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Kao to launch AUBE couture & makeup brand AUBE

Oct '08
Kao Corporation (President and CEO: Motoki Ozaki) on December 6, 2008 will launch AUBE couture (seven products, 42 items) with the renewal of AUBE brand. AUBE couture is a new makeup series that ensures women to apply the best makeup with their own hands. It also pursues "usability" based on the company's research on facial contour, while reviewing various issues which women are facing on applying their makeup.

Ninety percent of women feel "makeup sometimes does not fit well," when they put makeup by themselves. Some of the stresses women feel when they work on their makeup are: how to choose the right color for a lipstick that matches them; how to apply eye shadow with more than three colors; and how to evenly coat mascara. Kao has found that women face difficulties especially when applying their makeup and selecting right colors.

Such problem-conscious women tend to have a strong feeling "I want to become more beautiful through applying makeup." They are looking for better makeup method to become beautiful, and tend to be conscious about whether they are wearing a suitable makeup.

Against this backdrop, Kao began analyzing 5,000 faces with makeup patterns and found the best model for color, shape and texture that complements beauty to each facial part as lips, eyes and eyebrows. Moreover, Kao has commercialized it as a product that allows users to reproduce beauty by themselves with "easy to use and select" functions.

Designing Eyes is a type of eye shadow that comes in a palette with powder alignment for users to know at a glance which powder should be applied on which part of eyelids. It easily creates an ideal gradation that makes eyes look bigger and generates an impressive look in a natural way. Other items in the lineup are also designed with high usability.

The newly released lipstick Designing Rouge has been designed with a concept, "color that gives a good match with skin tone" and easily provides a good balance with overall makeup. Matching Japanese women's yellowish skin tone, "harmonize pearl (pearl in gold color)" was formulated as an ingredient in the product.

AUBE couture responds to the request of many women who have makeup problems but want to become more beautiful with superior makeup application.

Kao Corporation

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