Packaging Matters – Maybelline in Japan

by PJ on Thursday, May 1, 2008

in -Maybelline,all about Japanese cosmetics,makeup,What do you think? Beauty topics and thoughts

(Maybelline’s spring 2008 collection in Japan)
(from Voce February 2008)

If there is one country that maximizes the power of packaging of consumer products, it’s Japan.

A trip to a Japanese drugstore is a very visual experience. Brands like Lavshuca, Majolica Majorca, Kiss, and Love Clover are instantly visually appealing and attention-grabbing. They make some high-end brands look dull.

Some western drugstore lines know that their products will be displayed alongside Lavshuca‘s Eye Color Select palettes and Majolica Majorca‘s princessy golden cases and that they have to do something in order not to lose on the starting line.

One example is some of Maybelline‘s products sold in Japan and some other countries in Asia. As far as I know, products like the EyeStudio palettes (seen above) as well as the EyeStudio singles and WaterShiny Volumy lipsticks (seen below) are not sold in North America or Europe. (But, just to be clear, other Maybelline products still look more or less the same as those sold in the west.)

(image from

(image from

Obviously the style is not going down the cute and dreamy route, but the packaging does look more sleek and trendy than the globally available Maybelline lineup. (But I do personally like the Dream Mousse line, and I enjoy the chunky glass jars.)

Something worth mentioning here is that Angelfit is a base makeup range by Maybelline that is only sold in Asia. (You can check out the mini-site through the link.) I have not tried anything from the range, but, from what I have read, the powder foundation (Maybelline Angelfit Pact) has been getting very good reviews. (I believe the Angelfit range is developed in Japan as well.)

(Maybelline’s Angelfit base makeup range)
(image from

Packaging-wise, soft pink and gentle curves are used to increase the visual impact. The style of the packaging actually looks very Japanese to me.

While I would still prefer the look of Lavshuca on any day, other brands like Maybelline do show that makeup still needs a little bit of “makeup” in order to sell.

Related Posts:

Maybelline Dream Mousse Blush
(natural radiance from mousse-y sponginess)

Maybelline Dream Mousse Eyecolor
(soft, floaty, and airy)

Lavshuca Summer Gradually Compact

(one of the cutest items for summer 2008)