Japan's Kao ramps up Asia makeup push as China, South Korea brands rise
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.
The health and beauty company announced a new overseas strategy for low-priced brand Kate on Wednesday that focuses on becoming a leading Tokyo-based brand in Asia and spreading a worldview that expresses individuality.
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