[Direct Tech Co., Ltd.]
GISELLE of the Korean idol group “aespa” who made her debut in Japan this year has been appointed as the brand muse! Cosmetic brand “EITHER&” from Seoul, Korea
Simultaneous release in Japan and Korea will start from Friday, September 13, 2024
*Direct Tech Co., Ltd.*
Press release: September 9, 2024
**
GISELLE of the Korean idol group “aespa” who made her debut in Japan this year has been appointed as the brand muse! Cosmetic brand “EITHER&” from Seoul, Korea
Simultaneous release in Japan and Korea will start from Friday, September 13, 2024
*Contains more than 60% beauty ingredients, such as “AI cushion” that does not crumble*
Direct Tech Co., Ltd., a BRANDING PRODUCE COMPANY (Head office: Minato-ku, Tokyo, President and CEO: Shintaro Inoue, hereafter Direct
Tech) will launch the cosmetics brand “EITHER &” from Seoul, South Korea simultaneously in Japan and South Korea from September 13, 2024 (Friday). “EITHER &” has a lineup of makeup items, including “AI Cushion,” which contains over 60% beauty ingredients and is hard to fall apart.
GISELLE, a member of the popular Korean idol group “aespa” who made their debut in Japan in July, will be appointed as the brand muse. EITHER&official website: https://eitherand.jp/
“EITHER&” is “highly functional skin care ring makeup for ideal base makeup” Based on this concept, we will develop products such as “AI Skin Cushion” that creates perfect skin just like AI, as well as tone-up base that leads to smooth skin.
■With a superhuman unbreakable cushion foundation, we aim for perfect AI-like beauty.
In today’s world, where processing apps have become popular and AI processing has become possible, the level of beauty that people seek continues to rise. This item, which is unnecessarily perfect and gives you superhuman beauty, is commonly referred to as the “AI Cushion.” It was born from the desire to achieve the unrealistic skin of an AI avatar that everyone dreams of using just one cushion foundation. Enjoy the perfect AI skin that everyone will admire.
Brand movie URL: https://youtu.be/P9rTmuUdwMo
■”aespa” GISELLE appointed as brand muse
* 【profile】*
* aespa GISELLE *
Japanese member of aespa, 23 years old.
Aespa is a very popular girl group that has taken the world by storm with their high-level performance and high-level facial expressions, where all members are said to be in charge of visuals.
A multilingual genius who can speak Japanese, Korean, and English. She has such a unique atmosphere that the word “Giselle Power” has become popular among fans.
■Product lineup
* Pebble Glow Cushion l Pebble Glow Cushion*
*Clears skin tone and provides fresh coverage*
* A moisturizing glow cushion that keeps your skin looking just after skin care*
●Name: Pebble Glow Cushion
●Color: 17N Vanilla/21N Natural/23N Sand
●Price: Main product / ¥2.970 (tax included) Mini / ¥1,650 (tax included) ●Sales store: LOFT/PLAZA/@cosmeTOKYO・OSAKA
*Some stores may not carry this item. Please contact your local store for availability.
* ・Glow cushion for a glossy AI skin finish*
The moist formula with plenty of moisture adheres to the skin and naturally covers imperfections. A glow cushion that gives your skin a shiny pebble-like finish.
* ・Contains unique ingredient milk niacinamide*5*
Milk nutrients and niacinamide care for pores, eliminate unevenness, and give you smooth skin.
* ・10 types of hyaluronic acid *6 and cushion collagen *7 *
Contains over 62% of skin care ring ingredients, including
Contains 62.3% skin care ring ingredients and charges moisture every time you use it. Finishes with healthy skin that is glossy and transparent.
* ・Stamp Fit Fixing Formula *8 Long-lasting*
Small and evenly crushed micro cover particles adhere finely and evenly to the skin.
The double film layer adheres to the skin and keeps your makeup in place for a long time without having to retouch.
* ・Neutral tone shade to keep it fresh *9*
A neutral color shade*9 that is most stable for Asian skin tones.It contains sebom cut powder*10 and tocopherol*11, which is specialized in antioxidants, to prevent oxidation caused by oil and maintain a healthy skin tone for a long time. I’ll give it to you.
* ・Pore targeting technology *1*
Small, evenly crushed microparticles prevent skin clogging and powder caking, leaving your skin smooth and smooth.
*5 A concept ingredient name that contains milk protein extract and niacinamide together.
