Japanese cosmetics brand Kate has unveiled fresh tie-ups to drive its growth across Asia.
The Kao Corporation-owned make-up brand has unveiled a limited-edition collaboration with Jujutsu Kaisen, the comic book-turned-anime series.
The range features main character Satoru Gojo and aims to highlight “the transformative potential and creative possibilities of make-up on a global scale”, Kao Corporation said in a statement.
Available from 21 June, the range includes a three-pan eyeshadow palette in brown and beige shades, as well as an eyeliner pen.
Each of the products feature two different image options of the anime character.
The launch will be supported by an activation at the brand’s global flagship store in Shibuya, Tokyo, where shoppers can take photos with Satoru Gojo images, campaign videos and other experiences.
A social media campaign will also launch with activity on Instagram, TikTok and other platforms.
The campaign will feature the slogan “Make-up is the most powerful technique to control your confidence”.
Meanwhile Kao Corporation, which also owns Molton Brown, RMK and Suqqu, will also launch a new campaign in July around Japanese make-up artistry, specifically highlighting and shading, with renowned artists, who have not yet been revealed.
Local brand ambassadors will also be appointed in key markets in Asia including Taiwan and Thailand to amplify the campaign.
Further activity in September will see a tie-up with Universal Studios Japan and the launch of a new attraction for Halloween, Witches of House 18: Bewitching Mansion of Emotion, centred on the theme “unleash the self hidden inside you”.