With Japanese cosmetics, apart from the new lines springing up every now and then, an existing line sometimes revamps the packaging to keep things fresh.
Before being replaced by Aube Couture, Aube went through a few packaging revamps. About every two years, we would get a whole new Aube look. As the brand attempted to look and be more and more youthful and approachable, I have to stay I generally liked the packaging less and less. There was something about some of the older cases that really appealed to me.
I think I purchased Rouge Dressious in RS376 in 2001. At the time, the next Aube look had been introduced. It still featured dark-blue cases (with a gloss finish), but I think some of them (especially the lipstick cases) looked almost too streamline and simple. The old products, such as Rouge Dressious, were on their way out for good, and I thought I’d at least get one item and have it join my permanent collection.
I don’t think this is how Aube looked when it was first launched, but it was how it looked when I first got interested in Japanese cosmetics and this is still by far my favorite Aube look. As “Aube” means “dawn” or “leaf” in French, I think the motif at the waist of the lipstick case was probably meant to be a leaf (even though it also looked like a tulip).
I absolutely love the gold details against the frosted dark-blue case. The case looks so classy and elegant and it also has a somewhat assertive air about it.
Now, Aube Couture is all about easy-to-use wearable makeup to create everyday looks, and the soft and amiable packaging was designed to help convey the brand message. But I think I will still miss the Aube that was glamorous, regal and sensual all at the same time.