There's no manual for how to launch a beauty brand during a pandemic, but leading with charity and compassion feels like a good place to start.
MyKirei by Kao, a new line of hair and body products from the parent-company of brands like John Frieda, Jergens, and Bioré is doing just that. Ahead of its planned launch with Amazon next week, the brand has taken to Instagram to give away full-size bottles of its Nourishing Hand Wash together with reusable fabric face masks.
The hand wash was already set to debut alongside shampoo and conditioner, the formulas of which all feature Japanese ingredients like yuzu fruit and rice water. The masks, however, were created in response to recommendations by the Center of Disease Control and Prevention (CDC) and make use of repurposed furoshiki fabric wraps.
A nod to the brand's Japanese heritage and commitment to sustainability (its formulas are housed in air-filled pouches that use 50 percent less plastic than average bottles), the traditional fabric wraps were originally intended to act as alternative packaging for promotional and press mailings.
Instead, "we found a tailor who is able to take each furoshiki wrap and sew multiple masks," says Marissa Vallillo, director of marketing for MyKirei by Kao. "[The brand] is built on the credence that caring for yourself, society, and the world makes life more beautiful, so doing what we are doing with the masks is a true embodiment of who we are."
Though the brand plans to continue its giveaway as long as quantities allow, the full line — hand wash included — will be available for purchase through Amazon beginning on Earth Day (April 22). And you can always check out our guide to making your own no-sew, sustainable face mask.
MyKirei by Kao Nourishing Hand Wash, Nourishing Conditioner, and Nourishing Shampoo will retail for $18 each on amazon.com beginning April 22.
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