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Has Kanebo averted a PR disaster?

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Japanese cosmetics brand Kanebo has a tough road ahead trying to rebuild its brand image and win back the trust of its consumers.Consumer confidence for the product is currently at an all time low after Kanebo's whitening products left blotches on customers' faces and caused uneven skin colouring. Retail sales fell 20% since its product recalls in July, said an AFP article.However, all might not be lost. It seems the brand's management has been taking steps to address the issue. Kanebo's president Masumi Natsusaka apologised last week over a recall of products and the company admitted that it had carried on shipping its defect cosmetic products for a week after deciding to recall them.According to Channel NewsAsia, this involved nearly 6.15 million products on retail shelves in Japan and Asian countries such as Taiwan, Hong Kong, South Korea, Thailand, Singapore, Malaysia, Indonesia, Myanmar, the Philippines and Vietnam. Britain was also one of the countries Kanebo shipped its products to.In Japan alone, nearly 10,000 customers were affected.Natsusaka also promised to increase its safety controls and temporarily cut his salary to make up for the damages. He and the company's chairman have also decided to take a 50% cut in salary for six months. Other executives will also see a cut of between 10% and 40% in their pay."We will carry out drastic reforms to our safety controls, making it the first step towards Kanebo becoming trusted again by our customers," Natsusaka added, bowing in apology at a press briefing held in Tokyo.The company also offered to pay medical costs for customers left with uneven skin colouring.(Photo courtesy: http://finance.ninemsn.com.au/) 

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