Sunday, March 11, 2012

AMY MASTURA LAUNCHES KOSE'S 40TH ANNIVERSARY COLLECTION

KEE@FSWMAG.COM

AMY MASTURA, 40, IS ONE OF MALAYSIA'S MOST FAMOUS AND RESPECTED FACES AND HER MUSIC CUTS ACROSS ALL LEVELS OF SOCIETY AND RACIAL BARRIERS. LITTLE WONDER THEN THIS ADORABLE SONGBIRD AND ACTRESS WAS CHOSEN BY KOSE, ONE OF JAPAN'S TOP COSMETICS AND SKINCARE BRANDS, TO BE ITS AMBASSADOR LAST MARCH 2011.
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Amy Mastura at the launch of Kose's Infinity collection. Both are 40 years old!
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Kose's Infinity series is taking the world by storm!


After participating in Asia Bagus song contest in Japan in 1993, she released her debut album in the same year and there was no turning back!

Fame and fortune came fast as a mere two years later, she won Most Popular Female Actress award! Her albums 'Amy Mastura' and 'Pujaanku' went Double Platinum while 'Puteri' went Platinum. She was also chosen to duet with American pop idol Tommy Page. Her acting career also went great guns, with 'Kuala Lumpur Universiti' in 1995 and 'Trajedi Oktober' two years later which was a big hit and established her as a Sweet Young Thing any guy would love to bring home to see mother.

In 1998 she starred in 'Puteri Impian' which reinforced her image as lovable girl next door the same way some Indian stars are literally idolised after acting as gods in Hindu movies!

In March last year, Kose picked her to be its ambassador, the first time a Malay woman was selected as Kose is popular among Chinese. But Amy Mastura looks a bit chinky sometimes! Anyway, she looks gorgeous for her age and she will be 41 this May 2012 and her complexion is still dewy soft and radiant, doubtless from daily usage of Kose.

Amy Mastura launched the 'Forever Radiant, Forever Young' campaign to celebrate Kose's 40th anniversary which was perfect as both ambassador and brand are the same age! How cool and auspicious is that? Of course I am younger but I won't hold that against Amy Mastura and I promise never to call her an old bag but she doesn't look it so she has nothing to fear.

The star of the show (apart from Amy herself) is the Infinity range which uses alpine plants like edelweiss and kokeiten which grow in severe conditions with high winds, drastic temperature changes, intense ultra violet rays and low oxygen---exactly the climate that will dehydrate, diminish and destroy my complexion! These plants not only survive but thrive! Hence they must possess certain qualities stored in their flowers, leaves and stems! All these goodies plus a Chinese plant cnidium officinale combine to release protective enzymes to insulate skin exposed to violent conditions found at 5,000 metres in the Swiss Alps and Himalayan plateaus!

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Amy Mastura looking good at 40
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Amy Mastura being quizzed by handsome emcee
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The party venue at MidValley
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Takanobu Shimbo, Managing Director of Kose Malaysia and Amy Mastura signing the deal
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A floral bouquet to seal the deal
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Holding court
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"These are the secrets to my youthful skin"
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Amy with Infinity
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Takanobu Shimbo knew his Infinity is in good hands
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Both concurred
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Just so you know how Kose counters look like
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The Infinity range works wonders!
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Fabulous at forty
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One for the road
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Interview with the media

HERE ARE THE DETAILS; INFINITY CLEAR FORCE 200mL

Retail : RM160

A mild alkaline wipe off beauty serum to wipe off old cornified layer that causes skin dullness and roughness. It is in a gel emulsion form, with high moisture and softening effect, toning to a soft skin and enhancing its translucency. Gentle usage with suppressed excessive abrasion. Refreshingly clears off dullness and roughness.

A wipe off beauty method, to meet a new skin.


