Hakuhodo Singapore and Kao launch SOFINA’s first entrance into South-East Asia

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Sofina logo.jpgHakuhodo Singapore has partnered with Kao to launch SOFINA in Singapore, making it the first country in South-East Asia to carry the SOFINA brand.

As the first brand in Japan with skin analysis machines, the launch sees SOFINA introduce these machines exclusively at its flagship space at ISETAN Scotts. The skincare analysis machines offer fine-tuned, individualised beauty and skincare advice based on in-depth analysis of one’s skin health.

With a revolutionary range of beauty and skincare products including SOFINA iP, SOFINA beaut√© and SOFINA Primavista, SOFINA prides itself in infusing its proprietary “Holistic Beauty Science” with innovation. Through DODAI Essence – the key product in SOFINA – skin metabolism rate increases to allow for easy absorption and better skin hydration; enhancing one’s ability to generate beautiful skin from within.

On partnering Hakuhodo Singapore for its inaugural launch into this region, Atsushi Yoneyama, President of Kao Singapore said, “The choice to engage Hakuhodo was based on their expertise in launching new products as well as their intimate knowledge of the market and what works in this region.”

Yoshihiro Fukumoto, Managing Director of Hakuhodo Singapore said, “Leveraging on our Sei-Katsu-Sha philosophy, we were able to better understand our target audience, and reach out to them not as another economic entity, but as people with aspirations. Then it’s a matter of optimising relevant and effective platforms to engage them.”

Through its presence in Singapore, SOFINA aims to use it as a launchpad to further raise its profile in Asia and strengthen its brand presence in the ASEAN region.