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Est was launched by Kao in 2000. Excluding brands from companies acquired by Kao Corporation (such as Kanebo Cosmetics Inc.), Est is currently Kao’s only department-store beauty brand in Japan. It was launched as a high-end range under Kao Sofina and it used to be sold at Sofina counters in department stores. (“Est” used to stand for “Essence of Sofina Technology”.) Since it became independent from Sofina a few years ago, it has been having its own department-store counters. (Sofina is now mainly available in drugstores and pharmacies in Japan.)
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(images & info from www.cosme.net)
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Kao Est will release its holiday 2014 makeup collection in Japan on November 15th. The collection includes:
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(image from www.kao.co.jp/est,
info from www.kao.co.jp/est & i-voce.jp)
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Kao Est released its holiday 2013 makeup collection in Japan on November 9th. The collection includes:
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(images/info from i-voce.jp)
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Kao Est will release its spring 2013 makeup collection in Japan on January 8th. The collection includes:
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(image/info from www.kao.co.jp/est)
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Kao Est will release its fall 2011 makeup collection in Japan on August 6th. The collection includes:
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(images/info from i-voce.jp)
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Kao Est will release its spring/summer 2011 base makeup collection in Japan on February 26th. The collection features:
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(images/info from www.kao.co.jp/est)
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Kao Est will release its spring 2011 makeup collection in Japan on January 1st. The collection includes:
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(images/ info from www.kao.co.jp/est)
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To celebrate the 10th anniversary, Kao Est has been releasing a couple of limited edition sets. After releasing a base makeup set (Active Aura Moist Special Kit) on September 11th and a skincare set (Skincare Best Selection) on September 18th, Est will release the Makeup 10th Anniversary Kit in Japan on October 23rd.
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The kit includes:
– Dual Emotion Eyes in EX 11
– Eyelash Shade in EX13 (eyeliner)
– Original Brush Set
Dual Emotion Eyes in EX11 and Eyelash Shade in EX13 are also sold separately. The combined retail price of the two items is the same as the price of the kit (9450 JPY).
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Related posts on Est:
Fall/ Winter 2009 Base Makeup Release
(information on Cream Make Up Active Aura Moist)
Fall 2010 Makeup Collection
(with links to swatches)
Spring 2010 Makeup Collection
by PJ on Wednesday, September 8, 2010
in -Addiction, -AQ, -Chanel, -Coffret d'Or, -Cosme Decorte, -Dior, -Est, -Estée Lauder, -Guerlain, -Helena Rubinstein, -Kanebo, -Kao, -Kosé, -Max Factor, -Paul & Joe, -RMK, -Sonia Rykiel, -SUQQU, -THREE, -YSL, all about Japanese cosmetics, makeup, seasonal makeup trend reports
(image from www.rmkrmk.com)
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Color-wise, the fall 2010 makeup trends seem to be a natural progression from the last few seasons. Beiges and browns dominated spring 2010, and they are still a key trend in fall 2010, (Gone are the grays, which were prominent in fall 2009, as a major color trend.) Meanwhile, purples shone last fall and they have taken on a few varied hues this season.
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Beiges & Browns
RMK puts browns firmly on center stage with the Autumn Brown collection. The limited-edition Brown Eyes palettes feature various brown tones. (The palettes are called Deep Brown, Dark Brown, Red Brown, Yellow Brown and Beige Brown.) Guerlain‘s new Écrin 6 Couleurs palettes are also based on a variety of neutral tones, while SUQQU‘s revamped makeup line lays the groundwork with six Blend Color Eyeshadow palettes, all with neutral hues.
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(image from www.iswii.net)
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(image from www.guerlain.co.jp)
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(image from www.biteki.com)
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Pinks, Mauves, Purples & Plums
Biteki (September 2010) calls them the berry tones, and those who are not enticed by the skin-tonal colors and who are interested in more vibrant shades might want to look into these mouth-watering colors.
Dior‘s 5 Color Design palette in Pink Design includes a dusty pink and a sophisticated muted purple. Estée Lauder‘s Pure Color 5 Color Eyeshadow Palette in Surreal Violet offers some delicious berry shades. Addiction‘s fall 2010 makeup collection includes berry-toned items for eyes as well as lips. (Refer to the link for the new items for lips.)
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(image from www.dior.com)
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(image from www.sephora.com)
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(image from www.esteelauder.com)
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(image from www.joseishi.net/voce)
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Mix & Match
What is interesting is that many brands feature both color trends in their fall 2010 makeup collections (either in one single item or in various items in the collection). Here are some of the highlights:
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