*6 Sodium hyaluronate, sodium hyaluronate crosspolymer, sodium acetyl hyaluronate, hyaluronic acid, potassium hyaluronate, dimethylsilanol hyaluronate, dimethylsilanol hyaluronate,
Hydrolyzed sodium hyaluronate, hydrolyzed hyaluronic acid,
hydroxypropyltrimonium hyaluronate
*7Purified water, 1,3-butylene glycol, 1,2-hexanediol, hydrolyzed collagen *8 Small and evenly crushed micro cover particles are applied finely and evenly to the skin, and the double film layer is strongly fixed to the skin surface, keeping the makeup in place for a long time without retouching.
*9The most stable color for Asian skin tones.
*10 Same as Sebom Control Powder
*11 Moisturizes deep into the skin, aids skin respiration and metabolism, and is effective in preventing wrinkles.
Pebble Blur Cushion l Pebble Blur Cushion
* Covers stains and pores as if they are blurred*
*Velvet finish cushion that gives a smooth finish that feels like bare skin*
●Name: Pebble Blur Cushion
●Color: 17N Vanilla/21N Natural/23N Sand
●Price: Main product/¥2.970 (tax included) Mini/¥1,650 (tax included) ●Sales store: LOFT/PLAZA/@cosmeTOKYO・OSAKA
*Some stores may not carry this item. Please contact your local store for availability.
* ・A matte cushion that gives your skin a fluffy and moderately glossy finish * Light and comfortable, adheres to the skin and covers imperfections. A matte cushion that gives you smooth AI skin without any unevenness.
* ・Contains unique ingredient milk niacinamide*5*
Milk nutrients and niacinamide care for pores, eliminate unevenness, and give you smooth skin.
* Contains Priming Essence *12 for pore-free and smooth skin* Moisture essence base, high refractive blur powder *13, embo powder *14, sebum control powder *15
A mix of 3 types of powder that thoroughly covers pores and unevenness.
* ・Stamp fit fixing formula *8 keeps it in place for a long time* Soft film former prevents pores and wrinkles from clogging, and patented fishing powder*16 powerfully applies to the skin’s surface. It stays in place for a long time without having to retouch your makeup.
* ・Neutral tone shade to keep it fresh *9*
A neutral color shade that is most stable for Asian skin tones, it contains sebom cut powder *10 and tocopherol *11, which is specialized in antioxidants, to prevent oxidation caused by oil and maintain a healthy skin tone for a long time. Masu.
* ・Pore targeting technology *1*
Pore cover gel fills in skin imperfections, and polyhedral hexagonal powder creates smooth skin with less noticeable pores.
*12 Moisture essence base with a mix of high refractive blur powder embo powder sebum control powder to thoroughly cover pores and unevenness.
*13Barium Sulfate
*14 (vinyl dimethicone/methicone silsesquioxane) crosspolymer *15 Material coated with silica (trimethylsiloxysilicate/dimethiconol) crosspolymer
*Manufacturer’s original material made by coating 16 titanium oxide with trimethylsiloxysilicate (film former)
* – Commitment to puffs – *
Both the Pebble Glow Cushion and Pebble Blur Cushion use carefully selected puffs that make AI skin a reality.
* ・Evenly covered with “4-layer structure”*
The inside of the puff has a strong film that prevents foundation from being excessively absorbed into the inside of the sponge, providing a thin and even coverage without the contents clumping.
* ・Secure coverage with a thin “water droplet” tip*
It helps you cover even the smallest areas, such as around the eyes, the sides of the nose, and around the mouth.
* ・Close-fitting cover with “Ruby Cell material”*
The soft and highly elastic material adheres perfectly to the skin texture, supporting makeup that does not come off easily.
* -You can also add bead accessories to the mini size-*
The mini size of the Pebble Cushion allows you to thread bead accessories through it, allowing it to be attached to bags, etc. You can also enjoy decorating it with your favorite design.
Pebble UV Tone-up Essence l Pebble UV Tone-up Essence
*Corrects dull skin tone and rough skin in one go*
*For bright and transparent skin*
●Name: Pebble UV Tone-up Essence
●Color: Skin bash, pure lavender
●Price: 30mL/¥2,640 (tax included)
●Sales store: LOFT/PLAZA/@cosmeTOKYO・OSAKA
*Some stores may not carry this product. Please contact your local store for availability.
* ・Tone-up base for clear, white skin*
A tone-up base whose transparent color blends naturally into your skin and naturally adjusts your skin tone, making it look like your skin is naturally bright.
The moist and fresh texture gives you a glow that feels like it’s coming from within.
* ・Adjust your skin tone gorgeously with the toning filter system *17* A toning color that is perfect for the dull and yellowish skin tones of Japanese people.
