22 Jul 2024 --- Kao Corporation opens a flagship store for “Japan’s top-selling brand” Kate this week in Tokyo, Japan, to showcase the product’s entire makeup line and provide immersive multi-sensory experiences blending AI-powered virtual technology with hands-on makeup encounters and personalized tutorials. The company says the store represents the brand’s “no more rules” ethos and is markedly different from kawaii, Japan’s concept of cuteness and childlike innocence. It sees Kate as “stylish and edgy [going] beyond mere aesthetics with the flagship store challenging established beauty expectations.”
