To commemorate the 20th anniversary of the brand, Kao's prestige brand "est" will collaborate with SOMA DESIGN creative director/designer Tamae Hirokawa to release a limited-edition 20th anniversary design bottle for "est The Lotion" in collaboration with the brand's creative director/designer Tamae Hirokawa on October 2, 2020. Also on the same day, limited-edition special 20th anniversary kits for est's premium line "est GP Cycle Serum Care" and est's special care item "Biomimesis Veil" will be released.

[Design concept]
The special 20th anniversary design is a collaboration with Tamae Hirokawa, who continues to pioneer the possibilities of fashion for a new era, inspired by the laws of the universe hidden in plants, cells, and the natural world. The design evokes the moment when the infinite possibilities hidden within break free and soar into freedom. The 20th anniversary logo is an image of a butterfly soaring into a new, undiscovered self. We aspire to bring out the natural vitality and infinite potential of each and every individual. This is the aspiration behind our brand identity.

[est The Lotion]
est The Lotion was developed in 2017 with the goal of "helping women living in harsh, dry environments maintain moisturized skin." It is est's ultimate toner, which has won numerous best cosmetic awards. Focusing on "ectoine," an ingredient produced by extremophiles*1 that retain moisture even in desert salt lakes, this moisture-retaining toner employs a "long-lasting keratin moisture-retaining formula" developed through a combination of over 30 years of unique moisture-retaining research.*2 *1 Halomonas elongata, discovered in the salt lakes of Egypt *2 Replenishes moisture in the keratin fibers of the stratum corneum, maintaining skin hydration [est] est was launched in October 2000 as a brand that aims to achieve the best possible beauty for each individual customer through Sofina's best products and counseling, based on Kao's skin science. Even now, 20 years later, we still value products that incorporate the knowledge of Sofina's thorough beauty research, and the counseling of our "Growing Partners" who continue to work closely with each individual's skin. Products, counseling, and customers. By building these three relationships, est will continue to evolve into a brand that realizes unseen beauty.

[Product lineup]
1) est the Lotion 20th Anniversary Limited Edition Design Bottle
Suggested retail price: 6,000 yen (excluding tax)

A lotion that keeps you moisturized even in harsh, dry environments.
It binds and holds moisture in the keratin fibers of the stratum corneum cells.
It moisturizes deep into the skin (stratum corneum) to leave it brighter and firmer.

2) est GP Cycle Serum Care 20th Anniversary Special Kit
Suggested retail price: 23,000 to 24,000 yen (excluding tax)
Purchase two or more GP Cycle Serum Care products and receive a Tamae Hirokawa collaboration design pouch as a gift
Eligible products: est Serum One [quasi-drug] for rough and irritated skin
est G.P. Conditioning Serum / est G.P. Enriched Serum


3) est Biomimesis Veil 20th Anniversary Special Kit
[Kit 1] Suggested retail price: 70,000 yen (excluding tax)
● Receive a Tamae Hirokawa collaboration design pouch, GP Cycle Serum Care mini size, and Veil Applicator with the purchase of the complete Biomimesis Veil set.


[Kit 2] Suggested retail price: 19,500 to 20,000 yen (excluding tax)
● Receive a Tamae Hirokawa collaboration design pouch with the purchase of Veil Effector or Veil Potion.

* Refills are also included. * Please ask a salesperson for information on the G.P. Line mini size.
* Offer will end while supplies last. *The displayed price is the suggested retail price. *Some stores may not carry this product.

[Tamae Hirokawa]
SOMA DESIGN Creative Director/Designer


Founded "SOMA DESIGN" in 2006. At the same time, she launched the design brand "SOMARTA" and participated in the Tokyo Collection. In addition to her solo exhibition "Tamae Hirokawa Exhibition: Lineage of the Body," she has also worked on numerous corporate collaborations, including the Canon [NEOREAL] exhibition, the TOYOTA [iQ x SOMARTA MICROCOSMOS] exhibition, and the YAMAHA MOTOR DESIGN [02 Gen-Taurs] exhibition. She is a recipient of the WIRED Audi INNOVATION AWARD.

■ Visit the EST brand website here:
https://www.sofina.co.jp/est/?cid=est_prtimes200803


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