Kao USA Visual Identity System

With brands like Biore, Curel, Jergens, Ban, Goldwell, and KMS California under its umbrella, Kao Worldwide are the stewards of some of the most recognizable consumer and professional beauty brands.


Expanding into new salons was a major business objective for Kao. To support this, they needed a unified visual identity system and collateral pieces that expressed the essence of the Kao Experience.


Our discovery process revealed that while Goldwell and KMS would be presented together, each had their own unique culture and brand values. The new visual identity system could not overpower these individual brand personalities but should overlay them.


BCG developed a visual and messaging platform that spoke to the Kao USA professional values while ensuring each individual brand essence was represented. The platform was executed across a Kao Look Book, Product Guide, and product catalog iPad app.

Services Provided

  • Brand Platform
  • Brand Positioning
  • Brand Identity System
  • Brand Messaging
  • Brand Strategy
  • Brand Guidelines
  • Competitive Analysis
  • Collateral System
  • Mechanical Production
  • Insight Development
  • Market Research
  • Website Design & Development
  • User Experience Design

Salon Partnership Brochure

Product Overview Guide

iPad Experience

Brand Guide

Print Collateral