Kose has released Beaute de Kose, a new brand for department stores. In the department store channel, the company is promoting development of both its Kose-brand business and non-Kose business, such as the Awake brand. The non-Kose side in particular has offered counseling-type marketing and focuses on acquiring customers the Kose brand could not reach.
As a result, Awake has gained popularity in the United States and has counters in 26 elite department stores such as Henri Bendel and Neiman Marcus. It also has counters at 17 stores in Japan. On the other hand, the Kose-brand business has needed brand rebuilding in light of the influx of foreign brands and development of new ??/td>
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