PINK AND GIRLY EVERYWHERE

Cuteness is at the heart of Japanese popular culture and Helena and I certainly noticed this in the form of cosmetic brands too. One example of this was at Jill Stuart, which was created by an American lady who has really tapped into the make up market over there selling Parisen-esque chic but very girly almost childlike in the way it is presented. Everything seems to scream girly pureness and innocence, and this appears to flow across a range of marketing ephemera from other brands, here I have just scanned in a few of them that also denote this girlish cuteness. In Japanese the word kawaii is used to explain the epitome of cute wihch is used almost like a compliment.

.Anna.