Mayumi Sato.
A phenomenal long and winding queue of customers led to the Jill Stuart counter, which opened at Paragon department store last Friday.
Brand manager Mayumi Sato wasn’t surprised at the tremendous turnout as this is a familiar scenario to what happens in Japan.
“There is still always a queue when we launch limited editions,” enthused Sato, who boasts the kawaii (cuteness) synonymous with the beauty label.
Despite the long line, Thai “Jill Girls” (devotees of the brand) waited patiently to shop for must-haves such as a blusher equipped with a brush adorned with a Swarovski rhinestone.
“Happiness shows through the cheeks rather than eyes and lips, and the Mix Blush Compact gives women a ‘happy’ flush,” she said of the beauty philosophy.
The collaboration between Jill Stuart and Japanese cosmetic company Kose builds upon the belief that women are most attractive when they are in their transitional period — from girlhood to womanhood. The girlie cuteness and the allure of a grown-up woman inspire the Innocent Sexy concept associated with a pink and pastel palette.
A Jill Girl at the launch event.
The make-up allows a mix-and-match of colours just like Jill Stuart’s ready-to-wear collection, of which both product lines can be co-ordinated.
The American designer opened her flagship store in New York’s SoHo district, where she unveiled the first collection in 1993. Four years after, the fashion line went to Japan, where it gained the fervent support of young women who later became a fan of the cosmetics range introduced in 2005.
The beauty products also appeal to Thai women, noted Sato, as they rank No.3, after the Japanese and Chinese, in the number of visitors on the Jill Stuart Facebook page. The marketing potential led to the launch here of make-up and fragrances presented in bejewelled vintage-style packaging.
“The classic packaging reflects Jill Stuart’s love of vintage items and jewellery. The design extends to beauty tools such as the compact mirror and brush with a rhinestone charm,” she explained. Of the current collection, Sato loves wearing Red High Heels, actually a vibrant shade of the creamy Rouge My Dress lipstick, whose tube was designed based on vintage lace decorated with an arabesque pattern and a scattering of flowers. The cap features a Swarovski crystal and a J-emblem.
Evoking vintage jewellery, the case of Lip Blossom has a cap with a blooming flower motif that opens to reveal a secret mirror.
Gemstones further inspire the sparkling eye make-up created with Shimmer Couture Eyes scented with the Crystal Floral Bouquet fragrance.
Spritzing the best-selling Crystal Bloom releases floral top and middle notes while the base note is based on the Tutu accord that builds up and spills outs the sparkling blend of flowers and musk that expresses the gap between a girl and a woman based on the brand’s beauty ideology.
“Our cosmetics are particularly popular among women in their 20s but there’s no limit in getting the innocent and sexy look at any age,” said Sato.
This source first appeared on Bangkok Post Lifestyle.