Kanebo Cosmetics has launched a new strategy for its Kate brand designed to accelerate further global growth.

Key to the strategy is the launch of the Tokyo Red campaign in China, which stars actor Eddie Peng, and is designed to promote its Kate Color High Vision Rouge range of lipsticks.

“The men of China have a tradition of presenting lipsticks to their sweethearts as gifts symbolizing beauty and romance,” explained Wenji Lee, Marketing Manager for Kate in China. “By signing up Eddie Peng, Kate has chosen a brand ambassador with a mature, sophisticated persona that appeals to dynamic, independent minded women.”

The campaign was launched online in December, supported by posters and billboards around flagship stores. PV is said to have reached 450 million.