In what may come as a real surprise to “Neon Genesis Evangelion” fans, popular anime character Rei Ayanami is promoting a new lipstick product called KATE Red Nude Rouge (EV).

The iconic Rei Ayanami is sporting a red nude rouge-painted look especially designed for this collaboration product. Kanebo Cosmetics Co., Ltd. is releasing a limited number of KATE Red Nude Rouge (EV), a collaboration product between KATE and the “Evangelion” series, on Feb. 2, 2021. The company will start accepting online reservations in limited quantities starting Nov. 4.

KATE and ‘Evangelion’ collaboration

“Evangelion” is a Japanese mecha anime TV series that was originally broadcast from Oct. 4, 1995 to Mar. 27, 1996. This critically-acclaimed but controversial series had a significant impact not only on anime, but also Japanese pop culture as a whole. “Evangelion” is celebrating its 25th anniversary this whole month of October. Fans are also eagerly awaiting the fourth and final film in the “Rebuild of Evangelion” series, “Evangelion: 3.0+1.0 Thrice Upon a Time“, which has been delayed.

Meanwhile, KATE has been advocating innovative makeup that is not bound by preconceived notions. They are also encouraging the idea of ​​”deciding your own color by yourself” with their slogan “No More Rules”.

This idea is embodied in the choice of Rei Ayanami as brand ambassador. Moreover, the ad copy for the collaboration product echoes the mystical and philosophical themes tackled in the series.

Is that red a testimony of your will as a human being?
The figure that I have never seen is a figure that expresses my feelings.
You decide your own color.
Not for someone, but for myself.
Red as you want.

KATE Red Nude Rouge (EV) is a two-color palette of cream rouge that allows you to create the red you want by layering beige on a bright red base. It is a new formula developed by applying the conventional lip balm formula for Kanebo Cosmetics.

What do you think of this collaboration, Rei Ayanami and “Evangelion” fans?