10th: Etvos
(image from www.cosme.net)
Collection highlights:
- Mineral Classy Shadow in Innocent Bloom (above)
- Mineral Sheer Matte Rouge in Maple Cinnamon
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-Inoui
(image from corp.shiseido.com)
(info from corp.shiseido.com,
inoui.shiseido.co.jp, www.cosme.net & i-voce.jp)
Shiseido Inoui will release its summer 2024 makeup collection in Japan on April 21st. The collection includes:
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(image from corp.shiseido.com)
(info from corp.shiseido.com,
inoui.shiseido.co.jp, i-voce.jp,
www.fashion-press.net & www.cosme.net)
Shiseido Inoui will release its spring 2024 makeup collection in Japan on February 21st. The collection includes:
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(image from corp.shiseido.com)
(info from corp.shiseido.com, www.shiseido.co.jp,
inoui.shiseido.co.jp, www.fashion-press.net,
i-voce.jp & maquia.hpplus.jp)
Shiseido is bringing back Inoui!
Back in 2007, I wrote about Inoui (Inoui ID at the time) in my Bring It Back! series after hearing that it was discontinued. After that, from time to time, I looked at the image of the array of eyeshadow palettes in that post and I still thought there were some great color combinations. Now, after 16 years, Shiseido is re-launching the line!
(It appears that, over the years, Inoui has still been listed in Shiseido’s lineup of brands/lines on Shiseido’s official Japanese website. Also, it seems that one or two items from the line have still been available. At the moment, Shiseido’s official on-line store at Watashi Plus carries the line’s The Brow Liner (Refill) in BR655. According to its product description, the product was originally launched in Japan on November 21st, 1994. Therefore, it may be more accurate to say that the line has been inactive (not completely discontinued).)
On September 21st, Inoui will release its fall 2023 makeup collection in Japan. The collection includes:
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(one of the beautiful seasonal ad images from Inoui ID)(photo from www.inouiid.com)
When I heard about Shiseido’s Inoui ID being discontinued earlier this year, my heart sank. (I also read that, upon knowing this, a shell-shocked Japanese Inoui ID fan felt that her nose was almost bleeding.)
I was transported back to Tokyo several years ago. I was in a Shiseido boutique in Shinjuku and sampled many beautiful lines like Emerger, Dignita, and Inoui ID. I picked some Emerger and Dignita items, but somehow decided to skip Inoui ID at the time.
What was I thinking??
Inoui ID was on my shopping list since the beginning of this year when I started to have the vaguest plan to go to Japan again. But sadly I had to cross it out from my list…
I love the bold red packaging. So chic and memorable. Some of their most popular products were the eyeshadow palettes, which featured smooth texture and some great color combinations (I want #30!):
(photo from www.inouiid.com)
I like many of the ad images as well. The one above is one of my absolute favorites. Soft, simple, airy, but still striking and stunning. (Loving the blue eyeshadow!)
I think the discontinuation is simply a marketing decision (a wrong one in my opinion), since Shiseido has been trying to cut down the number of lines by discontinuing some and merging some others. I hope that, Dick Page, the creator of Inoui ID and Shiseido’s current creative director, will come up with something even better!
If you are interested, read about the mourning of a like-minded.
Related Post:
What are your favorite Japanese brands?
(Inoui ID was mentioned!)
Other Bring It Back! posts:
Calvin Klein Cosmetics, Cynthia Rowley, Helena Rubinstein, Bulgari Skincare, and Sephora (back to the UK)…
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