January 6, 2012
Kao Company which deals with business involving cosmetics, beauty soaps, etc. will air a TV commercial (CM) with caption from the middle of January, 2012.
This company's CM will be shown in the variety shows of the TBS TV station first, and be expanded to more target products and other TV stations to air their CM one by one.
The company has judged that it would needed to devise how to appeal its merchandise in an advertisement to not only persons with hearing loss but also the aged.
Kao is the first to develop fully captioned CM in Japan. It produces its own CM and has already prepared 150 captioned CMs for popular products.
Kao official site (English):