My post on Est’s fall 2009 collection has been updated with images of items of the collection as well as the ad campaign. Do have a look!
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-Kao
(images/info from www.joseishi.net/voce)
Est will release its fall 2009 collection in Japan on July 25th. The new items include:
– Emotional Multiple Eyes (4 new variations)
– Eyelash Shade (cream eyeliner, 4 shades, including 2 limited editions)
– Advanced Lips (4 new shades)
Update on June 23rd 2009:
Here is a quick look at all the items in the collection. I would love to see more images of the purple palette soon…
(image from www.nikkei.co.jp)
Est’s overarching makeup concept is Emotional Beauty, and many of Est’s seasonal makeup ad campaigns are based on one particular emotion. What is very unique (and quite refreshing) is the brand’s exploration of negative emotions. After sorrow and depair, Est is tackling anger in fall 2009. Concept-wise, this is going to be a memorable collection.
(image from www.nikkei.co.jp)
Related posts:
Est Spring 2009 Makeup Collection
Est Fall 2008 Makeup Collection
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(images/info from www.cosme.net)
Sofina’s Aube Couture will release its early fall 2009 collection in Japan on June 16th. (The brand’s summer 2009 collection is available now.) The upcoming early fall items include:
– Designing Eyes (above, two new variations)
– Designing Stay Rouge (16 shades)
– Designing Eyebrow Compact (2 variations)
– Designing Liquid Eyeliner (2 shades, according to Voce)
Related posts:
User-Friendly Makeup: Aube Couture
Aube Early Fall 2008 Collection
Holiday Flashback – Aube Astral Rouge
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(image from www.sofina.co.jp/beaute)
A few readers have requested that I highlight one of Sofina’s latest skincare ranges, Sofina Beauté. Here is a brief profile of the line, which I hope would be helpful for you.
Sofina Beauté was launch in January 2008. It is positioned as Sofina’s anti-aging skincare range for those in their 30s and 40s. (Meanwhile, Vital Rich is targeted at those in their 40s, and Grace Sofina is marketed towards those in their 50s and beyond.)
The main claim of the line is that the products are formulated to improve the penetration of the ingredients and to be able to reach the “core” of the skin. According the press release from Kao, some of the ingredients in the products are ginger extract, citron extract, and eucalyptus extract.
The range features a full lineup of basic skincare products, which include:
– four makeup removers (oil, cream, gel, and foam)
– two face washes (foaming and non-foaming)
– four toners (I being the least emollient and IV being the most emollient)
– one skin-firming serum
– four night-time moisturizers (three emulsions and one cream)
– four daytime moisturizers (two with SPF 24, PA+++ and two with SPF 50, PA+++)
– eye mask sheets
The prices of the products are similar to those of the existing Sofina skincare products. (The night-time emulsion is 3675 JPY (about 37 USD).)
I haven’t tried products from this range so I don’t really have any first-hand experience. One reason is the alcohol, which is a recurring issue with many Japanese skincare products. (You can see the ingredient lists of the night-time emulsion (II) and the makeup removal cream here and here. The emulsion has too much alcohol and my skin will certainly not be able to tolerate the product.) I have not had a chance to see all the ingredient lists so I don’t know precisely which other products also contain alcohol.
If you have had a chance to try products from Sofina Beauté, do please leave your comment and let us know what you think of them. Thank you very much!
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Japanese Cosmetics Focus: Kanebo Freeplus
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(continued from Part 1)
6. Max Factor
(image from www.maxfactor.jp)
Many of the Max Factor releases in Asia are very different from those in the west. In the case of the spring 2009 collection, these colorful palettes have a particularly Japanese feel and look very much like the tone-on-tone palettes that have constantly been brought out by Japanese brands. (The purple-toned palette reminds me of my Lunasol Lavender Coral.)
Do check this post for a great review of the green-toned palette (with swatches of all the palettes). The writer pointed out the improvement in the powder’s pigmentation level and lasting power. (The low pigmentation level from previous releases was mentioned by one reader under my initial post on this collection.)
5. Lavshuca
(image from www.kanebo-cosmetics.jp/lavshuca)
“Cute” is still the best word to describe Lavshuca‘s makeup, but I do like the fact that the brand doesn’t try to be overly girlie. (The plum cases look quite elegant.) The spring 2009 collection includes a new range of lipsticks and eye palettes. I nearly decided to get Grade Color Eyes in PU-1 (top right in the photo above), but the colors are a little too pale and don’t seem warm enough for me. On the other hand, I am still interested in trying the new Finish Powder.
4. Aube Couture
(Aube Couture Designing Eyes)(image from www.sofina.co.jp/aube)
I wasn’t really a big fan of Aube’s last few collections, but the new Aube Couture‘s debut collection got my attention. A lot of design went into some of the items to make them as user-friendly as possible. (Please see this post for examples and more discussion.) I’d think that the packaging was still kept very simple so that it wouldn’t overtake the actual design features, and Aube Couture certainly gets extra points from making makeup application a little bit easier for us.
The countdown continues in Part 3.