INFINITY ASTRINGENT 160mL

The astringent lotion conditions and awakens every part of the skin texture by toning the skin with open pores, and creates smooth skin which enhances the look of the makeup. Provides moisture to skin damaged from UV-rays and sebum during the day, and maintains its translucency. Astringent lotion, which tones up the pore to prevent makeup from coming off

HERE ARE THE DETAILS;

Awakening Infinite Power of Your Skin

INFINITY

K O S É

It is said that we only use less than 10% of our innate ability.

It means that we leave 90% of our ability unused.

The same can be said in terms of "beauty".

Hoping to maximize the "power of women to pursue their beauty"

by drawing out the remaining 90% of such unused power,

KOSÉ created "Infinity".

Potential of unlimited beauty, represented in the name "Infinity".

KOSÉ believes that cosmetics that inspires both skin and mind

can make women glow from within and emerge with firm presence .

Find more beauty in you today than yesterday, tomorrow than today.


Focus of INFINITY

In order to enhance "color, texture and resilience of skin surface",

KOSÉ focused on "papillary layer / pillar fiber 'oxytalan fiber'",

the outermost layer of dermis, which is regarded as "base of skin".

Structure of Dermis

Dermis, made of papillary layer and reticular layer, is 20 to 40 times thicker than epidermis and supports epidermis.

Consisting of fibroblast cells, hyaluronan, net-like collagen fibers and elastin fibers, it maintains the form, intensity and retractility of dermis.

Papillary Layer

In papillary layer, complex capillary loops supply nutrition to epidermis.

Papillary layer is also involved with all skin functions (e.g. catching information transmitted from epidermis).

Functions of Papillary Layer

- To transmit resilience of dermis to the surface.

- To bring up and support basement membrane and maintaining thickness of epidermis.

- To protect basal cells.

- To mitigate external impact.

"Oxytalan fiber" becomes gradually friable as a result of aging and UV-rays.

Papillary layer

Damaged oxytalan fiber

[Concept diagram of oxytalan fiber and papillary layer]

epidermis

papillary layer

dermis

oxytalan fiber

- Resilience of dermis will not reach the surface.

- External impact will not be mitigated and the inner skin will be more fragile to damage.

- Epidermis will be thinner.

- Nutrition will not be spread to epidermis.

- It will be difficult to catch information from epidermis.

Skin Condition

o Skin will become less resilient and look withered and saggy.

o Skin will be wrinkled and skin pores will be more visible even by a small change in facial expression.

o Turn over will be delayed, complexion will be dull and there will be color uneveness of skin.


Main Compounded Components

"Kokeiten extract",

KOSÉ's original component, which enhances functions of pillar fiber 'oxytalan fiber'

Kokeiten is an alpine plant that grows naturally in the Himalayan Tibet Plateau. It grows in a severe environment where the altitude is 3,500 to 5,000 meters so that air is extremely dry and oxygen is thin and where UV-ray is intense and temperature difference is extreme. In order to adapt to such environment, Kokeiten stores various active components within itself.

o Antioxidant action

o Cellular activator action

o Effect to prompt fibroblast cells and renew dermal base

o Effect to prevent degeneration of protein which would cause changes in skin colors

o Effect to prevent degeneration of oxytalan fiber which would cause loss of skin resilience


"Edelweiss extract",

a rare and unique component which inhibits carbonylation of cornified layer

Edelweiss is an alpine plant that grows naturally in chalk grass fields of Swiss Alps at 1,500 to 3,400 altitudes. It possesses a system to withstand intense UV-ray, extreme difference in temperatures and humidity.

It prevents dryness which causes various skin troubles and "carbonylation (oxydation) of cornified layer" which is an underlying cause of dryness, and conditions bare skin to become moisture-rich with the feel of newly-born cells in cornified layer.

It also enhances ability of cornified layer to embrace moisture, which gives additional softness and resilience to the skin. It further maintains normal barrier functions and keeps skin at the best condition for a long time.


