Evangelion x KATE CM
- Format
- SPECIAL
- Episodes
- 1
- Status
- Finished
Commercial for Kanebo Cosmetics' KATE brand featuring Rei Ayanami.
Note: There are 2 versions of this CM,「綾波レイ、はじめての口紅」and 「綾波レイ、はじめての口紅、その後」, with the second being a slightly longer version.
Synopsis from AniList
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Where it came from
The Evangelion x KATE collaboration emerged in 2020 as a high-profile marketing campaign featuring Rei Ayanami, a central protagonist from the Neon Genesis Evangelion franchise. The campaign centered on the 'Red Nude Rouge' lipstick, reimagining the character through the lens of a sophisticated beauty advertisement. KATE Tokyo, a prominent cosmetics brand, utilized the aesthetic of the series to bridge the gap between traditional anime merchandise and professional makeup application, signaling a shift toward luxury-focused character branding.
The campaign was designed by the creative teams at Kanebo Cosmetics, who sought to emphasize the character’s stoic nature while promoting a bold, high-pigment product. The visual direction leaned into the iconic 'Ayanami Blue' and the stark, architectural minimalism characteristic of the anime's studio, Gainax. Upon its release, the campaign was widely praised for its high production value and its success in elevating anime-themed merchandise into the realm of mainstream fashion, effectively capturing the attention of both long-time fans and the wider beauty industry.
Written by Pi, the helpful collecto.rs AI
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About Evangelion x KATE CM
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