-SUQQU

SUQQU Makeup and Skincare

by PJ on Friday, February 23, 2007

in -SUQQU, all about Japanese cosmetics, makeup, makeup - base makeup, makeup - base makeup - foundation, makeup - lip color, skincare, skincare - cleansing/toning, skincare - moisturizing/others

(pictured: my SUQQU lipstick,
samples, and catalogue)

As requested by a reader, I decided to write a post about some individual SUQQU products after I had a more thorough look and got several samples earlier this month.

What really impresses me is the texture of their makeup. The lipsticks are so creamy, and the eyeshadows and blushers are so luxuriously silky that they almost seem creamy as well.

I am particularly keen on Powdery Cheeks in #11 (Ashibi), which is such a universally flattering color for most medium and light skin-tones.

One of their best-sellers is the Stick Concealer. The white one is used first as a base. Blending only comes after one of the two beige ones is layered on top of it. The white concealer is light-reflective and enhances the coverage of the beige concealer.

Here are some thoughts about what I have actually used:

1.Creamy Lip Stick in #22 (Benikoji)

I bought this in my first visit. It is a nice beige pink (even though it looks quite red in the photo). Pigmented and creamy, it is a great color for this season’s polished (and non-glossy) nude look.

2. Cream Foundation

I got a sample of this. Out of all their foundation formulations, this one provides the most coverage. It is not too difficult to blend (with my fingers) and it covers my pores fairly well. The staying power isn’t too bad. It has a dewy finish, which I don’t really like since I have quite oily skin. But I can use a matte loose powder to set the foundation, so that doesn’t bother me too much. (The color I got (#03) is slightly too pale and ashy for my medium skin-tone.)

3. Liquid Foundation Natural

I also got a sample of this. It provides more coverage than Liquid Foundation Skinny (light coverage) and Liquid Foundation Lucent (sheer coverage). It is one of the most easily blendable foundations I have ever tried. But the drawback is the staying power, which is not as good as the Creamy Foundation. The coverage is light to medium, and I would prefer more. Overall, I much prefer the Creamy Foundation.

I got this one in #04. Even though #04 should be the immediate darker shade than #03 for all their foundations, it is actually slightly too dark for me (while #03 is slightly too pale). Maybe the secret lies in #03B, which is between the two shades?

4. HA Complex Cream

Sample again. (The actual product costs about 240 USD for 30g…) I actually don’t like it that much simply because I am quite certain it has alcohol. Even though I couldn’t smell it, my skin turned a bit red about 10 minutes after application, which is typical with any moisturizer with any amount of alcohol. (I will probably have my neck enjoy this very expensive moisturizer…)

I have also got samples of HA Complex Lotion, HA Complex Emulsion, and Make Up Base. But I can really smell alcohol in all these (which is unfortunately so common with a lot of Japanese skincare products). I don’t think my face can handle any of these…

All skincare products have their signature orchid fragrance. It does smell gorgeous, even though it is much better for skincare products to be fragrance-free. In Japan last Christmas, SUQQU had a limited-edition perfume based on this orchid note. I am really hoping it will be re-released as part of the permanent collection!

One skincare product I am actually quite keen on is the Lip Essence Cream. It is very emollient and creamy. Too bad it is so pricey (about 60 USD)!

I personally think SUQQU is stronger in makeup than in skincare. But it is only because my skin can’t really tolerate alcohol and any massaging (the Musculate Massage Cream, which is used daily, is the heart of their skincare regime) and because I do think their color makeup range is simply sublime.

I look forward to seeing their spring 2007 collection. It looks great on the website and I love a makeup collection with a strong theme. I’ll definitely review it after I see it in store.

————-
Edited, on February 25, 2007, as requested by reader:

Price list of reviewed products in UK
(from SUQQU catalogue)

Creamy Lip Stick: £24
Powdery Cheeks: £22
Stick Concealer: £20
Cream Foundation: £60
Liquid Foundation Natural: £40
Liquid Foundation Skinny: £40
Liquid Foundation Lucent: £30
Make Up Base: £24
HA Complex Lotion: £45
HA Complex Emulsion: £70
HA Complex Cream: £120
Lip Essence Cream: £30
Musculate Massage Cream: £60

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SUQQU: Sensuality with an Attitude

by PJ on Thursday, February 8, 2007

in _Japanese Brand Profile, -SUQQU, 2007 Spring, all about Japanese cosmetics, makeup, skincare

(stunning ad from SUQQU’s Fall 2006 collection)
(from www.suqqu.com)

Back in September 2003, when SUQQU‘s first counter opened in Isetan Department Store (a world-class cosmetics heaven, and an ultimate battlefield for all brands) in Shinjuku, Tokyo, people were waiting outside the store for the doors to open. The revenue of its first day of sale broke the record of this upmarket department store for a debut brand (Voce Magazine, March 2007).

Why did so many people rush to buy SUQQU’s products even before they sampled them and why has it been successful since its debut? Apart from the quality of the products itself, I think there are two very crucial reasons.

