(pictured: part of my collection)
Sofina, part of the Kao Group, is a major cosmetics brand (along with Shiseido, Kanebo, and Kose). It has an efficient and no-nonsense concept of skincare and makeup with a sense of fun and enjoyment. It mostly appeals to the 20-something generation.
One of the two Sofina’s foundation lines, Raycious, is probably more popular than the skincare and the color makeup lines. The debut of the 1st-generation Raycious powder foundation in 2000 was a sensation. It was said to have sold 1 million in its first year in Japan.
The innovation of Raycious lies in the ultra-fine luminous pale-blue particles (which the blue packaging represents). It counteracts the dark orange undertone (which makes skin look dull and lifeless) and keeps the face bright (not shiny) and fresh-looking throughout the day. The color of the foundation does not fade or turn dull when the face gets oily.
When I tried it for the first time, I was amazed. All the advertising claims were lived up to. No wonder it sold so well. The color does not darken over time, unlike what usually happens with a lot of other foundations. And the foundation stays fresh throughout the day and my face actually looks more luminous (not greasy!) by the end of the day.
Each year the packaging and the formulation of the foundation change, so we’re in the 7th-generation in 2006. But the fine blue-based particles have always been the main feature of Raycious. This year, the new formulation is all about defining the facial contour, and the foundation case became as much of a talking point as the foundation itself when it features a three-way mirror (for seeing exactly how the foundation defines the contour of our faces from multiple angles).
Aube, Sofina’s color makeup collection, offers all the good basics for daily makeup. The packaging changes entirely every two years or so. New products replace existing ones season after season and we end up with a completely new line every two years, in line with the revamped packaging. The Spring 2007 Collection is mentioned in a previous post.
The daytime moisturizers with proper sunscreen ingredients are the most popular items in the skincare line. They are fresh and still great as a makeup base.
Packaging-wise, Sofina is the most down-to-earth one among all my favorite brands, but it consistently offers great and innovative products. I will always be its loyal customers.
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