Daiso's THREEPPY rolls out a ten-item GirlsAward cosmetics collaboration nationwide
Daiso's variety-goods brand THREEPPY is rolling out a ten-item, idol-fronted cosmetics collaboration with the fashion event GirlsAward across every store nationwide — a low-cost beauty-aisle refresh that borrows the same idol-and-event playbook drugstores and department-store cosmetics floors use to chase the same shopper.
Daiso Industries said its THREEPPY variety-goods brand will roll out a ten-item cosmetics and accessories collaboration with GirlsAward, the fashion and music event, from September 26 across every THREEPPY store nationwide and Daiso's online store, according to a company release. Actress and singer Tomomi Itano is named as the campaign's ambassador.
The "Omamori Cosmetics" (protective-charm cosmetics) series carries a theme the company renders as "adorning jewels, wearing magic," built around a fairy-tale backstory tied to the sheep motif on THREEPPY's own logo emblem — a sheep that wishes on a shooting star to be reborn as a beautiful girl and shares her beauty with the world, according to Daiso.
The lineup covers two pressed-powder shades, three tinted-lip colours, two high-reflection compact mirrors and three cosmetic pouches, priced from ¥300 to ¥500 (¥330 to ¥550 with tax) apiece, Daiso said, with availability rolling out sequentially and varying by store.
GirlsAward, organised by Award Co., is described by its operator as one of Japan's largest fashion-and-music events, held twice a year in spring and autumn with the stated aim of spreading Japanese culture abroad; the company also runs corporate collaborations, product development and advertising work alongside the event itself.
For a brand priced almost entirely under ¥600, an idol-fronted tie-in with a fashion-and-music franchise is a Promotion-led move rather than a Product one — the ten items themselves, a powder, a tint, a mirror, some pouches, look much like any other THREEPPY release; what changes is the ambassador and the GirlsAward name attached to it. It is a small, routine bet by the standards of a chain that runs 5,891 stores worldwide, but it is also a familiar playbook: pairing an inexpensive beauty aisle with a youth-culture event and a well-known face to compete for the same shopper drugstores and department-store beauty floors are chasing with their own idol tie-ins and pop-ups.