The Japanese beauty giant wants to expand the reach of Kate, Japan’s No.1 makeup brand [1], across Asian markets. The group plans to harness Japan’s pop culture and Asia’s shared emphasis on eye makeup to position the brand as a regional leader.
On June 2, the brand unveiled a limited-edition collaboration with the comic-turned anime series Jujutsu Kaisen. The collaboration consists in a collection of products featuring packaging designs inspired by striking scenes that highlight the intense gaze of the anime’s iconic character Satoru Gojo. The collection will be available from June 21.
To support the launch, a dedicated photo spot featuring Satoru Gojo will be installed at the brand’s flagship store, Kate Tokyo Shibuya Sakura Stage, and a dedicated microsite has been put online (www.nomorerules.net/special/jujutsukaisen-gojo/). Online campaigns on X, Instagram, and TikTok are also scheduled.
In July, Kate will launch a pan-Asian campaign with renowned Japanese artists, themed “Shadow Enhancing Makeup Transcends Dimensions,” showcasing how highlights and shadows create striking, multidimensional beauty. Local brand ambassadors will be appointed in key Asian markets such as Taiwan and Thailand to amplify the cultural narrative and reach of Japanese makeup artistry.
On September 5, Kate will unveil a collaboration with Universal Studios Japan: a new attraction dubbed “Witches of House 18: Bewitching Mansion of Emotion” that will be part of the park’s Halloween Horror Nights event.
Kao said its goal is to grow Kate as Asia’s No.1 makeup brand.
