September 14, 2020
In Asia, collaborations between beauty brands and Anime or other cute drawn characters are common. It is very popular among young, and even older, women. The cute factor plays an essential role when buying cosmetics in Asia. The packaging has to be as beautiful and cute as can be to attract customers.
While in Europe or the US, these type of collaboration would be directed to teenagers or a very specific group of anime lovers, in Asia it is marketed to all generations. Big brands are not afraid to launch Anime collections with a very specific packaging, even if it is completely different from their usual image. They see it as a good opportunity to attract potential new customers and to convert them to loving the product and becoming regular clients through the collaboration.
These collections are also very lucrative. They are limited in time and stock so customers feel the need to buy immediately and sometimes in several copies because they know they won’t be able to find any more once stock is gone.
Here are a few of the latest collabs :