First of all, in a youth-obsessed society (in a globally youth-obsessed era), where packaging is getting cuter and the colors are getting funkier, SUQQU resorts to the reverse strategy. It targets mature grown-ups. It appeals to women who are successful, classy, intelligent, and sophisticated. I believe that, by doing so, it also appeals to young women who look up to their more mature peers. It altogether creates a surprisingly wide market.

Another reason is their beautifully constructed theme for each season and the visual brilliance of their ad campaigns that convey the theme. Usually printed cosmetics ads feature the face of the model freshly made up against a muted background. Pretty straightforward, but dull at the same time. Not SUQQU’s ads. They always have a sense of message and story, and it certainly helps when the colors of each seasonal makeup collection have such a strong identity.

Last spring, it was a collection which couldn’t be more pink, with pink eyeshadows, pink lipsticks, and pink blushers. The ad featured beautiful full-bloomed flowers as the backdrop:

(ad for SUQQU’s spring 2006 collection)

(from www.suqqu.com)

Last fall, the collection featured primary colors used in ancient Japanese pottery. The ad (at top of the page) is stunning. But I think the upcoming spring 2007 collection is even more impressive. The theme is “goddess of the earth”. The eyeshadows are shades of blue and beige, paired with beige and brown lipsticks. It’s the sea versus the desert, bare earth versus deep ocean. The ad features a woman between the desert and the blue sky/ocean. She looks confident and in charge.

(SUQQU makeup leaflet for summer 2007)

Primary colors and shades of blue are not easy to pull off. But SUQQU’s message is “Wear them and be confident!” Packaged minimally with oriental sensitivity and sensuality, the colors inside are bursting with personality and attitude. All of these give SUQQU a very unique edge.

Later this month, I’ll come back to SUQQU again and review some of the makeup and skincare products. There are some fantastic products to be written about, including the smoothest eyeshadows I have ever tried.

Stay tuned!

Next: a lipgloss that has sold over one million copies in Japan.

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SUQQU in Selfridges London and Shu Uemura in Fenwick Bond Street

by PJ on Thursday, December 7, 2006

in -Shu Uemura, -SUQQU, all about Japanese cosmetics, all about Japanese cosmetics (overseas availability information), makeup, skincare

Finally I was at the SUQQU counter to see all the products for the first time yesterday. Wonderful service there, which reminded me of my trip to Japan when the sales assistants bowed to me after hearing my compliments on their products.

This time, she didn’t bow to me, but she did say “Thank you” when I complimented on their nice packaging. (Usually, at most other counters in the UK, I get the reply “It is indeed nice, isn’t it?” They will *never* say this in Japan. You are supposed to be thankful for a customer’s compliment, not to eagerly agree with it. Well, I know there is no right or wrong about this.)

I left with a Creamy Lip Stick in 22 Benikoji, a nice beige pink. I also got samples of HA Complex Lotion and HA Complex Emulsion. In true Japanese style, the sales assistant came around the counter and handed the bag to me with both hands. Again, I felt like I was in Takashimaya Shinjuku.

Later, I went to Fenwick Bond Street Christmas Shopping Evening. As I expected, there were loads of people in the beauty section. It’s because it was rare for a department store to have a 20% discount on all cosmetics and fragrances. (As far as I know, on special 20% off days, department stores like Debenhams and House of Fraser only do 10% on cosmetics and fragrances.) No surprise, the accessory section was full of people looking through all the “it” bags for this season.

I bought a few things, including the Depsea Therapy Moisture Recovery Nanowater. I left feeling satisfied and wanted to come back next year.

By the way, I saw Dior’s Asia-only “Ultra Shine 2” lipsticks in Harvey Nichols.

I will now save the money for the coming winter sale.

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SUQQU in Selfridges Oxford Street

by PJ on Wednesday, November 8, 2006

in -SUQQU, all about Japanese cosmetics, makeup, skincare

I found out about this while logging onto the SUQQU website.

SUQQU is a Japanese skincare and makeup line. (I think it is pronounced ‘suku’.) The only retail point outside Japan used to be in Bangkok. Now, following Japanese brands like Paul & Joe (which is one of my favourites…I will talk about it later) and RMK, SUQQU has also come to the UK.

SUQQU is targeted toward a more mature clientele and has a very grown-up image. No flashy or overly-girly packaging. Most products are packaged in plain white with the engraved brand name. I really like the simple and elegant look.

I have not yet been to the counter (which I’ll do next month). I read somewhere that the counter is tucked away at the back of the beauty hall. So it should be where Caudalie is.

I am very interested in their colour makeup, especially lipsticks (24 pounds) and blushers (22 pounds). As you can see, price-wise, it is very “grown-up” as well! (A Chanel Aqualumiere lipstick costs 14.50.)

RMK and Paul & Joe seem to have been doing fairly well in the UK. I hope SUQQU gets the marketing right and does well too. I certainly need more Japanese products here!

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