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The Inoui cosmetics line capitalizes on Japanese minimalist aesthetics. Still in production today, the collection features packaging reminiscent of traditional laquerware: its sleek, shiny crimson surfaces are produced via a complicated, multi-layered manufacturing process. The thinnest compact ever produced by Shiseido, the case trumpets its practicality through slenderness. The promotional campaign, which emphasized a woman’s individuality, was launched simultaneously worldwide—another first for Shiseido. Inoui
collection, 1977
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