With Japanese cosmetics, apart from the new lines springing up every now and then, an existing line sometimes revamps the packaging to keep things fresh.
Before being replaced by Aube Couture, Aube went through a few packaging revamps. About every two years, we would get a whole new Aube look. As the brand attempted to look and be more and more youthful and approachable, I have to stay I generally liked the packaging less and less. There was something about some of the older cases that really appealed to me.
I think I purchased Rouge Dressious in RS376 in 2001. At the time, the next Aube look had been introduced. It still featured dark-blue cases (with a gloss finish), but I think some of them (especially the lipstick cases) looked almost too streamline and simple. The old products, such as Rouge Dressious, were on their way out for good, and I thought I’d at least get one item and have it join my permanent collection.
(RS376 is an elegant deep rose-red.
The actual color looks cooler than it does in the photo.)
I don’t think this is how Aube looked when it was first launched, but it was how it looked when I first got interested in Japanese cosmetics and this is still by far my favorite Aube look. As “Aube” means “dawn” or “leaf” in French, I think the motif at the waist of the lipstick case was probably meant to be a leaf (even though it also looked like a tulip).
I absolutely love the gold details against the frosted dark-blue case. The case looks so classy and elegant and it also has a somewhat assertive air about it.
Now, Aube Couture is all about easy-to-use wearable makeup to create everyday looks, and the soft and amiable packaging was designed to help convey the brand message. But I think I will still miss the Aube that was glamorous, regal and sensual all at the same time.
Related posts:
From My Treasure Chest (1) – Dior Princess Ring
User-Friendly Makeup: Aube Couture
Aube Couture Early Fall 2009 Collection
by PJ on Thursday, March 19, 2009
in -Aube (Couture), -Kanebo, -Kao, -Lavshuca, -Sofina, 2009 Spring, all about Japanese cosmetics, makeup, seasonal makeup top 10
(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.
Related posts:
Aube Couture Summer 2009 Collection
Lavshuca Summer 2009 Collection
(images and info from www.joseishi.net/voce)
(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:
Remembering Raycious
Primavista Powder Foundation Moist Touch
Primavista Spring/Summer Base Makeup Collection
(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.
Related Posts:
Remembering Raycious
Primavista Powder Foundation Moist Touch
Holiday Flashback: Sofina Aube Astral Rouge
(Gel & Shine Eyes)
(image from www.cosme.net)
Sofina Aube usually releases an early fall collection in June. This year, it will be released in Japan on June 14th, and it includes:
– Gel & Shine Eyes (above, six shades, limited edition)
– Rouge Purely Stay (10 new shades)
(image from www.cosme.net)
– Dual Color Eyeliner (six shades, limited edition)
(image from www.cosme.net)
– Coil & Comb Mascara (2 shades, water-proof)
(image from www.cosme.net)
The new Gel & Shine Eyes looks quite interesting. Each pot has a gel eyeshadow and a loose-powder eyeshadow in a coordinating shade. The gel eyeshadow is relatively sheer and provides a base for the sparkling loose-powder eyeshadow. I look forward to seeing the other four shades!
I will update this post when I have more information.
Updated on June 16, 2008:
Please check out this link for swatches!
More Upcoming Collections:
Coffret D’Or Early Fall 2008 Collection
Chanel Fall & Holiday 2008 Collections
(Sofina Aube Astral Rouge)
Sofina Aube Astral Rouge lip palette is among the first holiday items I have ever purchased, back in 2000. (Obviously I have not been using it for quite some time. But this very pretty item will always be among my permanent collection.)
(Sofina Aube’s original navy blue packaging)
Sofina Aube has gone through at least three major packaging overhauls, and the packaging of this palette reflects what Aube (Sofina’s color makeup line) used to look like around 2000, with a deep navy blue color scheme. (I do have to say I prefer the Aube packaging back in the “old” days…)
(loving the shades…and the star)
The palette includes four lip colors (wearable pink shades with various tones) and two lip glosses (a very sheer pink with minimal shimmer and a pearly white with more intense shimmer).
This palette does bring back memories of the occasions where I had some of these shades on. It is interesting that some of my makeup purchases punctuate the various phases in my life. I know it sounds slightly silly and overly sentimental, but I am sure you know what I mean.
I will bring you more of my past holiday items every now and then. But if you want more of them now, do stop by Musings of a Muse for some more past holiday delights.
Related Posts:
Holiday 2006 Items
(See what made the cut last year.)
Holiday 2007 Items
(See them at a glance!)
by PJ on Sunday, July 8, 2007
in -Anna Sui, -Aube (Couture), -Ayura, -Integrate, -Jill Stuart, -Kanebo, -Kao, -Kate, -Kosé, -Lavshuca, -Lunasol, -Majolica Majorca, -Maquillage, -Paul & Joe, -RMK, -Shiseido, -Shu Uemura, -Sofina, -T'Estimo, -Visée, all about Japanese cosmetics, makeup, readers' polls
Majolica Majorca, with cute packaging, good quality, and affordable prices, edged Shu Uemura out at the last minute to become A Touch of Blusher readers’ favorite Japanese makeup line!
Shu Uemura, one of the ultimate professional makeup brands, also captured the heart of many of you.
Lunasol, Lavshuca, and Kate (all by Kanebo) shared the third place.
Here is the full result:
What are your favorite Japanese makeup lines? (Tick all that apply!!)
(from June 27 to July 8, 2007)
Majolica Majorca (13 votes)
Shu Uemura (12 votes)Lunasol, Lavshuca, Kate (11 votes each)Paul & Joe (9 votes)Maquillage, T’Estimo, Jill Stuart, Anna Sui (8 votes each)Visee (3 votes)Aube, Ayura, RMK (2 votes each)Integrate (1 vote)
Other favorites mentioned include Inoui ID and Canmake. Great choices!!
Thanks for everyone that has voted and left comments!! There will be more polls to come. (Suggestions are welcome!)
(images/info from www.nikkei.co.jp)