"Cnidium Officinale Water"

which enhances skin circulation

Cnidium Officinale is an apiaceous-family plant listed in the "Materia Medica of Deity of Agriculture", and has been used through the ages as a traditional Chinese medicine with high medicinal effects. Cnidium Officinale water is an extract of roots of Cnidium Officinale distilled by way of steam distillation.

Various effects such as improvement of blood circulation, calming / antibacterial properties, antiallergic properties, inhibiting effect for generation of lipid peroxide can be expected.

Cnidium Officinale water normalizes blood circulation and improves circulation of inner skin, thereby delivering moisture and beauty agents to every cell and leading to healthy and fresh skin.


INFINITY KOSÉ Oil Cleansing Cream N

120g, RM 158

Duration of Use: Approximately 1.5 months

[For both wiping-off and washing]

High-functional cleansing which grants skin with brightness, translucency and silkiness without discoloration.

Results on Skin

- Grants bright natural skin as a result of cleansing power of oil and skin care effect of cream.

- Removes impurities in pores and deep layers of skin and tired surface cells.

Texture

- Has soft and cream-like texture and spreads with a gliding touch. Is transformed to oil when blended with make-ups, which is a sign for the completion of cleansing.

- Grants skin moisture and smoothness after use.

How to Use

- Put the cream of a size of a cherry on your palm, without washing hands or face, and blend it gently with make-up such as foundation using finger tips.

- After that, gently wipe the cream off using tissue paper without rubbing skin hard, or wash it off with water or lukewarm water.

Person to Whom this Product is Especially Recommended

- Person who feels that her skin gets dry by oil cleansing

- Person who feels that her skin is rough or hard

- Person with dry skin

- Person whose skin color gets dull easily

- Person who prefers cream cleansing

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Kokeiten (Kokeiten root) extract

- Cnidium Officinale Water


INFINITY KOSÉ Tone Up Wash

120g, RM 138

Duration of Use: Approximately 1.5 months for morning and night use

High-functional washing cream which grants skin with brightness, translucency and silkiness without discoloration.

Results on Skin

- Whipped cream-like rich and elastic foams gently and securely washes off impurities.

- Grants fine textured bright skin.

Texture

- Washes skin with suppleness, protecting moisture.

- Removes impurities in pores and grants smooth skin after use.

How to Use

- Dampen palms and face with water or lukewarm water in advance.

- Put the washing cream approximately 2cm, foam it with a small amount of water or lukewarm water, and wash face with the foam gently as if giving a massage.

- After that, rinse well.

Person to Whom this Product is Especially Recommended

- Person whose skin color gets dull easily

- Person who feels that her skin is rough or hard

- Person who feels that her skin is stiff after washing her face.

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Kokeiten (Kokeiten root) extract

- Cnidium Officinale Water


INFINITY KOSÉ Lotion Concentrate 14

I Moist

II Very Moist

160g each, RM 238

Duration of Use: Approximately 1 month for morning and night use

Allergy Tested.

High-functional beautiful skin concentrate lotion which supports skin's function to maintain moisture in 14 cornified layers.

Results on Skin

- Fills deep skin with high-quality moisture and grants resilient and lively skin as if the skin has been taken care of with a steamer.

- Gives suppleness and firmness to the skin and creates shine that comes from within the skin, with long lasting moist feeling.

Texture

I: fresh and mellow

II: mellow and rich

How to Use

- Use after washing face.

- Pump 3 to 4 times on to a cotton or palm and apply to the skin by gently patting face.

Person to Whom this Product is Especially Recommended

- Person who feels that her skin is dry

- Person who feels that her skin is rough or hard

- Person who wants resilience and shine on her skin

- Person who feels that her skin color is dull

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Kokeiten (Kokeiten root) extract

- Cnidium Officinale Water


INFINITY KOSÉ Serum Completion

I Moist

II Very Moist

120g each, RM 238

Duration of Use: Approximately 1 month for morning and night use

Allergy Tested.

High-functional beautiful skin concentrate emulsion which revives resilience of the skin from deep within.

