Kao Ramps Up Global Push for KATE Brand With New Campaigns and Asia-Focused Expansion

MT Newswires Live06-05

Kao (TYO:4452) said Wednesday it has identified its international makeup brand KATE as a key driver of global growth and is scaling investment to boost the brand's visibility across Asia.

The initiative supports Kao's goal of building a "Global Sharp Top" cosmetics portfolio and includes immersive experiences, cultural collaborations, and brand campaigns.

KATE will extend its "Shadow Enhancing Makeup" technique globally, leveraging its status as Japan's No.1 makeup brand. Starting June 21, KATE will launch a limited-edition line in collaboration with anime series JUJUTSU KAISEN, featuring character-inspired packaging and an in-store photo spot at its flagship KATE TOKYO Shibuya Sakura Stage.

In July, KATE plans a campaign with Japanese artists across Asia to showcase the interplay of highlights and shadows in makeup, supported by local ambassadors in Taiwan and Thailand.

In September, the brand will debut a co-developed walkthrough attraction at Universal Studios Japan's Halloween Horror Nights, marking the theme park's first official partner-led experience.

Kao said KATE's expansion is central to its strategy of promoting Japanese makeup culture and becoming Asia's leading makeup brand.

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