(part of Cosme Decorte’s fall 2008 collection)(image from www.nikkei.co.jp)
AQ (Absolute Quality) is Cosme Decorte‘s (owned by Kosé) top-end skincare and makeup line. AQ’s point* (color) makeup line was launched in 2000 and features some of the most expensive makeup items in Japan.
On August 21st, the existing AQ point makeup line will be replaced by new items with brand new packaging.
(image from www.nikkei.co.jp)
– Rouge Supreme: 10 shades
– Shadow Supreme (eye palettes): 5 variations
– Light Focus (base/highlighter): 3 shades
– Nuance Glow (highlighter): 3 shades
– Face Color (blusher): 5 shades
– Mascara Excellent: 2 shades
– Liquid Eyeliner: 5 shades
– Pencil Eyeliner: 2 shades
– Pencil Eyebrow: 4 shades
– Lip Liner: 7 shades
– Nail Supreme: 10 shades
With Japanese cosmetics, renewals (particularly with makeup) are usually more about updating the packaging than the actual formulation of products. In Japan’s fiercely competitive beauty market, product packaging has to stay fresh and up-to-date, and many brands revamp the look of their products in their own time frames and either minimally (like Anna Sui and Lunasol) or drastically (like Sofina Aube). Replaced items are either phased out quickly or discontinued immediately.
For me, AQ’s packaging renewal is successful. The current packaging (seen above) looks clean and sophisticated but slightly lacks character. The new look is opulent and glamorous. I think Cosme Decorte has worked out a look for AQ that goes with its prices. The lipsticks and blushers are particularly pricey:
Rouge Supreme: 6300 yen (about 59 USD)
Face Color: 7350 yen (about 69 USD)
In contrast, the Shadow Supreme eye palettes (6825 yes, about 64 USD) almost seem relatively reasonable. (The price is about the same as that of a Dior 5-color eye palette in the UK.) If I decide to try an item from AQ, the eye palette will probably be my choice.
* In Japanese cosmetics, the term “point makeup” (constantly written as “point make” in Japan) refers to color makeup items like eyeshadows, mascaras, lipsticks and lip glosses. On the the hand, “base makeup” (“base make”) refers to items such as primers, concealers, foundations, and loose/pressed powder (and not just bases (primers)).
Other Fall 2008 Makeup Collections:
{ 6 comments… read them below or add one }
I think the colour looks a bit old and too mature.
Hi CC,
The colors in the ad do have a grown-up feel. Even though the line targets at a more mature audience, I am fairly certain that they will have other eye palettes that appeal to a wider consumer group.
Also, I have noticed that plum-reds and golds are likely to be trendy eye colors for fall 2008, which might be part of the reason why Cosme Decorte AQ chooses to showcase this particular palette for their fall 2008 ad campaign.
Thank you very much for sharing your thoughts! :)
The palette in the first picture looks like Chanel..
Hi MX,
Thank you for reading my blog!
I am assuming you are referring to the shape of the eyeshadow powder in the container. It does very slightly resemble Chanel’s design.
Thank you for your comment! :)
The packaging on AQ is gorg.!
Hi Juvenescent,
I completely agree with you. I can’t wait to see the shades of the rest of the palettes. I’ll definitely keep you posted on my blog.
Thank you for stopping by my blog and leaving your comment. Hope to hear from you again! :)