Results on Skin

- Grants shiny resilience emerging from deep within the skin.

- Grants healthy and bright skin with softness and without dryness or skin irritation.

- Quickly permeates to every cell of the skin and gives liveliness and resilience to the skin.

Texture

I: Smooth and moist

II: Rich and very moist

How to Use

- Use after application of lotion.

- Pump 2 to 3 times on to a cotton or palm and apply to the skin.

Person to Whom this Product is Especially Recommended

- Person who feels that her skin is dry and/or irritated

- Person who feels that her skin is rough or hard

- Person who wants resilience and shine on her skin

- Person who feels that her skin color is dull

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Kokeiten (Kokeiten root) extract

- Cnidium Officinale Water


INFINITY KOSÉ Cream Excellent

50g, RM 748

Number of Times for Use: Approximately 100 to 167 times

Feeling of enrichment, as if directly applying beautiful skin concentrate onto the skin.

The most luxurious cream.

Results on Skin

- Beauty cream which creates the finest skin. Pursuing effects on the skin, carefully selected ingredients for beautiful skin are created by emulsion of hyaluronan base and phospholipids.

- By enveloping various beauty ingredients compounded at high concentration by a special oil solution, such beauty ingredients allow long-lasting effect on the skin. That is why the skin in the next morning has everything women could wish for (i.e. moisture, resilience, smoothness, softness, shine).

- The moisture veil with resilience and absorbability creates "the finest skin" by the next morning.

Texture

- Smoothly and softly blends with the skin without a feel of oil. Gives the skin the feel of overwhelming superiority.

How to Use

- Put the cream of a pearl size (0.3 to 0.5g) on the attached spatula or finger tip and smooth it on the skin.

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Akebia stem extract

- Jarool extract

- Cnidium Officinale water

- Asian ginseng extract

- Hydrolysis yeast


INFINITY KOSÉ Eye Cream

20g, RM 268

Number of Times for Use: Approximately 100 times

Focusing on decrease in collagen.

Eye cream that creates firmness on skin around eyes.

Results on Skin

o Creates moist-rich firmness on skin, preventing minor wrinkles by elastic coating with hydrate and wrapping effects.

o Supports barrier function for skin around eyes, lifts skin, prevents minor wrinkles and sagging skin, and maintains youthful skin.

Texture

o Fresh and smooth touch that does not burden skin around eyes, a vulnerable and delicate area.

How to Use

o Put a small amount of the cream (the size of a grain of rice for each eye) on the attached spatula and spread it on skin around eyes with finger tips.

Put index finger and middle finger together again, move them from the inner corner of the eye, and separate the two fingers up and down to stretch wrinkles at the outer corner of the eye.

Give pressure in a spiral manner on minor wrinkles at the outer corner of the eye that are stretched with middle finger in (4) above (for each eye at a time; perform a set of (4) and (5) twice).

Make a V sign with index finger and middle finger, pinch the eyebrow, give pressure on face and head nerves to stretch skin between eyebrows, and move fingers through eyelid, and give pressure with fingers on temple area.

Put index finger and middle finger together, move them from an inner corner of the eye, lifting up the skin under the eye, and give pressure with fingers on temple area (for both eyes at the same time; perform a set of (2) and (3) twice).

Put the cream of the size of two grains of rice for each eye, and blend it gently with entire skin around the eye (for both eyes at the same time).

Additional Recommendation on the Use of Infinity Eye Cream

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Akebia stem extract

- Evening primrose extract (Oenothera biennis seed extract)

- Cnidium Officinale water

- Potentila erecta extract

- Hyaluronan

INFINITY KOSÉ Vital Comfort Mask

20ml x 6 sheets, RM 238

Steam, soften and energize.

Serum mask which brings firmness and translucency.

Results on Skin

- Steams and softens stiff cornified layers only in 15 minutes by sealing and steaming effects by use of one-of-a-kind film-coated sheet, thereby enhancing metabolic function.

