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UK company launches colour cosmetics in Japan

By Simon Pitman , 03-May-2006

UK capsule brand, Taxi Cosmetics, has launched its 'passengers' colour cosmetics range in the Japanese market, marking the start of a campaign to increase the company's presence in Asia.

The company says that a distribution arrangement has been made to supply 100 Sony Plaza stores with the passengers line, which features eight shades of Lipgloss, as well as its 'all you need' mascara line.

The colour line has been developed to allow consumers to use products on their own or else for them to click together with another colour to create their own duo.

 

Likewise the concept has been developed to create maximum portability, tapping into women's desires to have flexible and interesting make-up concepts that can be applied on the move.

 

Capsule refers to the fact that taxi is a small, compact brand comprising 29 stock references right now.

 

"The concept was developed with portability in mind - our customers only wanting to take out with them 'essential' make up such as lipgloss and lipstick," said Pete Kelly, the brand's creator. "We sourced 'compact' packaging that was pocket/handbag friendly."

 

Marketing a product on the strength of its foreign roots can often go a long way towards giving it caché and ensuring its success with the fickle Japanese consumer.

 

In an effort to achieve just this all of the Taxi shades are named after famous London Streets or landmarks, including Pall Mall, Notting Hill and Covent Garden.

 

Kelly, who has worked on the development of a number of leading cosmetic labels, says that the brand's launch in Japan should act as an important 'launch pad' for the Taxi brand into the Asian market.

 

Taxi has worked with Tokyo-based distributor Asty to develop sales in that country, after it was approached by the company at Cosmoprof Asia in Hong Kong last year.

 

Kelly is now hoping to extend the company's presence in the Japanese market having anticipated a good start to sales in the country.

 

"We hope to add the remaining products in Taxi's range to their portfolio soon", Kelly said.

 

"We targeted Asia because European markets' growth is much slower. Japan was the first market that confirmed orders for the brand ahead of Hong Kong, Philippines and several other interested markets where we hope to launch soon."

 

Kelly also added that he had particular hopes for the Hong Kong market, as he sees this as being the gateway into the all-important China market.

 

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