I have mentioned innovation in Japanese cosmetics last week in another post. Today I am talking about another product exemplifying this.
SUQQU’s Clear Veil Powder, launch in fall 2006, has created a sensation. “Magical”, “unbelievable”, “shocking”, and “an unprecedented masterpiece” are some of the expressions that Japanese beauty experts used to describe this finishing pressed powder (Frau magazine, November 2006).
What is unprecedented about this pressed powder is that each powder particle is see-through. Yes, we’ve all used loose powder that is translucent and doe not add color, but this one is almost totally “transparent”.
You can see that there seems to be the word “SUQQU” on the powder. But the word is in fact indented at the bottom of the tin case holding the pressed powder. It is for the sole purpose of showcasing this ingenious innovation.
It is able to mattify and smooth the skin without making it chalky. The powder particles are transparent so the face simply won’t look chalky.
Primers are a huge business in Japanese cosmetics, and there have been many innovative products. I would imagine SUQQU’s Clear Veil Powder is a silicone-based mattifying liquid primer — in pressed powder form and used as a finishing powder. If this is the case, I’d call it a post-primer. (I know it is sort of an oxymoron, but I am sure you get the idea.) Since it is applied after the foundation (unlike a primer of course), it has the potential of giving (and keeping) a really even, smooth, and matte appearance.
I haven’t actually tried it, but the people at the SUQQU counter in Selfridges in London told me a couple of months ago that it might appear in the UK in the coming fall. I am very excited about this! If I do get to try it, I will follow this up with another report.
Updated on April 24th 2009:
Please check out the review of Clear Veil Powder here.