Coffret d'Or was a Japanese makeup brand launched by Kanebo Cosmetics in 2007. It was positioned as a direct competitor to Shiseido's Maquillage line, targeting young office ladies (OLs) with a full range of makeup products including foundation, eyeshadow, blush, lip products, and mascara. The brand integrated Kanebo's makeup and base makeup lines under one name, offering a complete beauty routine for the working woman.
For nearly two decades, Coffret d'Or maintained a presence in Japanese drugstores and department stores, building a loyal customer base among young professionals. However, the brand's sales gradually declined as the Japanese cosmetics market became more crowded and consumer preferences shifted toward minimalist, multi-functional products and premium Korean beauty brands.
In 2024, parent company Kao Corporation announced that Coffret d'Or would be discontinued as part of a broader portfolio streamlining. Kao had been cutting underperforming brands across its cosmetics division, with 28 brands scheduled for discontinuation or divestiture. Coffret d'Or's production phased out from June 2024, and sales ended by December 2024, ending the brand's 17-year run.
Kao discontinued it in 2024 after 17 years, cutting 28 brands to focus on core products, since the brand lacked a distinctive edge.
Coffret d'Or was created specifically to compete with Shiseido's Maquillage — it had no independent reason to exist once that competitive dynamic changed
Kao Corporation was streamlining its cosmetics portfolio, cutting 28 brands to focus on core products with stronger market positions
The brand's sales declined as Japanese consumer preferences shifted toward minimalist Korean beauty brands and multi-functional products
A mid-market makeup brand with no distinctive technology or ingredient story could not justify the shelf space and marketing investment required
A brand launched to compete with a rival's hit product has no reason to exist once the competitive dynamics change — and a conglomerate will cut it without sentiment.
Coffret d'Or was discontinued in December 2024 after 17 years on the market. Parent company Kao Corporation continued its broader portfolio restructuring, cutting 28 brands overall. The brand's customers were directed to Kanebo's remaining makeup lines, including the Kate and Lunasol brands.
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