- Makes alkali hot spring water and nine nutritious ingredients thoroughly permeate skin, and gives translucency, firmness and softness to stressed skin.

- Grants skin evenness and prevents skin irritation and dryness.

Texture

- Thick and velvety base gently wraps skin, and gives a feel of satisfaction by giving full moisture.

How to Use

- Use after washing face.

(1) Take out the mask and slowly unfold, holding two prominent parts.

(2) The mask has front and back. Put a bigger prominent part on right side of face, place the mask on face, make cheeks, skin around lips, sides of the nose cling firmly to the mask (be careful not to spoil clothes as the mask contains liquid).

(3) Solidly set the mask on face, especially for nose area and facial contour, using cuts of the mask.

(4) Leave the mask for 10 to 15 minutes, take it off, blend the serum with skin, pressing skin with palms.

Compounded Moisture Retention Ingredients

- Edelweiss extract

- Kokeiten (Kokeiten root) extract

- Acous calamus root extract

- Cnidium Officinale water

- Alkali hot spring water

- Poria sclerotium extract


INFINITY KOSÉ Realizing White XX

Eradicate dark spots from the roots with kojic acid.

A whitening serum is born aiming for glowing white skin.

A new whitening serum contains kojic acid which has a high whitening effect, blended with technology that delivers it to the roots of dark spots.

UV rays are not the only cause of dark spots.

It is said that increased melanin caused by aging, stress, and hormone imbalance, which is not excreted smoothly, is also a reason.

With INFINITY whitening serum, it is possible to protect the eye area and cheeks from persistent dark spots.

The added moisture and firmness will make ever-lasting beautiful skin a reality.

Made possible by KOSÉ, the pioneers of the beauty serum.

Skin will glow beyond your imagination.

With KOSÉ Original GL Kojic acid,

introducing a brand new Whitening Serum.

INFINITY KOSÉ Realizing White XX

[Non-medicated]


The world first* serum was made by KOSÉ

*As a special item called “Serum/essence” in the basic skincare category

1975, KOSÉ released a revolutionary skincare in Japan, with a hydrating effect added to the emulsifying effects of creams and lotions, that differed from all other skincare products in the market. It was a popular success for its creamy texture that was not sticky, and a reputation that a simple massage would result a beautiful skin made it a big hit. After that, a new skincare classification was implemented, and this product would be named “serum”.

At KOSÉ, we strive to improve our technology with pride, and continue to make products that are loved by women around the world.

Early 1970’s

Started product development to answer to the needs of the time. Focused on a type of moisture-retaining element NMF, the emulsifying agent of the amino-acid system that excelled in maintaining hydration.

November 1975

Developed an oil that resembled natural skin oil and introduced “Arphard R.C Liquid Precious”, make up that is creamy but not sticky.

February 1986

“Moisturizer” and “serum” were recognized and substituted the term “toner”, defined by a skincare classification system.

Finally, 11 years after “Arphard R.C Liquid Precious” was released, the genre “serum” was officially recognized.


[Reference Material]

What is kojic acid, the active whitening ingredient?

A naturally-derived active whitening ingredient that was discovered in Japan.

Kojic acid is a natural substance found in “koji (rice malt)” which is used to make sake and essential ingredients for Japanese cuisine like soy sauce and miso. It was discovered by the Japanese in 1907. After that, its whitening effects were researched, and in 1988, it was recognized as an active whitening ingredient. Kojic acid that is extensively purified with the use of biotechnology is said to have permeability that excels in comparison to other whitening ingredients.

Whitening agent in kojic acid does not allow melanin to form.

Mechanism of how melanin is produced

Tyrosine→Dopa→Dopaquinone→Dopachrome→Melanin

Cu2+ Cu2+

(Copper ion) (Copper ion)

Tyrosinase Tyrosinase

Approach approach

Kojic Acid

Melanin, the source of dark spots, is made in the melanocyte. The enzyme tyrosinase turns the clear and colorless tyrosine into a black melanin. The combination of kojic acid and copper ion has a suppressing effect on the function of tyrosinase. If the tyrosinase does not get active, melanin will not be made. This is the whitening agent of the kojic acid.


