KATE, Japan’s No.1 Makeup Brand, Embarks on Asia Expansion with Immersive Cultural Collaborations
Kao Corporation is ramping up investment in KATE, Japan’s top-selling makeup brand, to accelerate growth across Asia. The post KATE, Japan’s No.1 Makeup Brand, Embarks on Asia Expansion with Immersive Cultural Collaborations appeared first on Global Cosmetics News.
THE WHAT? Kao Corporation is ramping up investment in KATE, Japan’s top-selling makeup brand, to accelerate growth across Asia. The brand is rolling out a series of high-profile cultural campaigns and brand experiences to elevate its presence and recognition regionally.
THE DETAILS Identified as a strategic growth engine within Kao’s “Global Sharp Top” framework, KATE will expand its hallmark “Shadow Enhancing Makeup” philosophy—a technique rooted in Japan’s cultural reverence for light and shadow—across Asian markets. The brand’s flagship store in Shibuya will be a focal point, featuring immersive in-store activations and digital integrations.
To drive cultural relevance, KATE has launched a limited-edition collection in collaboration with anime hit JUJUTSU KAISEN, with packaging inspired by the character Satoru Gojo and the campaign slogan “Makeup is the most powerful spell to control your confidence.” This will be followed by a July art campaign titled “LIGHTS ON SHADOW.”, spotlighting top Japanese visual artists, and a September activation at Universal Studios Japan, introducing a next-gen Halloween attraction themed around emotional transformation through makeup.
Brand ambassadors will be deployed in markets like Thailand and Taiwan, reinforcing regional appeal and cultural authenticity.
THE WHY? As Kao seeks to build a globally competitive cosmetics portfolio, KATE is emerging as its anchor brand for Asia. By fusing high-concept artistry, pop culture and immersive brand storytelling, Kao aims to differentiate KATE from Western competitors and position it as the leading voice in Japanese makeup culture. The brand’s bold cross-sector collaborations and on/offline campaign strategy are designed to deepen emotional resonance and consumer loyalty across fast-growing Asian markets.
Source: businesswire
The post KATE, Japan’s No.1 Makeup Brand, Embarks on Asia Expansion with Immersive Cultural Collaborations appeared first on Global Cosmetics News.
