_Japanese Brand Profile

Japanese Cosmetics Focus: Ettusais

by PJ on Friday, January 8, 2010

in _Japanese Brand Profile, -Ettusais, all about Japanese cosmetics, makeup, makeup - base makeup, skincare

(image from www.ettusais.co.jp)

It has been a while since I last added an article to the “Japanese Brand Profile” series, and today I am going to talk about Ettusais.

Ettusais was launched in 1991 and I believe it is still owned by Shiseido. The name of the brand comes from “Et tu sais?” (“And you know?”) in French. The brand includes skincare, bodycare, base makeup, and point makeup products. The Ettusais Homme sector features an extensive range of male grooming products.

One area that Ettusais focuses on is the skincare regime for those with acne-prone skin. Quite a few years ago, I purchased a trial set of basic skincare products for acne-prone skin. The set included a gel makeup remover, a face soap, a toner, and a moisturizer, and I later on purchased full-sized products of the makeup remover and the face soap.

(I don’t think I would be able to use the face soap now, since my skin is less acne-prone than how it used to be and I live in a generally cooler and drier climate. Most face soaps would be far too drying for me now.)

Ettusais’ current makeup remover designed for acne-prone skin is Medicated Acne Gentle Make Off, which is a cleansing oil. I have been using RMK’s Cleansing Oil for many years, and I am quite interested in seeing how well this one works.

(Medicated Acne Gentle Make Off)

Many of Ettusais’ base makeup products are also designed for those with acne-prone skin. Some of the products are claimed to be able to neutralize redness and to make the skin look smoother and more polished.

One item that I have tried is a yellow-toned concealer which is able to neutralize redness. It is applied on redness-prone areas such as the nose and the cheeks. The texture is a little bit too much on the thick side for me, but the coverage is natural and long-lasting. The current version is called Flat Design Color Changer (SPF 12, PA++).

(Flat Design Color Changer)

Ettusais’ point makeup range includes basic as well as vibrant colors. The packaging is simple and youthful. You can see Ettusais’ spring 2010 collection here.

(Ettusais Eye Colors)

Over the years, Ettusais seems to be doing steadily well. I like the fact that the brand didn’t reach success through glamorous ad campaigns or fancy packaging. Apart from the brand’s clear identity (skincare/makeup items for acne-prone skin), the reasonable pricing may be one of the reasons for the brand’s popularity. (Melty Touch Rouge, new for spring 2010, is priced at 1890 JPY (12.7 GBP/ 20.4 USD).)

(one of Ettusais’ retail points in Hong Kong)

According to Ettusais’ official website, apart from Japan, Ettusais is available in Hong Kong, Taiwan, Thailand, Singapore, and Malaysia. Ettusais’ Japanese official website offers on-line ordering but it is only available to customers in Japan.

Other posts in the “Japanese Brand Profile” series:

Mamew

Kanebo Freeplus

Sony Vecua

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New Japanese Beauty Line: Cosme Decorte Maquiexpert

by PJ on Monday, September 14, 2009

in _Japanese Brand Profile, -Cosme Decorte, -Kosé, -Maquiexpert, 2009 Fall, all about Japanese cosmetics, makeup

(image/info from www.isetan.co.jp)

On October 16th, Kosé’s Cosme Decorte will launch a new line, Maquiexpert. The debut lineup includes base makeup and skincare items.

The line has a minimal and professional look. The packaging is very Giorgio Armani, and Covering Makeup Foundation (above) reminds me of Max Factor’s pancake compact foundation.

Maquiexpert’s debut lineup includes:

– Covering Makeup Foundation (10 shades, sponge sold separately)

(images/info from www.joseishi.net/voce)

– Face Powder

– Covering Makeup Base

– Textuner (primer)

– Deep Cleansing Oil

– Balancing Mist

Maquiexpert’s price point will be somewhat similar to those of Jill Stuart and Lunasol. Both Covering Makeup Foundation and Face Powder retail for 5250 JPY.

A limited-edition debut kit was available in Isetan Shinjuku in Tokyo from September 6th to 10th. Also, you can check out this post on a Japanese blog for the promotional image of the line.

