First we had the Kabuki Face Pack, a skincare tool based on genuine Kabuki make-up. This was a hit and was followed by the Animal Face Pack (a charity model based on a real tiger and panda in Ueno Zoo) and Cats Face Pack (based on characters from the musical Cats), and then the Fashion Face Pack (inspired by the fashion of by Kansai Yamamoto).
Now the inevitable has happened.
We have the Hello Kitty Narikiri Face Pack.
This is exactly what it sounds like — a face pack that looks like the Sanrio character. (It’s not made by the same people as the Kabuki, Animal, Cats or Fashion Face Pack, though.)
Japan’s most popular and enduring ambassador of cute is now helping you look better by transforming you (narikiri) into the famous cat. One pack features two face masks, each one a genuine face pack that can improve your skin quality. There are three versions with different ribbon colors (red, pink, purple). The colors also have varying scents: red is rose, pink is cherry blossom, and purple is lavender.
Currently the Hello Kitty Narikiri Face Pack has limited availability at certain stores like the Sanrio souvenir shop at Tokyo Tower. A second set of Hello Kitty Face Packs is planned for early next year, though, which should have a wider release if these first ones are a hit. Look out for them in Japan Trend Shop.
Of course, there is already a host of other Hello Kitty merchandise out there, from vacuum cleaners to toasters, clothes, memory cards, cameras, and more.
And while there are certainly some strange-looking (but still theoretically functioning) beauty gadgets out there, it doesn’t mean the major Japanese manufacturers aren’t creating products for the industry.
Take Panasonic, one of the biggest producers of cosmetic tools and electronics. Its line of steamers and other skincare gadgets are very successful, and it has established itself as a leader in the field through marketing such as the series of “beauty tutorials” that play on the JR Yamanote Line in Tokyo.
The Panasonic Beauty Premium Booster Mask EH-XM10 is a new addition to its catalog. We were interested in this product because it combines both the skin steamer and beauty mask genres.
While there is an unmistakeable Darth Vader vibe to the publicity images, this is a hi-tech solution designed based on data collected from some 5,000 female research subjects.
You soak the mask’s water plate in water and then warm it on the stand, before setting it on your face for 10 minutes. You can also combine the gadget with regular cosme items, such as face pack sheets, which can be placed over the Booster Mask.
The Panasonic Beauty Premium Booster Mask EH-XM10 is available on pre-order from JapanTrendShop now.
Japan has its fair share of wacky but fascinating beauty gadgets. There are also lots of inventive cosme items too. For example, we’ve already had the Cats Face Pack, the Kabuki Face Pack, and the Animal Face Pack.
All these face packs were created by Isshin do Honpo and designed based on genuine characters.
Now comes the Fashion Face Pack by Kansai Yamamoto, which features two face packs recreating actual make-up used by the eponymous veteran designer in a London fashion show.
These were in turn inspired by Kabuki kumadori make-up, so this is very much a mixture of avant-garde art from both the past and present.
Isshin do Honpo calls the series the “Japanese Face” brand.
JAPANESE FACE is a cosmetic face pack brand that introduces uniquely Japanese faces to the world.
With illustrated sheet masks and carefully selected moisturizing lotions, consumers have fun wearing the masks and then enjoy the benefits of beautiful skin afterwards.
It is a new kind of Japanese souvenir that introduces the great Japanese culture to people around the world and here in Japan, as well.
The Fashion Face Pack by Kansai Yamamoto is available worldwide from JapanTrendShop. It officially goes on sale in select stores in Japan on September 21st, which is actually the same day that Japan’s first ever fashion show was held at Mitsukoshi in 1927.
We can’t wait to see what Japanese Face is next! Tengu, perhaps?
A little over a week ago people around the world began talking about a particular, and peculiar, Japanese beauty gadget.
Plus ça change, we hear some of you say.
But the Facial Fitness Pao Smile Trainer became the latest Japanese oddity to sweep the globe’s digital spheres not just because it is a rather unusual item but because its marketing prominently features Real Madrid football star Cristiano Ronaldo.
We’re not really sure of the connection between the biggest soccer player in the world today and a beauty gadget — surely Ronaldo of all people doesn’t need this! — but he appears in the posters and even a TV commercial.
Significantly, Ronaldo doesn’t actually try to use the Pao himself!
