K-beauty is massive in Japan, with brands such as Etude House and Innisfree becoming a staple of all Tokyo’s fashion and beauty Meccas, including the iconic Takeshita Dori and Shibuya 109.
These companies fit right in with Japan's penchant for cute cosmetics (like Shu Uemura's Pikachu collection from last year for example) as they have plenty of adorable character collaborations of their own. At the moment, Etude House are blessing us with a particularly lucky crossover to celebrate the new year.
The range is called ‘Lucky Together’, and it references this year’s auspicious animal. According to the Chinese zodiac, 2020 is the year of the rat, so as one of the most famous rodents of them all, Jerry has jumped in on this collection of New Year beauty, naturally accompanied by his longtime rival, Tom.
This comedic cartoon duo are an especially fitting match for the collection considering that the traditional legend of the Chinese zodiac also provides as explanation as to why cats and rodents are constantly at odds. Much like an ancient Chinese version of Tom and Jerry, the mischievous rat tricked the cat, causing him to finish the animal race in 13th place and be ultimately excluded from the 12-animal zodiac.
But Etude House’s cosmetics celebrate both adversaries with super cute character-adorned packaging. The collection includes original colors and products, as well as limited edition versions of the brand’s cult favorites, and beauty tools.
The Lucky Together Colorful Tattoo Tint and the Lucky Together Two Tone Cheek Dome series are especially cute thanks to the 3D character packaging.
There's plenty of both cool and warm colors to suit anyone, with a focus on pink and peachy hues which are having a moment in K-beauty right now. With a selection of matte, shimmering and glittery eyeshadows to choose from, there's even suggestions as to which season and skin tone they are appropriate for.
Currently a popular beauty tool for flawlessly applying foundation, Etude House have also released a playful take on a blending sponge, shaped like a wedge of cartoon cheese.
The whole collection is already out in Japan and will be around (while stocks last) until Jan 3. They can be chased up instore but watch out, some products are online exclusive.
If you’re not in Japan, don’t fear, the Lucky Together New Year cosmetics are also available on the Etude House international site.
Source: PR Times
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