(from Voce February 2008)
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.)
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.)
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.
Maybelline Dream Mousse Blush
(natural radiance from mousse-y sponginess)