How does it work? All you do is pop the bar-shaped tool in your mouth and bob to swing it up and down. It will then help exercise your cheeks to give you a better, younger smile. The unique rhythmical technology is simple and charming, and has been created in consultation with experts so it’s intuitive but effective. You are meant to use it for two 30-second sessions per day and the balanced exercise created by the Pao apparently has a 94% success rate!
While a lot of people write these products off as more the usual “wacky Japan” nonsense — and it can understandably make expats in Japan angry that blogs like this even feature them — we think there’s more to it than that.
This is a genuine beauty gadget. But it is novel, bordering on the silly. The makers are aware of that and so, rather than risk being laughed at,they turn it into a marketing strategy. The silliness becomes if not part of the appeal, at least a way to gain attention and also to offset any unease people feel about these kinds of anti-aging products. It’s quite typical of Japanese companies to do this. Marketing for male baldness is also quite tongue-in-cheek in tone and one major campaign a few years ago for hair loss services successively employed two famous comedians. Laughter can be a greater way of communicating.
Not all beauty gadgets do this. Plenty of massage tools and so on are marketed and sold in perfectly ordinary ways. But this also makes certain products like the Beauty Lift High Nose that are both unusual in their design, functionality, and (perhaps, by extension) their presentation really stand out.
The MTG has obviously spent a lot of money. Firstly, they snagged Ronaldo to front the ads and brought him to Japan for a promo event. Everything is well-made. The music in the videos and the bright visuals make it very slick and professional. They made a special Pao website and spent money on getting decent copy and photos done. Many Japanese beauty products often come across as even more bizarre because the marketing, while sophisticated if you accept our argument above, is nonetheless quite cheap and shoddy. But here MTG have also got some other actors and models involved — keen-eyed Japanophiles might have spotted the ubiquitous veteran foreign performer Ian Moore, from the Navitime ads — and invested in lots of advertising. For us, the results are less wacky Japan and more United Colors of Benetton.
On a final note, keep in mind that this is not just Japan. The BBC also recently ran a very “wacky Japan”-esque article about a Chinese beauty trend called the “face-kini”.
Japanese people like to dress up. Various commentators like to point to social phenomenon like cosplay (literally, “costume play”) as examples of how people seek escape in role-playing and dressing-up. This can be seen in all walks of life, from the sex industry to the unfortunate folk roped into dressing up as mascots at sports games, malls and almost any major public event across the land.
And so when we saw the Animal Face Pack, we weren’t in the least bit surprised. A face pack that turns you into a tiger? Why of course!
These are not just costume pieces and you won’t find them in Don Quijote. They are genuine face packs and we don’t wish to lessen their quality by drawing an analogy to cosplay, though it is tempting to ponder how much influence cosplay has on the Japanese cosmetics industry..
The Animal Face Pack has been created by Isshin Do Honpo, who previously brought the world the Kabuki Face Pack, the mask that improves your skin and turns you into a performer on the traditional Japanese stage.
The Animal Face Pack is similar, a brilliant and visually-arrested concept that takes a face pack, makes it more interesting and in the process turns you into an animal. The creatures in question here are a panda and tiger (it’s a set of two). But this hasn’t been done by halves, the makers have gone to Ueno Zoo, Japan’s most famous zoological garden, and found two popular residents to base their face packs on.
The results then are replicas of the faces of actual Ueno Zoo animals, Sumatran tiger Kunde and giant pandas Ri Ri and Shin Shin. But again, it’s not just a gimmick — the face packs contain water, glycerine, BG hyaluronan, hydrolysis collagen, water-soluble collagen, and vitamin C — and the intention is sincere, since part of sales are being donated to the animals’ upkeep at Ueno and also to protecting pandas and tigers in the wild.
Charity. Cosplay. And cosmetics. You can’t argue with that combination!
Do you remember in the 1990′s when everyone wanted to have Jennifer Aniston’s “The Rachel” haircut? Well, right now in Japan girls are also trying to copy a look. Nothing new in that, except this “copying” itself has become the trend.
It is called monomane meiku, literally “imitation make-up”, and involves the use of both cosmetics, hair styles and strategic face masks to turn yourself into popular models or celebrities.
TV personality Zawachin (21), aka Kaori Ozawa, started things off by posting pictures on her official blog where she impersonated famous people’s look, especially former AKB48 idol Tomomi Itano. She attracted such a following that a talk event in late April attracted 300 women, many of whom were wearing her signature face mask and make-up.
