Japanese beauty conglomerate Kao has unveiled the debut flagship store for make-up brand Kate.
The Tokyo-based outlet will open in the Sakura Stage shopping centre on 25 July.
Key features in the 126sqm space include make-up fixtures with AI-powered advisors and eyeshadow tester stations, with 108 shades.
The store’s design opposes Japan’s ‘kawaii’ aesthetic, focused on cuteness, and instead opted for an edgier and grittier style.
This is underpinned by interior graffiti artwork by Japanese street artist Kazzrock, which reflects the Kao Corporation-owned brand’s “urban mood”.
“The flagship store will challenge established beauty expectations,” said Arihiro Iwata, Kate’s brand manager.
“Customers will use virtual tools merged with digital experiences that reveal new aspects of their inner selves.”
The store will stock Kate’s full range of lip, eye and face cosmetics, as well as a dedicated stand for the brand’s hero Lip Monster lipstick.
Iwata added that the store’s location in Shibuya also puts it in closer proximity to younger beauty shoppers and tourists visiting the commercial district.
Multilingual make-up artists referred to ‘Kate Creators’ will be available in the flagship to provide consultations and tutorials.
“As the heart of youth culture and fashion in Japan, the neighbourhood thrives with creative energy and self-expression,” Iwata continued.
“Overseas visitors to Tokyo flock to Shibuya to experience the renowned Scramble Crossing and see the nearby statue of Hachiko the loyal dog.”
Kate was founded in 1997 and acquired by Kao Corporation in 2006. It is primarily sold in the APAC market.
