.

• Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.

• Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.

• Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.

• Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.

• Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.