Japan is an imitation culture. The idea of mane is ingrained, from cosplay (dressing up as characters, typically from anime or manga) to fake food samples in restaurants and the way Japan has long imported, assimilated and then reproduced (with changes) foreign ideas and objects, from weapons to cooking.
Combine this with a strong native idol culture, where on top of “idols” like AKB48, models, actresses and singers also attract a following for being talented or attractive, but also for representing a certain kind of look that female fans want to acquire. This means that fashion models regularly release books and get thousands of hits on their blogs where they post pictures of their look that day (along with their lunch).
Zawachin can transform herself into actress Keiko Kitagawa, singer Kyary Pamyu Pamyu, figure skater Mao Asada, model Miranda Kerr (who is very popular in Japan), and more. Her book “Zawachin Make Magic”, released in January and in which she gives tips on cosmetics, has sold 120,000 copies. Her blog, in which goes into detail about the transformation process, has at times attracted over 1 million hits a day.
Zawachin has a repertoire of 60 people, including even male pop idol group Arashi. She says that “monomane meiku is different to ‘monomane‘ (impersonation) since anyone can do it”. With the right techniques and know-how, apparently you can become a star.
According to the Nikkei Marketing Journal, Zawachin is inspiring people as young as five years old to get in on the trend.
So next time you see someone on the streets of Tokyo who looks like a famous singer or actress, think twice before asking for their autograph. It might just be Zawachin or one of her many disciples.
While Japan’s beauty and skincare product designers have produced no shortage of original and sometimes alarming-looking face masks, this might just be the most intriguing we’ve encountered in a while.
The Kabuki Face Pack comes as a set of two colorful masks that, like any standard face pack, work to rejuvenate your skin. However, here’s the difference: They also cast you as Kabuki actors!
Yes, as any glance at the visual design of the masks will reveal, the face packs come in red and blue inspired by the genuine makeup that Kabuki stage performers when playing two roles in the classics “Funabenkei” and “Shibaraku”.
Isshin Do Honpo Inc produced the Kabuki Face Packs with the cooperation of Ichikawa Somegoro, a real and respected Kabuki actor, and the design matches actual makeup used on the stage. After all, why should skincare be dull?
Meanwhile, if you’re suffering from hay fever at the moment, slip on a Doraemon face mask or these Hello Kitty Anti-Pollen Glasses. Whenever there’s an ailment or allergy, trust Japan to come up with a fun way to deal with it.
Japan is a country that seems to inspire more than its far share of stereotypes and myths. The overseas media is also complicit in perpetuating many of the images of Japan that make it seem weird, exotic and unfathomable. What irk the most are the ones that mold Japan as a nation of wackos with bizarre tastes in fashion, beauty, sex and entertainment. This isn’t just Japan; the western media continually likes to mock and belittle Asian countries. Would Psy have been such a hit if there hadn’t been a “weird dance” (actually originally very tongue-in-cheek)?
Here are five we particularly dislike and feel are wrong (in whole or in part), and also harmful and patronizing.
Yes, there are mascots — lots of them.
The Self-Defense Force has them, as does the police and even the Japanese Communist Party. Some days it feels like you can’t get away from mascot characters, on TV, advertising or merchandise. But that doesn’t mean people are stupid or only interested in something because of a mascot.
Mascot culture has been a big success story for regional tourism, hence why it has become something of a phenomenon in recent years. This is a fascinating social development and offers lessons in tourism. But also don’t confuse it with the idea that everyone in Japan walks around with mascot toys in their bags.
A nation of geeks
This links in with the mascot thing. Sure, manga and anime are popular here. hHwever, one of the biggest mistranslations and inaccurate use of language concerns the idea of “subcultures”. If we had a yen for every time we saw the words “anime subculture” in Japanese or English. More often than not, it’s being used incorrectly. What’s important here is how manga and anime are indeed mainstream — but in the sense that cartoons and comics are part of popular culture in America too. No one calls American geeks because of how successful “The Avengers” was, right? But the movie was seen by thousands of non-fans too.
What has changed in recent years is that certain types of manga and anime have risen in status — by which we mean subcultural content previously associated mostly with hardcore fans, especially science fiction. However, manga and anime itself is not a subculture. Quite the opposite: they are part of pop culture. So just because they are a visible element in Japan, it cannot be correlated solely with “geeky” culture.