[Reference Material]

To the root of dark spots. The whitening serum approach.

When you are exposed to UV rays, genes that activate the melanocytes in the skin’s base layer are excreted and turn on the switch of the melanocytes, and the melanin starts to form. Melanin acts to protect the body, usually it is deoxidized and discharged with the metabolism. However, when too many are produced, pigment is deposited on the epidermis that result in dark spots and freckles. Other than UV rays, stress, hormone imbalance and aging increase melanin. Dark spots and freckles that are difficult to remove will form if melanin is not excreted smoothly and builds up in the epidermal cells. Realizing White XX uses a direct shooting base that relaxes the skin allowing it to penetrate deeply. Skin will become less vulnerable to dark spots as the kojic acid works on the cause of melanin development. As you will have moist and firm skin at the same time, it is also an effective serum for anti-aging care.

Dark spots increase with stress and hormone imbalance as well.

Genes that activate the melanocytes are emitted.

Melanocyte

Stress

Hormone imbalance

The Realizing White XX approach

A direct shooting base that relaxes the skin for effectiveness

Oleic acid derivative

Phospholipid

Edelweiss extract

Antioxidant (prevents the carbonylation (oxidation) of the cornified cell layer)

[Moisturize]

Cnidium Officinale water

Moisturizes, enhances circulation/enhances skin function

Peppermint extract

Represses melanocyte activating gene resulting from UV ray exposure

[Controls whitening environment]

Rhodiola Sacra extract

Antioxidant (Prevents degeneration of papillary dermis Oxytalan fibrae) [Improve wrinkles and sagging]

Prevents skin color change

GL Kojic acid Suppresses tyrosinase activity [whitening]


INFINITY KOSÉ Realizing White XX

[Non-medicated] 40mL RM 378

Usage: 66 - 100 applications

White skin, radiant from within.

Whitening serum approaching the root of dark spots.

(Effect on Skin)

Contains Kojic acid, the active whitening ingredient. Reaches the deep, persistent causes of dark spots to make translucent skin. Suppresses melanin production, and prevents dark spots and freckles caused by the sun.

The base with a remarkable affinity for human skin relaxes the skin to let the active ingredients penetrate deeply.

Provides moisture and resiliency to smooth out the skin, leading to firm, shiny skin without unevenness or dullness caused by dryness.

(Touch)

Fresh and velvety touch spreads over the skin, realizing soft firmness after its application.

(How to use)

As part of the morning and evening skin care regimen, please apply to the skin after using the toner.

Pump a small amount to your palm and spread on the skin especially to the problem area.

(Compounded Beauty Agents)

Koji acid (whitening)

Kokeiten (kokeiten root) extract [moisturizer]

Edelweiss extracts [moisturizer]

Cnidium Officinale water [moisturizer]


Beauty Care System

NIGHT Care Regime

CLARIFY

REPLENISH

NURTURE

REVITALIZE

Daily Basic Care

Support Basic Care

Special Care

CleansingWash -->

Lotion --> Emulsion

Cream

Mask

Serum

Eye Cream

Oil Cleansing Cream N Tone Up Wash

Lotion Concentrate 14 I/ II

Serum Completion I/ II

Cream Excellent

Vital Comfort Mask

Realizing White XX

Eye Cream

DAY Care Regime

CLARIFY

REPLENISH

NURTURE

REVITALIZE

Daily Basic Care

Support Basic Care

Special Care

Wash -->

Lotion --> Emulsion

Cream

Serum

Eye Cream

Tone Up Wash

Lotion Concentrate 14 I/ II

Serum Completion I/ II

Cream Excellent

Realizing White XX

Eye Cream


1 comment:

city said...

nice idea.. thanks for sharing...