Japanese beauty giant Kao is making a major play for the at-home hair color market across Asia this month, rolling out its newly developed H-Linx Tech technology across its Liese hair color series in seven markets: Hong Kong, Thailand, Taiwan, Malaysia, China, Japan, and Singapore.
The technology addresses a phenomenon Kao’s Hair Beauty Research division says it has confirmed “for the first time” — that structural protein damage inside hair continues to progress for up to seven days after coloring, a finding with particular relevance for melanin-rich black hair common throughout Asia.
H-Linx Tech, incorporated into Liese’s shampoos, conditioners, and post-color treatments, is designed to repair that progressive damage while preventing split ends, breakage, and frizz, and preserving color vibrancy.
The launch is central to Kao’s stated ambition to make Liese the No. 1 fashion hair color brand in Asia, building on the company’s over 100 years of hair care research and its “Hair: The Power of Life” vision.