Kao Corporation has launched a new initiative for its international makeup brand, Kate. This initiative establishes a “Global Sharp Top” business framework and amplifies Kate’s global presence.

Kate will broaden the reach of its signature “Shadow Enhancing Makeup” philosophy. This philosophy is inspired by Japan’s cultural appreciation for shadows and light.

The brand will also collaborate with iconic Japanese cultural content to showcase the richness of both Japanese makeup culture and the broader essence of Japanese heritage on the global stage.

Kate also announced a new collaboration this June with the popular anime Jujutsu Kaisen. 

Band Expansion

Since its launch in 1997, Kate has championed the slogan “No More Rules,” empowering individuals to express their personality and confidence through makeup.

The brand is expanding its signature makeup technique to consumers across Asia, where makeup culture shares many similarities with Japan. 

As a distinguished ambassador of Japanese makeup culture, the brand aims to transcend borders while continuing to inspire individuality and confidence in its consumers.

Jujutsu Kaisen Collaboration

Beginning June 2, Kate is excited to unveil a limited-edition collaboration with the globally acclaimed manga and anime series Jujutsu Kaisen. 

This collaboration introduces a collection of limited-edition products featuring packaging designs inspired by striking scenes that highlight the intense gaze of the character Satoru Gojo. 

To support the campaign, a photo spot featuring Satoru Gojo will be installed at the brand’s flagship store, Kate Tokyo Shibuya Sakura Stage. Additionally, a special microsite is on Kate’s official website. 

The collection features two types of Kate Designing Eyeshadow 3D and two types of Kate Super Sharp Liner EX4.0. 

The eyeshadow comes with a dual-sided brush. One side has an oblique thin brush and the other side is a rounded shape soft brush. 

The limited-edition, designed packaging is also refillable.

Under the campaign slogan “Makeup is the most powerful spell to control your confidence”, the collaboration highlights the transformative potential and creative possibilities of makeup on a global scale.

The campaign will leverage an “OMO (Online Merges with Offline)” strategy, seamlessly integrating social media platforms with in-store experiences and campaign video content.

The collection will be available from June 21.

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