About two weeks ago, L'Oreal released a special Japan-only variant of its extremely successful Maybelline Water Shiny series of lipsticks to coincide with the fifth-year anniversary of the brand's launch in Japan. The new product, dubbed Maybelline Water Shiny Pure Diamonds, was specially formulated with the moisturizing preferences of local women in mind.
The Water Shiny brand is worth noting because it's a good example of a foreign-label product that was conceived in Japan to address Japanese needs and then developed jointly with the home office. After its successful introduction here, the brand was also released to great acclaim in Korea, Taiwan and France.
Water Shiny is certainly not the first product to be invented specially for finicky Japanese consumers that went on to succeed elsewhere. It's an excellent reminder that investing in your brand in Japan can pay dividends throughout the world.
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