Kanebo to launch new hair care brand in September

Aug. 2--TOKYO -- Kanebo Home Products said Tuesday it will launch the new hair-care brand "Ichikami" on Sept. 1 and is set to spend 5 billion yen annually to advertise and promote the new shampoo and related products for women.

Ichikami is placed as the company's first big brand after the government-backed Industrial Revitalization Corporation of Japan completed its support program for the Kanebo group, company officials said.

According to the company, the product contains ingredients extracted from water that has become clouded after being used for washing rice. Such water was used by court ladies during Japan's Heian period (AD 794-1185) for hair care, the officials said.

With the launch of the new brand, Kanebo Home Products aims to expand its share in the country's shampoo and hair conditioner market, in which competition has intensified since Shiseido Co. launched its best-selling shampoo series "Tsubaki" in March.

Ichikami shampoo in a 200-milliliter bottle will be priced at around 300 yen.