(image from www.fashion-press.net)
(info from www.po-holdings.co.jp, www.amplitude-beauty.com,
www.fashion-press.net & www.cosme.net)
Acro (which is part of Pola Orbis Holdings) will launch Amplitude, a new beauty brand, in Japan on September 1st. The brand’s official Japanese website is now up (link here). (Acro also owns THREE.)
The creative director of Amplitude is Rumiko, who was the creative director of RMK from the launch of the brand in 1997 to 2013. Most of the items in Amplitude’s launch lineup are base makeup items. (There are only two color makeup items in the launch lineup. They are limited-edition items that celebrate the debut of the brand.) This is somewhat unusual, but it is perhaps not that unexpected for a brand in which Rumiko plays a key role. (Base makeup items are what RMK has been known for (especially in its early years).)
(image from www.fashion-press.net)
Here is a look at some of the items in Amplitude’s launch lineup:
– Ample Love for Eyes (1 variation, limited edition, ¥7800)
(images from www.cosme.net)
– Ample Love for Cheeks (1 variation, limited edition, ¥7800)
– Long Lasting Liquid Foundation (10 shades, SPF 22, PA++, 30ml, ¥9000)
– Translucent Emulsion Foundation (10 shades, SPF 22, PA++, 10.5g, refill ¥8500, compact with brush ¥2500)
– Clear Cover Liquid Base (foundation primer, 1 shade, 30ml, ¥7500)
– Complete Fit Cream Base (foundation primer, 1 shade, 32g, ¥7000)
– Finish Loose Powder (2 shades, 11g, ¥6500)
Amplitude will be launched at Isetan Shinjuku in Tokyo on September 1st. At the moment, Acro is planning to launch the brand in other parts of Asia from the end of 2019 and outside Asia within the next five years.
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