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Confidence Through Craftsmanship – A KAO Film

Confidence Through Craftsmanship, a film produced for Kao by BBC Storyworks and presented by the Global Wellness Institute, is part of the new digital series In Pursuit of Wellness

What is ‘wellness’ and are we well? This series explores the pursuit of wellness and its importance in every aspect of life.

The world of wellness spans a diverse and multi-faceted movement, and despite often being thought of as costly and exclusive, in the act of being human – moving, meeting, laughing, breathing, celebrating, giving, and appreciating – we can contribute to our health and wellbeing. This series looks at a range of rituals and traditions, alongside the science underpinning its potential impact on our lives, the innovations supporting us to stay well and function at our very best, and the culture of wellness aimed at improving our homes, workplaces, and provision of care.

Produced for the Global Wellness Institute by BBC StoryWorks Commercial Productions, this is ‘In Pursuit of Wellness: The Art & Science of Living Well’.

The film “Confidence Through Craftsmanship” produced for Kao by BBC StoryWorks as part of the “In Pursuit of Wellness: The Art & Science of Living Well” series presented by the Global Wellness Institute is part of the effort by Kao to elevate the reputation of the salon industry. 

“Confidence Through Craftsmanship” features two Kao Salon Division partner salons.  Interviews with the owners, who give powerful accounts of what drives them daily, reveal how they perceive their own role, and why the profession is so fulfilling. At the same time, the film brings to light how clients perceive their visit to the hair salon as an act of self-care that not only contributes to their outer appearance, but inner wellbeing. 

“Confidence Through Craftsmanship” produced for Kao by BBC StoryWorks as part of the “In Pursuit of Wellness” series presented by the Global Wellness Institute can be viewed at

Dominic Pratt, Global President Kao Salon Division comments“Hairdressing is about more than just craftsmanship: it is about relationships and giving people an offer that makes them feel good on the outside and the inside. The pandemic has severely affected the business, at the same time it has shown how much people value the services and trusting relationships they have with their hairdressing salons. We want to show that the industry not only has economic value, but also social value and how fulfilling working in this profession is.

As a company that supplies more than 40,000 salons around the world, we have made it our mission to provide education and inspiration for the hairdressing trade in addition to high-quality products and service concepts, thus enabling a first-class customer experience. We see ourselves as a partner to our salon clients and the industry as a whole. Our goal is to create public awareness for this great and important industry.”

Peter F. Pfister, President of the international trade association Intercoiffure Mondial says: “The hairdressing profession needs to be more appreciated. One thing is clear: hairdressers are masters of their craft. At the same time, they bring a high level of passion, creativity and empathy to their clientele. When people go to the salon, they are not only paying for a good haircut, but also for “being pampered” or for a “time out from everyday life.”

Nancy Davis, Chief Creative Officer & Executive Director of the Global Wellness Institute said: “It’s a true honor to be the official presenters of this groundbreaking new series and to have worked with the brilliant minds,producers and writers at BBC StoryWorks this last year. This series is game-changing because it helps usher in a new era of wellness and how it is explored in the media: A wellness era that is more authentic, inclusive and joyful; more rigorous and science-based; and one that celebrates the pioneers in–and cultures of–wellness that are makinga real impact on real people. This series is also game-changing for the GWI, as the power of BBC’s global platform and audience will exponentially broaden our reach and community.”

Simon Shelley, Vice President of BBC Programme Partnerships – part of BBC StoryWorks, said: Looking after ourselves and each other is fundamental, and yet it can often be forgotten about or misinterpreted. We hope that defining wellness through the lens of people across the globe, who are keeping well and striving to function at their best with traditional and modern rituals, can be inspiring for viewers, at whatever stage of a wellness journey they are on.

Join the conversation on social media via the #InPursuitOfWellness hashtag.

About Kao 

Kao creates high-value-added products and services that provide care and enrichment for the life of all people and the planet. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries, and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America, and Europe. Combined with its chemical business, which contributes to a wide range of industries, Kao generates about 1,420 billion yen in annual sales. Kao employs about 33,500 people worldwide and has 135 years of history in innovation. Please visit the Kao Group website for updated information.

About Kao Salon Division

Kao Salon Division is part of the Skin Care and Hair Care Business of Kao Corporation, offering professional products and services to stylists around the globe. It is a thought and trend leader in the hair care industry as well as home to the Goldwell, KMS, Oribe and Varis brands. The mission of Kao Salon Division is to make life beautiful for salons, stylists and their clients through partnership, commitment to sustainable practices, salon business growth and a portfolio of advanced services, innovative products and inspiring education. Kao Corporation creates high-value-added products that enrich the lives of consumers around the world.