Cosme Decorte Magie Deco Fall 2009 Collection

Cosme Decorte AQ Fall 2009 Collection

New Japanese Beauty Brand: Addiction

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Japanese Cosmetics Focus: Sofina Hada.ka

by PJ on Friday, July 31, 2009

in _Japanese Brand Profile, -Kao, -Sofina, all about Japanese cosmetics, skincare

(image from www.sofina.co.jp/hada-ka)

After I posted about Sofina’s Beauté skincare line, one of my readers, Ming, requested that I write about Hada.ka, one of Sofina’s other skincare lines. Here is a brief overview of the line.

Hada.ka was launched a few years ago and is available at Sofina counters in Japan and Hong Kong. The line is targeted at consumers in their twenties with unstable skin conditions due to various factors such as lack of sleep and stress. The key product of the line is Deep Boost, which is used after the cleanser and before the toner. It is supposed to facilitate the absorption of the toner and whichever is applied afterwards and to help the skin stay optionally hydrated.

(Some other Japanese skincare brands/lines also feature products that are used before a toner. (I call them pre-toners.) Most are for deep hydration and some (infused with ingredients such as AHA or BHA and used with cotton pads) are wipe-off exfoliators.)

Here is the current lineup of Hada.ka (with notes on whether a product is for morning/night/both):

– Makeup remover:
Skin Reset Oil Cleansing (night)

– Face wash
Skin Reset Washing Foam (morning/night)

– Massage serum
Refining Massage (night)

– Skin softener/texturizer (used before toner)
Deep Boost (morning/night)

– Toner
Aqua Charge Lotion (morning/night)

– Moisture serum
Night Moist Solution (night)

– Emulsion
Deep Moisturizer (night)

– Emulsion/sunscreen
UV Protect Moisturizer (morning)

(Aqua Charge Lotion and Deep Moisturizer are available in two versions for different skin types. Also, UV Protect Moisturizer is available in two versions, one with SPF 24 PA+++ and one with SPF 50 PA+++.)

Prices of Hada.ka’s items are similar to those of Sofina’s other skincare lines. For instance, Deep Boost (180ml) retails for 2835 JPY (about 30 USD).

I have not tried items from Hada.ka yet. If you have, do please let me know your thoughts on them. Thank you very much!

From My Treasure Chest – Sofina Aube Rouge Dressious

Sofina Aube Couture Fall 2009 Collection

Sofina Primavista Powder Foundation Moist Touch

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Japanese Cosmetics Focus: Covermark

by PJ on Tuesday, June 30, 2009

in _Japanese Brand Profile, -Covermark, all about Japanese cosmetics, makeup, makeup - base makeup

(images and info from www.covermark.co.jp)

Covermark was originally an American brand. It was founded by Lydia O’Leary in New York in 1928 as she developed a product to cover the birthmark on her face. (The product was named Covermark.)

In 1960, Japan O’Leary Corporation was established to distribute Covermark in Japan. The company was then separated from O’Leary Coporation in 1992 and became independent. It started to formulate and produce new base makeup products.

Covermark Japan also carries basic point makeup and skincare items. The latest skincare range is the Cell Advanced range. However, Covermark has always been famous in Asia as a base makeup brand.

(The original US Covermark site can be found here, and you can read more about the history of the brand here.)

(Covermark Basic Formula,
in 23 shade, SPF 33, PA+++)

The Covermark Basic Formula (above) is based on two of Covermark’s original products, Covermark S and Excellent Covermark E. It is a paste-type foundation which is able to create a full coverage.

Some of Covermark’s other popular products include Moisture Veil (the brand’s only powder foundation at the moment), Soft ES Pact (also with a paste consistency), Essence Foundation (cream foundation), and Essence Foundation Liquid (liquid foundation, seen at the top of the post).

Covermark is currently available in Japan, China, Hong Kong, Singapore, Taiwan, and Thailand. (Check out the English site here.)

I have not had a chance to try products from Covermark yet. If you have, do let us know what you think. Thank you very much!

Japanese Base Makeup Week

SUQQU Clear Veil Powder

Remembering Raycious

New Japanese Beauty Brand: Addiction

by PJ on Thursday, May 28, 2009

in _Japanese Brand Profile, -Addiction, -Kosé, 2009 Fall, all about Japanese cosmetics, makeup

Since I started my blog in November 2006, we have seen quite a few new beauty brands/ranges from Japan, such as Esprique Precious, Magie Deco, Coffret D’Or, Chicca, Primavista, Integrate Gracy, and Twany Glamacy. Soon we will witness the birth of another brand.

