Global cosmetics brand KATE has launched 'KABUKE: Break Convention,' a new international campaign drawing on elements of Kabuki, the traditional Japanese performing art. The campaign debuted on July 8, 2026, pairing KATE's shadow enhancing makeup with the Kabuki spirit to communicate individuality and self-expression worldwide. It features Kabuki actor and Kiyomoto-style singer Ukon Onoe, who notes that KATE's 'NO MORE RULES.' philosophy aligns with the spirit of Kabuki. Campaign assets include key visuals, a concept movie, and a dedicated website, with products like KATE Smooth Fit Pressed Powder and KATE Real Shading Stick set for release on July 25, 2026, in Japan and select Asian markets including Taiwan, Hong Kong, Thailand, Malaysia, and the Philippines.
Kao CorporationKATE launches a global campaign and new products, likely boosting sales.