Principles

Consumer Driven
We always place the consumer as our first priority, conducting day-to-day work from the viewpoint of the consumer.
---The Consumer is Our First Priority---
We strive to be as close as possible to the consumer to grasp actual needs and develop products and brands with greater value.
---Be Close to the Consumer---
We actively communicate with the consumer and utilize the feedback in daily business activities.
---Communicate with the Consumer---
Genba-ism
"Genba" literally means "actual spot". At Kao, "Genba-ism" defines the importance of observing things "on-site", in the actual location and environment, both internally and externally, in order to maximize our understanding of the business and optimize our performance.
We always strive to visit sites, and sense, experience and understand consumer behavior in purchasing and using products.
---Understand the Consumer Genba---
We share experiences and understanding among operational Genba to enhance organizational capabilities and to promote unification within the group.
---Unification through Knowing Genba---
We constantly seek fresh ideas and inspiration from Genba, as they can be catalysts for innovation in our products, brands and business processes.
---Inspiration from Genba---
Respect & Teamwork

We respect diversity in culture, nationality, creeds, races, gender and personalities
---Respect Diversity---
We challenge to maximize our individual capabilities and pursue high-performance targets, always approaching daily tasks with enthusiasm.
---Maximize Individual Capabilities & Performance---
We attain higher goals by working as a team, encouraging the active exchange of ideas and opinions, and sharing information.
---Enhance Active Communication---
We build firm cooperative relationships with our business partners through mutual understanding and respect for the benefit of all parties.
---Cooperate with Business Partners---
Global Perspective
We strive to deeply understand the different cultures and customs of each market and offer products and brands appropriately suited to the needs of local consumers.
---Understand Local Needs---
We develop suitable business operations involving marketing and sales activities in each market.
---Develop Suitable Local Business Operations---
We are always open to innovative ideas and technologies from any source, internal or external, and strive with sincerity to learn anything that is superior from a global perspective.
---Be Open to New Ideas---
We pursue the global efficiency and benefits of the Kao Group while respecting local initiatives.
---Global Optimization---