TOKYO -- Japan's Kao is making a renewed marketing push for cosmetics brand Kate across Asia, quintupling promotional expenses there and underlining its Japanese identity on social media to try to fend off rapidly rising Chinese and South Korean competitors.
Consumer
Japan's Kao ramps up Asia makeup push as China, South Korea brands rise
Low-priced Kate brand to launch promotional blitz with fivefold budget boost
Kate will debut a product with packaging featuring a character from popular anime series "Jujutsu Kaisen." (Photo obtained by Nikkei)
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