The Kao-owned EST will release its fall 2008 collection in Japan on July 26th. The collection includes:
– Emotional Aura Eyes (3 new variations)
(Updated on June 24, 2008: According to Cosme.Net, the three new variations are khaki x beige, purple x grey, and brown x blue.)
– Emotional Aura Lips (3 new shades)
– Advanced Lips (8 shades)
– Double Side Mascara (2 shades)
– Pencil Eyeliner (2 shades)
(all images from i-voce2.com)
Please note that Advanced Lips is a new product and is different from the Emotional Aura Gloss released for EST’s summer 2008 collection.
EST is a brand that I have been very interested in. I nearly decided to buy the Emotional Aura Pact and one of the Emotional Aura Eyes palettes, but I decided to hold on a little more since they are not limited-edition items. I am looking forward to seeing the rest of their fall lineup. Maybe I am not too far away from meeting EST in person…
Updated on June 25, 2008:
Image of the 3 new Emotional Aura Eyes palettes and Advanced Lips:
(image from www.nikkei.co.jp)
Related Posts:
Capturing Your Emotional Beauty
(a brand profile on EST, Kao’s most sophisticated makeup line)
Sofina Aube’s Late Summer/ Early Fall 2008 Collection
(with an updated link to swatches)
by PJ on Monday, March 31, 2008
in -AQ, -Cosme Decorte, -Est, -Kao, -Kosé, -Magie Deco, -Sofina, 2008 Summer, all about Japanese cosmetics, makeup
My posts on the EST, Magie Deco, and Cosme Decorte AQ summer 2008 collections have been updated to include additional images and information.
Have a look!
(part of the EST Summer 2008 collection)
(image from www.cosme.net)
EST will release the summer 2008 collection in Japan on April 26th. The collection includes:
Emotional Aura Gloss: 10 shades, fragrance-free
Nail Color: 12 shades
Nail Foundation (base coat)
Nail Color Remover
Essentially, the collection features more basics which add to the debut collection launched in November 2007, which has been generally very well received. I particularly look forward to seeing the shades of the glosses.
I will update this post with more images later on.
Updated on March 31st, 2008:
The EST website has been updated to include information on the summer 2008 collection. (All images are from www.kao.co.jp/est/.)
(EST Emotional Aura Gloss)
Like EST’s Emotional Aura Lips, the lip glosses are grouped into three categories. Innocent Colors (#101-106) are moderately pigmented, Pure Colors (#201, 202) are on the sheer side, and Deep Colors (#301, 302) are more heavily pigmented.
You can check the EST website to see the shades of the Nail Color.
Related Posts:
Lunasol Summer 2008 Collection
Kate Summer 2008 Collection
(continued from Part 1)
6th: Clinique
(Clinique spring 2008 collection)
(from Voce February 2008
Spring 2008 Makeup Catalog, p. 14 – 15)
I did surprise myself initially by liking this collection. But as the Color Surge Trios have been looking lovely for the past few weeks, I’ve decided to include Clinique‘s spring 2008 collection in my top ten.
(Clinique Color Surge Trios)
(from Voce February 2008
Spring 2008 Makeup Catalog, p. 14)
With brands like Chanel and Givenchy featuring dark and ashy blues for spring, which don’t really appeal to me, Clinique’s soft and cheerful pastels are unexpectedly welcoming. The color combinations are straightforward and wearable, and the lilac and pink look especially dreamy. As someone who doesn’t wear green very much, I actually find the green palette very tempting too.
5th: Eprise
(part of the Albion Eprise spring 2008 collection)
(image from www.albion.co.jp)
Eprise‘ spring 2008 collection is not hugely extensive but still includes items for eyes, cheeks, lips, and nails. Most of the shades have a gentle and girlie feel. Like Clinique, Eprise’ Creamy Eye Colors also feature pastel blue, green, and lilac.
(Eprise spring 2008 collection)
(image from www.albion.co.jp)
What instantly attracted my attention upon seeing this collection was the Water Face Color, which is a range of liquid blushers. I picked up the shade in 100, a very natural pink. Easy to use and long-lasting, it is definitely a great makeup purchase for this season.
