Kanebo is getting colorful — but is also keeping benefit top-of-mind.
This story first appeared in the December 12, 2008 issue of WWD. Subscribe Today.
The Japanese beauty brand is set to launch Sensai Colours, a new treatment makeup line consisting of eye, lip and cheek items with formulas that draw on water and silk to address moisturization and impart a silk-like glow, according to Maiko Kitagowa, Sensai Colours marketing manager.
Each item in the line is designed to follow Japanese aesthetic ideals, such as Kasane kimono layering, that can be seen in the makeup line’s use of translucent hues. Kasane kimono layering, said Kitagowa, is a tradition where the layering of silk can reach up to 12 layers, each placed in a precise and symbolic order.
Sensai Colours consists of 22 items and marks the second go-around of the Sensai makeup renewal strategy, following the launch of its Fluid Foundation line in August.
Japanese makeup artist Hisano Komine collaborated with Kanebo for the new line, as well as for the foundation range.
Sensai Colours lip items consist of two ranges: Lasting Treatment Rouge and Deep Moist Shine Rouge. Lasting Treatment is offered in 18 shades and is formulated to provide long-staying, vivid color with pigments coated with kanten, a jellylike substance obtained from red seaweed and often used as a thickener in Japanese food. An “auto coating gel” in formulas is used as a silicone-derived liquid to moisturize skin. The Deep Moist Shine items aim to moisturize lips with a translucent film of color with Phyto Volumising Oil. It is available in 12 shades.
A Silky Lip Gloss in two shades, as well as a Lip Base with SPF 15, are also available.
Three eye shadow palettes have been created, each with four shadow choices. Shadows are infused with a “weightless moist glow factor, airy powder and layered amino pigments to ensure…radiant, translucent color,” noted Juliano Gomis, Kanebo Colours national training director. Highlight shades in each palette contain higher concentrations of weightless moist glow factor to cover a wider area, he added. There is also an Eyelid Base to prep the skin for color.
There are five Cheek Blush options available. Kanebo executives point out that the layout of the colors in the compact are a nod to the layering tradition.
Two eyebrow pencils, two liquid eyeliners, two eyeliner pencils and six lip liner pencils round out the line, as well as a fragrance-free Gentle Makeup Remover.
Products ship to stores in February.
Kanebo is sold in 36 outlets in the U.S., including Bergdorf Goodman, Takashimaya, select Saks Fifth Avenue and Barneys New York stores, as well as high-end perfumeries.
Kanebo had launched a color line in 2004, which was limited to eye and cheek items. In 2005, Kanebo launched The Lipstick, an antiaging lip treatment range. Sensai Colour will replace the existing Kanebo color collection.
Sensai Colour is projected to generate $1.5 million in its first year. Makeup comprises about 24 percent of the entire Sensai brand (which also makes and markets skin care). Executives expect the new color items could boost that by 1 to 2 percent, raising the category of color to $2.5 million to $3 million in the U.S.