In a few weeks’ time, Kosé will reveal more information on Addiction, its latest department store brand since Jill Stuart (launched in 2005 and licensed under Kosé)*. The creator behind it is Japanese US-based makeup artist Ayako, who has worked with various fashion designers and photographers including Karl Lagerfeld and Annie Leibovitz as well as celebrities such as Naomi Campbell and Penelope Cruz.

The brand will be launched at Tokyo’s Isetan Shinjuku this fall and then expanded to a few more department stores in Tokyo and Osaka.

The launch lineup will feature 27 products in 108 items/shades. The eyeshadow singles and lipsticks will retail for 2100 and 2940 JPY respectively.

Fans of Japanese cosmetics might immediately be reminded of Japanese makeup artist Rumiko, who is also US-based and started RMK in the 90s. (It is owned by Kanebo.) It has been a very popular brand over the years, and I look forward to seeing how Ayako can emulate Rumiko’s success, especially in today’s economy.

There are no product images at the moment, but I expect there to be some in the coming weeks. I will try my best to keep you posted.

(information from www.nikkei.co.jp and www.business-i.jp)

* Esprique Precious (launched in 2006) and Magie Deco (launched in 2007) are launched after Jill Stuart, but Esprique Precious is sold at Kosé counters and Magie Deco is available at Cosme Decorte counters in Japan. They are considered to be among the various makeup ranges of Kosé and the Kosé-owned Cosme Decorte respectively. On the other hand, I am assuming that, like Jill Stuart, Addiction will have its own department store counters with its own fully-fledged brand identity.

Updated on June 10th 2009:

Please have a look at this post for images and further information.

Updated on June 16th 2009:

Please check out this post on Voce’s blog for photos taken at Addiction’s press launch.

Updated on July 8th, 2017:

Read my review of Blush in 04 Amazing.

More on some of the new Japanese beauty brands/ranges in the last couple of years:

Coffret D’Or (Kanebo)

Twany Glamacy (Kanebo)

Chicca (Kanebo)

Magie Deco (Kosé)

Integrate Gracy (Shiseido)

Primavista (Kao Sofina)

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Japanese Cosmetics Focus: Sofina Beauté

by PJ on Friday, April 17, 2009

in _Japanese Brand Profile, -Kao, -Sofina, all about Japanese cosmetics, skincare

(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!

Japanese Cosmetics Focus: Kanebo Freeplus

Skincare Genre Focus: Whitening Products

Can’t Live Without – RMK Cleansing Oil

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Japanese Cosmetics Focus: Lissage

by PJ on Saturday, January 3, 2009

in _Japanese Brand Profile, -Kanebo, -Lissage, all about Japanese cosmetics

(image from www.lissage.jp)

It has been quite a while since my last Japanese Cosmetics Focus post. Today, I bring you Lissage.

Lissage was launched in 1992 and is owned by Lissage Ltd., which also owns ECM (which I talked about earlier) and Bath Tours. (Lissage Ltd. is currently owned by Kanebo Corp..) The brand currently carries skincare, makeup, fragrance, bodycare, and haircare products. (The haircare line seems remarkably extensive for a high-end Japanese beauty brand.)

Lissage used to focus on skincare, but the launch of the revamped base and point makeup ranges in 2007 (partly to celebrate the brand’s 15th anniversary) has re-positioned the brand in the Japanese beauty scene. Items like the foundation bases, Face Up Creamy Pact (compact cream foundation), Brush Up Foundation (powder foundation) and the multi-colored Blush Veil have been getting considerable magazine coverage in Japan.

(Face Up Creamy Pact)

(items from Lissage’s
Collagen Maintenance skincare range)

Lissage reminds me slightly of Twany Glamacy, another Kanebo line. The brand image and product packaging are never showy (and some would say very plain), but the simplicity and the low-keyness do have a subtle appeal for me.

Lissage is currently available in Japan (only) and the official website is for information only. In Tokyo, Lissage can be found in department stores such as Keio Shinjuku, Seibu Shibuya and Seibu Yurakucho.

You can see the post on Lissage’s fall 2007 makeup collection here.

Profiles on other Japanese brands:

Est

Sony Vecua

Elégance

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Aube Couture Launches in December

by PJ on Friday, November 14, 2008

in _Japanese Brand Profile, -Aube (Couture), -Kao, -Sofina, 2009 Spring, all about Japanese cosmetics, makeup

(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.

