The Face of Kao
To build an employer brand expression that is progressive, engaging and appealing to westerners and still respectful of its Japanese heritage (est 1887) we formulated a set of creative co-ordinates that would guide all our communications – simple, elegant, warm and inventive.
The resulting employer brand proposition The Face of Kao aims to authentically showcase employees across the business expressing their passion and enthusiasm for Kao culture and their meaningful work. And despite its distance from the mothership in Japan, the business clearly espouses the deeply held values of integrity, respect and diligence. Impressively, all 60+ employees at all levels of the business we interviewed, filmed and photographed (over a number of shoots in 3 countries) demonstrated enthusiasm and understanding of Kao’s unique Japanese culture based on; sustainability Kirei, constant innovation Yoki-Monosukuri, and intense consumer focus Genba.