In Japan the Kao brand name has long been a symbol of scientific innovation in cleanliness, beauty, health and chemical development. The company developed a formula capable of restoring hair from the inside out, returning it to its original, lustrous condition, and applied it to a new product developed specifically for Asian women. Interbrand Japan was selected to create the new brand name, which needed to appeal not just to Japanese women, but Asian women everywhere.
The challenge faced by Interbrand’s naming team in Tokyo was to create a name that could simply and effectively communicate the results of the technology behind it, while appealing to the “new Asian spirit” of women in Asia, defined by such ideals as sophistication, confidence, self-awareness, beauty and inner strength. It also needed to remain true to Kao's reputation as a symbol of scientific innovation in cleanliness, beauty and health.
The brand name chosen was Asience, a pleasant-sounding and memorable combination of the words ’Asia,’ ’Science,’ ’Essence,’ and ‘Presence’. Since its release in October 2003, Asience has been a bestselling hair care product in Japan, and is becoming increasingly popular in Singapore, China and Thailand.