Kanebo lures 20-somethings in Japan with gold

Kanebo Cosmetics is aiming to make new inroads into Japan's 20-something market with the release on 16 December of its new champagne gold and shiny pink cosmetics range, Coffret D'Or (golden casket).

Consisting of 44 products, the range uses two new ingredients designed to enhance depth and radiance. Clear Pearl gives a translucent, dimensional effect with added depth, says the company, while Fruit Complex in lipsticks gives lips a healthy colour and fullness.

"Coffret D'Or offers a new vision for women who aspire to refinement, high quality, elegance and femininity, and who wish to raise themselves onto a higher plane," says Kenji Chsihiki, president of Kanebo, unveiling the new line.

"The development of Coffret D'Or has involved gathering together the expertise and technology that we have gained through many long years of research," he said. "I feel confident that we have managed to create a product line-up on an extremely high level in all the fields that make-up products are called on to satisfy, such as colour, texture, function and sensation."

The company is pushing its Fruit Complex compound hard - combining extracts from apricots, Japanese citrus fruit yuzu and raspberries - that stimulates blood circulation within the lips.