Japanese Cosmetics Focus: Ettusais

by PJ on Friday, January 8, 2010

in -Ettusais,all about Japanese cosmetics,makeup,makeup - base makeup,skincare

(image from www.ettusais.co.jp)

It has been a while since I last added an article to the “Japanese Brand Profile” series, and today I am going to talk about Ettusais.

Ettusais was launched in 1991 and I believe it is still owned by Shiseido. The name of the brand comes from “Et tu sais?” (“And you know?”) in French. The brand includes skincare, bodycare, base makeup, and point makeup products. The Ettusais Homme sector features an extensive range of male grooming products.

One area that Ettusais focuses on is the skincare regime for those with acne-prone skin. Quite a few years ago, I purchased a trial set of basic skincare products for acne-prone skin. The set included a gel makeup remover, a face soap, a toner, and a moisturizer, and I later on purchased full-sized products of the makeup remover and the face soap.

(I don’t think I would be able to use the face soap now, since my skin is less acne-prone than how it used to be and I live in a generally cooler and drier climate. Most face soaps would be far too drying for me now.)

Ettusais’ current makeup remover designed for acne-prone skin is Medicated Acne Gentle Make Off, which is a cleansing oil. I have been using RMK’s Cleansing Oil for many years, and I am quite interested in seeing how well this one works.

(Medicated Acne Gentle Make Off)

Many of Ettusais’ base makeup products are also designed for those with acne-prone skin. Some of the products are claimed to be able to neutralize redness and to make the skin look smoother and more polished.

One item that I have tried is a yellow-toned concealer which is able to neutralize redness. It is applied on redness-prone areas such as the nose and the cheeks. The texture is a little bit too much on the thick side for me, but the coverage is natural and long-lasting. The current version is called Flat Design Color Changer (SPF 12, PA++).

(Flat Design Color Changer)

Ettusais’ point makeup range includes basic as well as vibrant colors. The packaging is simple and youthful. You can see Ettusais’ spring 2010 collection here.

(Ettusais Eye Colors)

Over the years, Ettusais seems to be doing steadily well. I like the fact that the brand didn’t reach success through glamorous ad campaigns or fancy packaging. Apart from the brand’s clear identity (skincare/makeup items for acne-prone skin), the reasonable pricing may be one of the reasons for the brand’s popularity. (Melty Touch Rouge, new for spring 2010, is priced at 1890 JPY (12.7 GBP/ 20.4 USD).)

(one of Ettusais’ retail points in Hong Kong)

According to Ettusais’ official website, apart from Japan, Ettusais is available in Hong Kong, Taiwan, Thailand, Singapore, and Malaysia. Ettusais’ Japanese official website offers on-line ordering but it is only available to customers in Japan.

Other posts in the “Japanese Brand Profile” series:


Kanebo Freeplus

Sony Vecua