Trends in Japan - CScout Japan Blog

Traditional craft meets modern glamour

Written by: Rebecca Milner on June 11, 2008 at 10:12 pm | In LIFESTYLE / FASHION, MARKETING IDEAS | No Comments

Centuries-old calligraphy brush manufacturer, Kumano Fude, has collaborated with the Japanese branch of American cosmetics company Max Factor to produce a new series of make-up brushes.

This “Pro Finish” collection uses 100% natural fibers and draws on Kumano Fude’s artisan brush making techniques. Kumano is a town outside of Hiroshima that has a long tradition of brush crafting and today 80% of all calligraphy brushes are made by collectives in this area. Fude is the name for the brush.

Being of “professional quality” and priced from ¥2,100 (lip brush) to ¥9,450 (face) the brushes are marketed at make-up artists, although they are sure to be coveted by more than a few amateur beauticians.

Natural cosmetics have been a major trend recently in the beauty industry and so has a general “back to Japan” movement over the past few years that has seen a number of health, beauty, and fashion products draw on traditional Japanese materials. The Pro Finish series fits in nicely with this, while getting an additional edge from Max Factor’s glamorous image.

Likewise, a number of fans of natural cosmetics, another growing trend, are taking interest in lipsticks created from the beni flower, a traditional Japanese cosmetic used by courtesans and geisha and can be traced to ancient China. Like fude, beni is made by craftsmen.

In other somewhat related east meets west news, Mattel International has announced plans to release a second limited edition Barbie doll wearing Hello Kitty fashion. Following the success of last year’s Hello Kitty Barbie (pictured right), the latest model, Hello Kitty Apple Tree Barbie (pictured left) will feature a Hello Kitty inspired outfit with an apple theme.