MOTEMASCARA ONE Mascara by Yuji Tokuda

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DESIGN DETAILS
DESIGN NAME:
MOTEMASCARA ONE

PRIMARY FUNCTION:
Mascara

INSPIRATION:
MOTEMASCARA ONE is a groundbreaking mascara which adopts the development criteria of Formula One. Its concept and name “ONE=Only One” signifies its aim to be the world’s best. Formula One cars are not mass-produced. In this special stage they commit to each and every screw that goes into a car- this is why new technological innovations take place and bring evolution into the field of cars.MOTE MASCARA ONE was developed with a wish to bring this stage into the world of cosmetics, and pursuing the highest quality whilst thinking outside the box.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
MOTEMASCARA ONE is the top product in the MOTEMASCARA series, Japan’s best-selling mascara. Everything’s been re-examined—from the specs to how it’s made—and evolved to create an unparalleled mascara. Everything women want in a mascara is here. The package, made primarily from an "Endmineral," expresses a crystal polished to shine like a peerless jewel. The transparent materials, previously used only to make works of art, bring out a majestic sense of transparency.

OPERATION / FLOW / INTERACTION:
The product contains a natural mineral called "Endmineral” which generates minus ion and makes the eyes look awake, a quality that was never even asked of mascara. The finish of the mascara depends on the chemistry of bulk and brush- and therefore the lift up brush was created to match the bulk. It has streamlined body so that it’s easy to grip. We created the product design to express its high performance.

PROJECT DURATION AND LOCATION:
The product was released September 1, 2015, and its television commercial was aired at the same time. The Pop-up Store had been opened from 31 July, 2015 to 9 August, 2016. In addition, on the first day, 31 July, 2015, “FLOWFUSHI MATSURI”, the launching party of the product was held.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The bottle design has a simple and futuristic, streamlined look that can be placed into any make up bag. The clear material brings out a majestic sense of transparency, and was adopted for the first time for cosmetics, previously only being used to make works of art. MOTEMASCARA ONE is the top product in the MOTEMASCARA series, and it expresses a crystal polished to shine like a peerless jewel.

SPECIFICATIONS / TECHNICAL PROPERTIES:
W19 x D19 x H116mm

TAGS:
product design, luxury, cosmetics, mascara, streamlined, beauty

RESEARCH ABSTRACT:
Materials that previously only being used to make works of art was adopted for the first for cosmetics. It has streamlined body so that it’s easy to grip. We developed a product design that can optimize the product's high functionality. To create everything of it: its ingredients, product and package from scratch.We pursued the highest quality whilst thinking outside the box.

CHALLENGE:
The product was designed not for mass-production but for bringing out technological innovation and reform in the cosmetic industry by being particular about details.

ADDED DATE:
2017-02-23 17:42:39

TEAM MEMBERS (5) :
Creative Director : Yuji Tokuda, Art Director : Yuji Tokuda, Designer : Koji Fujii, Designer : Mayuko Kato and Producer : Takeshi Kitagawa

IMAGE CREDITS:
GRAPHIC PHOTOGRAPHER Takashi Suzuki
GRAPHIC PRODUCER Shinya Omi
GRAPHIC PRODUCER Mariko Abe
GRAPHIC PRODUCER Mayu Yamamoto
CG DESIGNER Mio Kawano

Visit the following page to learn more: http://flowfushi.com/one_limited/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
FLOWFUSHI Co.,Ltd.

PROFILE:
FLOWFUSHI is a small cosmetics company founded in 2010. Different from brands that find fame with flowery language―a common sight in the cosmetics industry―FLOWFUSHI develops products with a respect for the basics. It seeks to achieve a simple and powerful brand design by having everything from manufacturing to package creation and advertising planned and produced by the same design team. Product ideas and concepts first arise through designs, and advertisements use actual products to convey the greatness of FLOWFUSHI directly to the customer. To capture the hearts of women in a wide age range, we strive to evoke beauty and good cheer as part of our Beauty & Pop concept. FLOWFUSHI currently far outpaces its competitors as the market share leader in Japan

NOMINATION DETAILS

Motemascara One Mascara by Yuji Tokuda is a Nominee in Packaging Design Category.

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AWARD DETAILS

Motemascara One Mascara by Yuji Tokuda is Winner in Packaging Design Category, 2016 - 2017.



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