Remembering Raycious

Primavista Powder Foundation Moist Touch

Holiday Flashback: Sofina Aube Astral Rouge

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Japanese Cosmetics Focus: ECM

by PJ on Wednesday, October 8, 2008

in _Japanese Brand Profile, -ECM, all about Japanese cosmetics, makeup, skincare

(all images from ecm-cosme.jp)

ECM is a relatively young brand launched around two years ago. Owned by Lissage Ltd. (which is part of the Kanebo Company), ECM is unique in the sense that it started out only with a base makeup line and then recently branched out to skincare.Now ECM also features a fragrance, but the brand is still best known by far for its array of base makeup items, all packaged in deep magenta cases. The range includes primer, cream foundation, two-way foundation, loose powder, concealer (in cream and crayon forms), and a pressed powder specifically for covering pores.

(ECM base makeup lineup)

The first time that ECM caught my attention was in 2006 when its Tsuya Cream Foundation was chosen as Foundation of the Year by beauty experts for Japan’s FRAU magazine. One of the experts described it as “the queen of natural finish“.

(ECM Tsuya Cream Foundation)

I don’t usually wear a cream foundation, so I haven’t been very interested in it. But I think I will definitely check out the loose powder and the pore-covering pressed powder when I go to Japan again.

(ECM is available in Japan only, as far as I am aware. In Tokyo, it is available in Keio Shinjuku, Seibu Shibuya, and Seibu Yurakucho, among other places. The ECM website is for information only and does not offer on-line ordering.)

Beauty Shopping Guide – Tokyo

Japanese Cosmetics Focus – Kanebo Freeplus

Japanese Cosmetics Focus – Sony Vecua

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Kesalan Patharan Eye Color Palette S007

by PJ on Thursday, September 25, 2008

in _Japanese Brand Profile, -Kesalan Patharan, 2008 Fall, all about Japanese cosmetics, makeup, makeup - eyeshadow, stash focus

Last month, I mentioned that, being a lilac fanatic, I was very interested in trying Kesalan Patharan‘s Eye Color Palette in S007 from the brand’s fall 2008 collection. I have now tried it for quite a few times and I am ready to share my thoughts with you. (A very brief brand profile of Kesalan Patharan is towards the end of this post.)

From left to right:
– medium lilac with sparkles and some very slight iridescence
– light blue with fine shimmer
– semi-matte aubergine with sparse shimmer

(All shimmer and sparkles are multi-colored.)

First of all, I have to say I am disappointed with the lilac. The powder seems to be on the dry side and lacks adherence to the skin, and it takes some layering to get the color on the eyelids. After that, as I try to gently blend the color, the sparkles start to come off a little. Throughout the day, the finish gradually turns dull and somewhat muddy. It certainly does not look like what you see in the pan.

On the other hand, the other two shades actually perform a lot better. I usually wear a light wash of the blue to go with the lilac, and the color shows up nicely and stays well (no turning dull). I don’t have any problem with the application and the staying power of the aubergine lining shade either.

It is a huge pity that the lilac doesn’t have an optimally flattering finish. Otherwise, this would be a beautiful and easy-to-wear palette and the coloration of the lilac should be very similar to the stunning one in Lunasol’s Sheer Contrast Eyes in Lavender Coral (which still reigns supreme as one of my favorite lilac palettes).

I thought I might talk a little more about the brand here. Kesalan Patharan is one of the few Japanese beauty brands that have an image of a professional beauty line. One of their best-selling products, I believe, is Sheer Micro Powder. It was chosen by Biteki readers as their favorite loose powder (in the February 2007 issue). It also happens to be the loose powder I have been asked about the most by my readers.

(Kesalan Patharan Sheer Micro Powder)
(image from www.kesalanpatharan.co.jp)

I have not used it, but I have been interested in it for a while. (One of my readers, Tammy, left a comment on this powder last year. You can have a look here if you are interested.)

(Kesalan Patharan is sold in Japan and some other Asian countries. Its official website is for information only and does not offer on-line ordering.)

Coffret D’Or 3D Lighting Eyes in Purple Variation

Chanel Quadra Eye Shadow in Stage Lights

I Love Colors – Lilting Lilac

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