KATE's Unique Digital Communication that Overturns the Common Sense of Wearing Makeup

Since the brand's establishment in 1997, KATE has been expanding mainly in drugstores and opened its first global flagship store, "KATE TOKYO Shibuya Sakura Stage," this summer in Shibuya Sakura Stage.

KATE has provided various digital content, aiming for "fusion of digital and real" at this flagship store. We spoke with Mai Wakai, who is in charge of PR for KATE at Kao Corporation.

KATE's Communication Capturing the Spirit of the Times

First, please tell us about the background of KATE's establishment.

About 27 years ago, when the brand was born, makeup trends were just beginning to change. Unlike the previous style of simply imitating actresses from trendy dramas, more people were enjoying self-arrangement with styles like gyaru and Ura-Hara.

As tastes changed over time, KATE started with the idea to launch a brand that delivers makeup suggestions and products that allow for freer self-expression without being bound by rules.

Therefore, from its inception to the present, KATE has consistently upheld the brand slogan "NO MORE RULES." This has also become the concept of the flagship store, embodying the idea of expressing oneself more freely without being bound by preconceived notions, which has become KATE's unwavering spirit.