Kanebo Cosmetics shifts Milano Collection fragrance strategy

Kanebo Cosmetics is restructuring the promotional and release strategy for its Milano Collection brand. To align with rising summer fragrance demand, the brand will shift the release of its Eau de Parfum to June. This change marks the first time the fragrance line will undergo its own dedicated promotion, separate from the brand's traditional November base makeup launches.

The 2027 Eau de Parfum, themed ‘Joyful Floral Bouquet,’ will feature notes of peach, almond, rose, mimosa, and iris. The product aims to balance high-end quality with everyday accessibility, addressing consumer feedback regarding the limitations of both luxury department store perfumes and budget drugstore options.

As part of a new cyclical sales model, the brand will accept fragrance reservations during the November base makeup launch, and promote the next year's base makeup during the summer fragrance release. This approach is designed to deepen customer engagement throughout the year. The Milano Collection is currently distributed across approximately 18,000 locations, including drugstores, department stores, and e-commerce platforms.