Japanese culture
The Japanese fashion and lifestyle brand has moved into the cosmetics arena with a Pokemon collaboration, geared towards the mass appeal of the cartoon culture.
Teaming up with the popular Japanese media franchise, lifestyle name, Its’Demo, has produced pocket-size foundation compacts, eye shadow palettes, face powder, nail polish and mirrors, along with a skin care line that includes hand cream and body butters.
New and old
Its’Demo and Pokemon, who have been in partnership since 2014, have released the cosmetics line to coincide with launch and popularity of the Pokémon GO.
The location-based augmented reality game, released by the Nintendo, Game Freak and Creatures consortium on 6th July 2016, evolved the brand and enabled consumers to interact and engage online through the app.
Capturing the appeal of both Millennial demographics, who played the offline card-based trading game, and new digital-based consumer bases, Its’Demo is maximising its target audiences.
All items are emblazoned with the iconic Pikachu character image. Its packaging increases the product’s seasonal relevancy by adopting a floral theme to represent its spring roll-out period.
With over 51 stores in Japan, Its’Demo strives to achieve ‘a bit of happiness’, ‘a bit of convenience’, and ‘a bit of help’.
Korean impact
Animals, cartoons and pop culture have proven popular with Korean audiences. With the K-beauty trend being replicated across the globe for mass-market appeal, Its’Demo has sought influence from its APAC neighbours.
South Korean beauty brand, Missha, has partnered with the Japanese lifestyle name to provide a make up cushion and compact to reflect the burgeoning influence of pop culture and K-beauty on beauty and cosmetics in the Japanese market.