Adopts filter technology*18 that provides light and even coverage. It gives your skin a clear finish.
* ・Milk niacinamide *5, blue pearl protein *19, Phyto (PHYTO) Contains over 70% skin care ingredients such as squalane*20 for a moist and close fit*
Contains 70.93% skin care ingredients and feels moist and light, just like applying a serum. Apply with just your hands and your makeup will adhere perfectly without leaving any build-up.
* ・With sunscreen, primer, and tone adjustment functions, one product can be used for multiple purposes *
In addition to the priming effect that improves skin texture, it also has SPF50 /PA and high UV protection.
With a natural tone covering effect, this is a versatile base that can be used on the go.
* ・Available in 2 colors that are easy for Japanese people to use* Available in two colors: peach-based skin beige, recommended for all skin tones, and pure lavender, recommended for yellowish skin tones.
*17Same as filter technology
*18 Hexagonal powder resembling a snow flower smoothly covers pores, and the skin-friendly coating maintains a moist skin tone.
*19 Helps with excellent skin moisturizing effects and antioxidant care. (Purified water, hydrolyzed conchiolin protein, butylene glycol, 1,2-hexanediol)
*20Adjusts the balance of oil and moisture, giving a moist and glossy look. (Squalane)
MELTING SYRUP BALM
* Creates plump and voluminous lips with a glossy glow the moment you apply it * *Plumping Melting Balm*
●Name: MELTING SYRUP BALM
●Color: Spicy pink, icy blue
●Price: 1.5g/¥1,760 (tax included)
●Sales store: LOFT/PLAZA/@cosmeTOKYO・OSAKA
*Some stores may not carry this item. Please contact your local store for availability.
* ・Daily lip plumper that creates plump and voluminous lips with the ultimate shine*
A plumping lip balm with a melting texture that melts the moment it touches your lips, giving your lips a glossy, plump finish.
* ・Two types available: HOT & COOL to suit your taste*
Spicy Pink (HOT) is for advanced users who want a definite sense of volume.The vanillyl butyl ingredient*21 induces a stimulating sensation of heat and gives a sense of volume to the lips. The color is clear pink.
Icy Blue (COOL) is aimed at beginners who want a mild feel and a natural voluminous feel.The menthol ingredient*22 provides a pleasant cooling sensation and supports circulation, giving the lips a voluminous feel without irritation. The color is clear.
* ・With patented ingredients VOLU-FORM 23 and vegetable antioxidant oil 24, it melts into your skin and leaves you feeling plump and full* Care for your lips with volume using patented high-purity plumping ingredients*25.
Contains vegetable antioxidant oil*25 rich in polyphenols, which can deliver nutrients and lead to bright, healthy lips without dullness.
* ・Syrup-like texture that can be layered neatly even over lips* It is a clear color that is almost transparent, and even when applied over colored lips, it retains its original color and provides a glossy coating.
*21 Ingredients that help give a sense of warmth to the skin *22 An ingredient that is characterized by its refreshing cooling sensation, and has an astringent effect, a sedative effect, a cell activation effect, and an effect that promotes the penetration of the ingredients.
*23A high-purity plumping material used as an alternative material for fat grafting, and is useful for skin volume and elasticity care. (palmitoyl isoleucine)
*24 Contains various fruit oils rich in polyphenols to treat the darkening phenomenon of lips. (Apple oil, Raspberry seed oil, Canina rose fruit oil, Hypophaella rhamnoides fruit oil)
*25 Palmitoylisoleucine
■ Get a GISELLE sticker! novelty campaign
From the day of release, those who purchase one “EITHER&” makeup product*26 at participating stores will receive an original GISELLE sticker on a first-come, first-served basis. Ends as soon as it runs out.
Target stores: LOFT/PLAZA/@cosmeTOKYO・OSAKA
Conditions: Purchase at least one Either& makeup product at a participating store.
*26 Pebble Glow Cushion, Pebble Blur Cushion, Mini Pebble Glow Cushion, Mini Pebble Blur Cushion, Pebble UV Tone Up Essence. Direct Tech Company Profile
Direct Tech is a BRANDING PRODUCE that grows D2C brands using a unique method. COMPANY. Based on our own brand know-how developed in a variety of fields, we also provide one-stop support for brand growth as an agent. Company name: Direct Tech Co., Ltd.
Address: Akasaka Garden City 17F, 4-15-1 Akasaka, Minato-ku, Tokyo Established: November 2018
Representative: Shintaro Inoue
Business content: D2C business, D2C brand consulting business, D2C agent business
URL: https://direct-tech.jp/