The difference is that there is a whole wealth of anime and manga that can be enjoyed by adults too, not to mention the tens of thousands of titles specifically meant for older audiences (and we don’t mean “adult content” either). This is like how there are graphic novels and the likes of Robert Crumb in America, plus a quality Pixar animation is entertaining for all ages.
That’s what’s interesting; not that everyone in Japan is an otaku because they read comics even after the age of 18, but that there are comics that cater to predilections that go way beyond superheroes. If you look at the annual list of bestsellers, Japan has some of most varied reading tastes. What was the biggest box office hit recently in Japan? Yes, it was an anime. But it was Studio Ghibli’s “The Wind Rises”, which frankly is as mainstream as any Disney picture.
What makes us doubly angry is that “Cool Japan” is also getting it wrong, promoting a subculture — something for a select taste — as representative of all that’s good about Japan. And so we have embarrassments like AKB48 (not even a true example of genuine otaku culture anymore) performing at the ASEAN gala banquet.
We have been guilty of helping with this myth ourselves. Sure, there are some bizarre beauty gadgets in Japan. But they are genuine skincare and health tools, no matter how odd the pictures sometimes look. From electric nose-lifters to face sliming mouthpieces, there is a whole pantheon of frankly visually alarming gadgets out there. But we actually think these are pretty amazing and not just to be scoffed at.
Either way, they are unusual items that are used by a minority of people. It’s not the case that everyone women is walking around with wacky mouthpieces jutting out of their jaws in a quest to retain their youthful beauty.
And at the end of the day, the beauty trends that should really be grabbing the headlines are the amazing quality of Japanese cosmetics and make-up, from Shiseido to Kanebo and shu uemura.
The catalog of articles here would be notorious and too long to list, but the perennial claim is one of two extremes or even both at the same time: the Japanese are not interested in sex anymore, and/or they are super kinky and like to get their kicks at strange fetish clubs or through 2D characters.
There are extremes in every culture and we love how Japan, free of the notion of original sin and other moral hangups in the monotheistic world, is able to find a way for more unusual sexual customs to exist alongside the so-called mainstream. But they are just that: fringe elements. As healthy and often refreshing (if mind-boggling) as they are, the majority of men in Japan are not interested in pursuing anime girls or even Akihabara “idols”.
And we find it laughable this image that young people are not interested in sexual relations (any reporter who writes an article on this should go and visit a college campus or nightclub).
Japan is prohibitively expensive
Not so “wacky” this one but we still hate it always gets rolled out as a stereotype to explain how “opaque” and formiddable the lifestyle in Japan — especially Tokyo — is. Japan is not expensive. Sure, if you take the average apartment in America and Europe and compare it to a similar size in Tokyo, it will seem crazy. But no one lives like that. Things are compact in Japan (not small, compact) and you have to adjust your scale a little. In fact, it is far more affordable to live alone in Tokyo and go out for meals on a very regular basis than other cities.
What is expensive? Up-front fees for apartments, though this has improved recently. Some fruit and vegetables. Hostess clubs. Shinkansen bullet train tickets.
Everything else is pretty reasonable, not least because consumption tax is relatively low (it’s going up this spring, though) and prices have hardly changed in over ten years (the up side of the “Lost Decade”). You can shop at UNIQLO et al if you are on a budget and there is a host of great eating-out options for as little as ¥1,000-¥2,000 yen for a nice meal. Try getting an apartment for one, paying for daily transport costs, utility bills and going out half a dozen times a week in New York or a major European city… and then you’ll see what we mean.
And if don’t believe us, head over to Tokyo Cheapo for some tips on enjoying yourself in Japan on a budget.
Having conquered the female market, Shiseido is next targetting younger consumers.
It has created a beauty salon for kids since the children of today are the customers of the ftuture. The salon will foster cosmetic experiences for kids so they get used to and grow to respect and admire beauty consultants (and Shiseido) from an early age.
It’s not the first time Shiseido has turned its powerful eyes towards juvenile consumers with pocket money (or at least, with future salaries) to burn. It previously ran interactive seminars for kids to learn about beauty treatments and how make-up is made, as well as online portals introducing the brand and how to be “beautiful”.
At the beauty salon, beauticians will be on hand to teach kids how to make themselves more attractive and take care of their skin. There will also be “make-up camp” to try out cosmetics, and a nail care experience. Each “course” is limited to three or four participants each and lasts around fifteen minutes.