(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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