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(images and info from www.joseishi.net/voce)
Aube Couture will release its summer 2009 makeup collection in Japan on April 11. The collection will include:
– Cream & Liner Shadow (6 shades, limited editions)
– Designing Gloss (6 shades)
Related posts:
User-Friendly Makeup: Aube Couture
Holiday Flashback: Aube Astral Rouge
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(images from www.sofina.co.jp/aube)
When Raycious was no longer releasing new products, I thought it was possible that Sofina would go down the route that Shiseido, Kanebo, and Kosé did and come up with a mega-brand that carries both base and point makeup. (At the time, Maquillage has already proven to be successful, and consumers continued to embrace Coffret D’Or in 2008.)
Then came news of Primavista in July, Raycious’ successor, and I wasn’t sure if Sofina would actually do anything with Aube. Later, we heard about the launch of Aube Couture in December, and everything seems to be in place for the moment.
Nothing seems very different…the name, the spokespersons, or the look of the products. So where is the identity of Aube Couture?
Product design is a huge strength in Japanese consumer goods. When we think of electronic products such as mobile phones and digital cameras and simple stationary items, it is all about those nice touches that make the products user-friendly and intuitive to use.
Every day, there are people new to makeup who find the application a little daunting. Aube Couture’s products are designed with them in mind. They are designed to make makeup application easy, efficient, and effortless.
Some Japanese makeup lines include an eye chart for eye palettes (like the one for Coffret D’Or’s 3D Lighting Eyes), but Aube Couture goes one step further. The color layout of the new Designing Eyes palettes shows where each shade goes on the lid (apart from the lining shade on the right), so we are looking at the colors and the eye chart at the same time.
I also like the design of Designing Cheek. The powder is pressed into a (roughly) half-cylinder shape. When the brush goes over the powder, the center of the brush picks up more powder than the two ends. This should make it easier to achieve a natural, flawless and dimensional finish, and it can especially help those who find blending a little tricky.
Over the last few years, Kao, among other Japanese beauty companies, has done well in coming up with new concepts and connecting with consumers on different levels, from the blue-based particles in Raycious to Est’s philosophy of emotional beauty. Now Sofina shows that a makeup range with a “couture” concept doesn’t need to carry hundreds of shades. Instead, the products give consumers the confidence and comfort in knowing that they can create a beautiful makeup look on their own.
I wonder what Japanese makeup brands will have to offer in 2009? In the meantime, I wish all of you a very happy New Year!
Related posts:
Primavista Powder Foundation Moist Touch
Primavista Spring/Summer Base Makeup Collection
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(images and info from www.nikkei.co.jp)
Sofina Primavistawill release its spring/summer 2009 base makeup collection in Japan on February 21st. The lineup includes:– Powder Foundation Long Keep (SPF 25, PA++)
– Liquid Foundation (SPF 25, PA ++)
– Clear Cover Base (SPF 20, PA ++)
– Concealer Spots Cover (SPF 27, PA++)
– Face Powder Keep & Reset (SPF 15, PA++)
Primavista’s first powder foundation from fall/winter 2008, Powder Foundation Moist Touch, doesn’t really suit me due to its glowy finish. I am expecting the Fresh Keep version to have a somewhat similar (or very slightly less glowy) finish and better sebum control.
The new Face Powder reminds me of the very first version of Raycious’ pressed powder, which has a very good matte flesh-toned powder and a highlighter. I will be putting the new Primavista version on my spring 2009 shopping list and I am hoping that it works just as well.
Updated on February 17th, 2015:
Read my review of Face Powder (Keep & Reset).
Related Posts:
Sofina Primavista Creamy Compact Foundation
Sofina Raycious Foundation Case Galore
Holiday Flashback – Sofina Aube Astral Rouge
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(image and info from www.nikkei.co.uk)
The Kao-owned Est will release its spring 2009 collection in Japan on January 10, 2009. The lineup includes:
– Emotional Multiple Eyes palettes: 4 variations
– Emotional Aura Pact (for face and eyes): 1 new variation
– Emotional Aura Gloss: 3 new shades (limited editions)
– Emotional Aura Lips: 3 new shades
I have not tried anything from Est yet and I am really looking forward to making my first purchase. But at the moment I am not sure I would go for any item in this collection. Perhaps some more photos from Japanese beauty magazines will change my mind.
Related Posts:
Capturing Your Emotional Beauty
(a profile on Est)
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(image from www.sofina.co.jp)
Some of you might already know that Sofina’s makeup line, Aube, will be discontinued in December and replaced by Aube Couture on December 6th.
This is a somewhat similar overhaul to the ones that Shiseido and Kanebo had with PN and T’Estimo. But, with Primavista just launched, Aube Couture will probably not be a megabrand like Maquillage or Coffret D’Or. (Both feature base as well as point makeup items.)
For me, this is a very similar packaging update that Aube has done every two or three years. But the new name does suggest that customers will be able to choose shades that really suit and flatter their facial features.
The new packaging looks slightly more grown-up than the look of the current Aube. Again, this is the same case with Maquillage (from PN) and Coffret D’Or (from T’Estimo).
Currently, the Aube Couture page on the Sofina website only has information on the new lipstick range, Designing Rouge. But you can see an image of the five Designing Eyes palettes on the Biteki website. (I am liking the thicker cases.) According to Voce, Aube Couture’s launch lineup will also feature blushers, mascaras, eyeliners, eyebrow pencils, and a bi-phase makeup remover.
I am looking forward to seeing more images of the products, and I might think about picking up a few later on.
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