Japan’s Kao Corporation is launching a new special edition face wash and limited edition pack design from the Kanebo Cosmetics brand to mark Lunar New Year 2023.

Kanebo Comfort Stretchy Wash Limited Edition 2023, due to introduce on 1 January in travel retail and cross-border channels plus in Japan and other countries, will celebrate the Chinese New Year of the Rabbit by paying homage to the brand’s ‘I hope’ motto, which signals new dreams and aspirations for the New Year.

The new sku (130g), priced at JPY5,000/US$34, boasts a packaging design featuring golden rabbit motifs set against the traditional Lunar New Year red background.

Designer Gwenael Nicolas is credited as the creative force behind the product.

It is described as ‘a unique, stringy-textured facial wash that effortlessly strips the skin of impurities, leaving it gently moisturised’.

An associated campaign to be held during Lunar New Year – a time when people find the most ‘hope’ – will invite users to partake in various social media events.

The brand will also be approaching the Chinese market by focusing attention on relevant sales channels.

Kanebo is one of Kao Corporation’s 11 global brands within its beauty portfolio and has been selling to customers in China through cross-border e-commerce channels since 2017.

It debuted on China’s short-form video platform Douyin in June this year.

A Kanebo brand store recently opened on Douyin’s e-commerce global platform featuring live commerce events to strengthen appeal among Chinese Gen Z audiences.