2024.09.14
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.
PROFILE
Mai Wakai
Kao Corporation Cosmetics Division Master Stage Business Group KATE PR
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.
KATE has maintained the No. 1 sales ranking in the self-makeup market for 17 consecutive years. What is the reason behind its long-lasting appeal to consumers?
As the values of beauty change with the times, KATE has not changed its core concept but has adapted its messaging and communication methods to cater to customer needs.We take pride in capturing the trends and feelings of the times accurately, consistently delivering products and communication that excite our customers with "NO MORE RULES."
I believe the latest communication method is through the flagship store. Why did you decide to establish this flagship store?
One reason is that we have labeled it a "global flagship store," and we wanted to create an opportunity for people not only in Japan but also overseas, especially in Asia, to get to know KATE.Another reason is that while KATE has been providing various digital content, we felt that by merging the real and digital worlds, we could meet the new needs our customers were expressing. There are customers who want to gain deeper understanding through digital means, and there are also those who wish for real customer service while wanting to touch the products, particularly as the pandemic has somewhat stabilized.
So, by incorporating digital elements into the store, we hope to foster a sense of excitement unique to physical locations, create expectations for fun experiences, and inspire a greater enjoyment of makeup.
Flagship Store Offering Various Digital Experiences
What kind of digital experiences can be found at the flagship store?
Firstly, we focused on the visual presentation with the tower at the entrance.The right monitor represents "liberation from preconceived notions" by decomposing the colors of customers' clothing into particles. Meanwhile, the front monitor features red particles, KATE's signature color, that rise dramatically. The interaction of these two particles symbolizes "meeting a new self."
Additionally, there's the "KATE iCON BOX," where personalized four-color eye shadows are dispensed like a vending machine, and a digital content called "KATE ZONE" that allows customers to enjoy KATE products in a virtual space by scanning a smartphone over a magic circle.
In KATE ZONE, customers can discover products that suit them, how to use them, and makeup tips based on AI-driven face impression analysis, and can also get suggestions for items to achieve their desired look.
Moreover, there are experiences such as "KATE MetaClone®" where users can create their own avatars just by taking a photo, and "MY Mascara Maker" that allows customization of brushes, mascara liquid, and color combinations to match desired eye or facial impressions.
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