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2019/08/29

  • News Release
  • Products

The prestige brand est releasing a high added value foundation
est THE GLOWING CREAM MAKEUP

On November 8, 2019, Kao Corporation (Michitaka Sawada, President) will be releasing a base makeup series (four items of ten types at prices ranging from 1,200 to 13,000 yen excluding tax) as part of restaging of the prestige brand est. est THE GLOWING CREAM MAKEUP will be developed into a foundation that represents the est base makeup series.

Background of the release

est will be restaged in November 2019 based on the concept of "Together Growing Beauty" to evolve into a brand that works with customers to search for and provide ongoing support for the distinctive beauty to which each of them aspires. est focuses on the energetic beauty that each person owns, such as the bone and facial structure and dynamic facial expressions. est THE GLOWING CREAM MAKEUP aims to bring out such beauty through base makeup.

Features of the products

est THE GLOWING CREAM MAKEUP is a cream foundation that fits the skin smoothly with a creamy texture like a skincare cream. Employing the watery glow formulation, it makes the uneven skin surface smooth and moist and creates a bright, beautiful skin.
In addition to the beautiful foundation finish, the formulation has been developed focusing on its feel on the skin after application. Compared to Kao's conventional est foundations, the makeup coating veil adheres to the skin softly and pleasantly like a skincare cream, leading to a comfortable feel.
An exclusive sponge with a unique round shape will also be released for applying the foundation. It allows the foundation to blend with light touches and create a glossy, beautiful finish that is difficult to obtain with hands.

◆Product descriptions◆

(The indicated prices are the manufacturer’s recommended retail prices)

Product name, type, volume, price Product features
est
THE GLOWING CREAM MAKEUP
*With an exclusive sponge
6 colors, 30 g,
¥13,000 each

This cream foundation spreads smoothly like a skincare cream.
The watery glow formulation creates an even, moist skin surface with a bright, beautiful luster.

- Contains serum (moisturizing) ingredients
(Ectoin , est's original ingredient ATP spiral*1)
- SPF 18, PA++
*1 Fucus Vesiculosus Extract, Polianthes Tuberosa Polysaccharide, Glycerin
est
MOISTURIZING LASTING PRIMER
1 type, 25 g,
¥4,200

This primer smoothens the skin with moisture and prevents roughness resulting from dryness, creating a moist finish. It makes the foundation stay for long beautifully.

- Uses original "highly adhering veil formulation EX"
- Contains serum (moisturizing) ingredients
(Sodium Hyaluronate , Chamomilla Recutita (Matricaria) Flower Extract, Eucalyptus Globulus Leaf Extract, Thujopsis Dolabrata Branch Extract)
- SPF 23, PA++
est
BRIGHTENING CONCEALER
2 colors, 1.8 g,
¥4,500 each

This brush-type concealer brightens dark spots and dullness around the eyes.
- Contains serum (moisturizing) ingredients
(Sodium Hyaluronate)
est
THE GLOWING CREAM MAKEUP SPONGE
1 type,
¥1,200

With its unique round shape, it allows the foundation to blend with light touches and creates a beautiful, glossy finish.

◆Date of release by sales locations◆
Japan: November 8, 2019
South Korea: Scheduled for 2019
Kao Hong Kong, Kao Singapore: Scheduled for autumn 2020

*This release is a translation of the release published in Japanese.

Media inquiries should be directed to:

Corporate Communications
Kao Corporation

+81-3-3660-7043
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