Hitting the high-quality road to the market

Women in China are getting more prosperous and have developed a taste for expensive cosmetics tailored for Asian females, so Japanese cosmetics companies are re-branding their products and cutting prices for the market.

But one company, KOS, has decided to follow a different, higher, road.

And its president, Kazutoshi Kobayashi, is clear about why its products are very popular: "Our brands are associated with the highest quality in Japan and around the world. Our premium product lines are so popular in China that we have to work hard to keep up with the strong demand."