(image from www.kao.co.jp/est)
The EST debut color makeup collection was launched on November 24th, 2007. But Biteki’s spring 2008 makeup catalog (March 2008 issue) includes this collection, so I am counting it as a spring 2008 release.
(EST Emotional Aura Eyes palettes)
(image from www.kao.co.jp/est)
As should a debut color collection, it includes all the basics. I think the highlights of the collection are the Emotional Aura Eyes (above) and Emotional Aura Pack (featured in the ad image above), which is a selection of highlighters for different parts of the eye area. (Please see my brand profile on EST for more on this item.)
Overall, this is a triumphant debut collection with a very feminine and sophisticated feel. I look forward to seeing how this color makeup line evolves.
Do come back for Part 3!
Other spring 2008 collections worth checking out:
Lavshuca Spring 2008 Collection
Kate Spring 2008 Collection
(a tearful diva)
(image from www.kao.co.jp/est)
A reader once asked me why, regardless of the generally consistent quality, certain Japanese makeup lines (under the same company) are more expensive than others. To summarize my answer for her, apart from the fact that price-points and target consumer groups define each other, more prestigious makeup lines tend to have a fuller philosophy behind their creations.
One prime example is Sofina EST.
Sofina‘s EST is not new. It has been a skincare line under Kao’s Sofina for many years, and it is Sofina’s most expensive line. In fall 2007, EST launched a full color makeup line, following the earlier debut of the base makeup range. (While, obviously, the brand name reminds people of the superlative suffix “-est”, Sofina also advocates that it is an acronym for “Essence of Sofina Technology”.)
The over-arching concept of EST’s color makeup is Emotional Beauty. As our faces are always displaying various feelings and emotions, EST attempts to use colors and finishes to enhance our day-to-day expressions of emotions. So, our beaming smiles look even more dazzling, our focused determination is even more infectious, and our sorrow melts the hardest of hearts.
(image from www.kao.co.jp/est)
I love EST’s recent ad images. They are beautifully and subtly compelling, with colors that enhance the facial features rather than overtake them. To embody the essence of the line, the model (April) displays a much wider range of emotions than what we usually see in makeup advertisements. The image on the top of this post is by far my favorite. As for the two below, I call them “despair & hope”:
(image from www.kao.co.jp/est)
(image from www.kao.co.jp/est)
However, all this ethos will be hollow if it can’t translate to product designs. So how does EST carry out their promise?
One item that defines the line is Emotional Aura Pact. Essentially, this is a highlighter for the eye area. It includes four subtly different shades of various finishes and opaqueness, and each of them is used on a specific part of the eye area.
(Emotional Aura Pack)
(image from www.kao.co.jp/est)
Apart from the eye area, this multi-purpose item can also be used around the lips to sculpt your pout. So, when you feel surprised, happy, curious, excited, inspired, or moved, this item is designed to capture your million faces and help them make a lasting impression.
Also, so far, I have come across good comments on Emotional Aura Eyes, the eye palette range:
(Emotional Aura Eyes palettes)
(image from www.kao.co.jp/est)
After the huge success of Kanebo’s Lunasol in the last couple of years, Kosé’s Magie Deco and Sofina’s EST were two of the major makeup launches in late 2007 that posed as rivals. Similarly priced and packaged with a sophisticated flair, they appeal to similar demographics. With a strong and distinctive concept behind it, Sofina EST’s development and evolution will be immensely interesting to chart and will serve as an indication of the future of Japanese cosmetics.
[Even though Sofina is available in Japan and several other countries in Asia, the EST line is currently only available in Japan as far as I know. The EST website is for information only and does not offer on-line ordering.]
Related Posts:
Loving Japanese Brands – Lunasol
(my current favorite Japanese brand)
Brand Profile: SUQQU
(a reverse strategy that works)
Coffret D’Or 3D Lighting Eyes
(replacing the beloved T’Estimo)
(image from www.nikkei.co.jp)
