"Like Eyelashes From NANA" – The Ideal Eyelash Offered by KATE

The landscape surrounding mascara has dramatically changed since the Heisei era. In today's era, where false eyelashes are at their peak, the obsession with eyelashes has diversified across generations. As a result, along with this expanded choice, a new concern called "mascara confusion" has also emerged.

In this context, KATE's new product, "LASH BURST," launched in fall 2024, is precisely the answer to this dilemma. The collaboration with the popular manga "NANA" has garnered attention and has become a topic of interest upon its release.

This "captivating mascara" achieves ideal length and volume without clumping, and the secret to the beautiful lashes this new product promises lies in its unique features.

We spoke with Mai Wakai, the PR representative from KATE, about this exciting new product.

Spreading Allure Through "NANA"

The "LASH BURST" generated significant buzz at the time of its announcement on X. The collaboration video with "NANA" has also sparked discussion around the synergy with KATE's cool brand image. Wakai explained the choice of NANA to us.

There were voices in the editorial department suggesting that NANA may have been created with this image in mind, but the reality was the opposite; when considering the most effective way to convey the features of "LASH BURST," NANA's alluring eyelashes came to mind.

"When thinking about how to most effectively communicate the features of 'LASH BURST,' the idea of collaborating with 'NANA' arose.

"Typically, mascara results are often portrayed with live models, but this time, NANA's eyelashes perfectly embodied the ideal lashes we wanted to create with 'LASH BURST,' enabling us to impressively convey the characteristic of 'long and beautiful lashes without clumps' through NANA's eyelashes."

The greatest feature of "LASH BURST" lies in its ability to beautifully enhance eyelashes from all angles. Instead of specializing in a single function, it achieves multifaceted effects: "length," "volume," "curl retention," and "resistance to clumping."

Wakai stated that the ideal finish this product aims for aligns perfectly with the visual appeal of NANA's eyelashes.

"NANA's eyelashes are depicted in such an impactful manner that I believe it would convey the product features more intuitively than through verbal explanation.

"Additionally, being able to visually express the 'all-round' characteristic through NANA's visuals, along with the perfect harmony with the world of 'LASH BURST,' was the deciding factor for this collaboration."

A Mascara that Fulfills All Desires

The core of KATE's new product "LASH BURST" is the "all-around burst formula". Several innovations have been implemented to achieve beautiful fan-shaped lashes.

"We adopted a smooth and glossy liquid that creates a formula resistant to clumping. This formula was particularly a focus for us."

Many people may use a base and mascara together or layer mascara to achieve the ideal length, but this often compromises a natural finish. "LASH BURST" incorporates fibers of varying lengths beforehand, achieving the ideal lash finish in just one coat.

"With fibers of different lengths, you can achieve both length and volume just as you wish. Strong locking ingredients maintain the beautiful finish free from clumping."

Furthermore, KATE cosmetics embody the characteristic of being "technique-less." "'LASH BURST" is no exception, designed so that anyone can easily achieve impressive eyelashes like NANA's.

"KATE has always adhered to the principle of being technique-less, and this brush is no exception. We utilized wavy materials that are designed to easily integrate with the liquid. No special techniques are needed; simply applying as is will yield the ideal finish."

KATE continues to evolve its mascaras in accordance with the times. In addition to "LASH BURST," various mascara series are available under the KATE brand, and on the official Kao online store My Kao Mall, there's the "My Custom Mascara," a system that allows users to freely combine brushes and liquids to customize their ideal mascara.

Initially exclusive to My Kao Mall, this product is now also available at "KATE TOKYO Shibuya Sakura Stage" stores. Additionally, combined with the diagnostic tool "MY Mascara Maker," users can select products that suit them even better.

"Given the increasing attention towards mascara, we plan to continue introducing new products and limited-edition colors in line with trends."

The World of “NO MORE RULES” as Seen in KATE x “NANA”

KATE's collaboration with "LASH BURST" and "NANA" beautifully harmonizes the product features with the image of Nana, embodying "self-identity" and "strength," resulting in a compelling project that surpasses mere buzz.

"Collaborating with popular works not only aims for popularity but also emphasizes the importance of aligning the message and worldview we want to convey," she stated.

Finally, she spoke about what Nana represents for KATE.

"Nana's character and KATE's cool and sharp worldview crossover very well. I feel that Nana is a woman with a strong core, encompassing her self-identity and coolness.

"I hope the connection between the worldview of 'NANA' and the brand message of 'NO MORE RULES' reaches everyone."

KATE's values resonate with Nana's way of life. This collaboration may serve as a message to contemporary women, transcending mere promotion.