Since I'm a visual person I hardly ever remember the album title but I just remember what the album art looks like.
Trend agencies are one of the coolest cogs in the global
cosmetics industry machine. They send teams around the world to go
shopping, read up on regional editorials, and take pictures of women in the
streets. Once they’ve prepared a report, they go from brand to brand giving
briefings on what is hot where.
It’s a hard life, but someone’s got to do it.
My favorite briefings are always from Japan, since I’m
convinced that Japan represents the epitome of civilization. Especially in the
beauty world, Japanese brands have excellent technology and innovation. The
customers also demand the best, which can make the market the most challenging
in the world. Briefings from Japan are thus strategically imperative to Euro
and North American brands.
In a recent Japan beauty trend briefing, I learned that, apparently, Japanese beauty brands are doing a lot of communication around the existence
of the “8 Millimeter Rule.”
In theory, this rule states that the eye is best defined
visually by makeup applied to a line extending 8 mm from the external corner of
the eye. This means that any eyeliner product--powder, kohl, waterproof
crayon, liquid--will have more visual impact in that area than along the
As a fan of the Italian eyeshadow shape, I had already been doing
something similar by extending the dark shadow out in a powder cat eye. It
seems to be a good way to add definition to the eye while eschewing eyeliner to
achieve a softer overall makeup look.
Lately, I’ve been doing a rose-gold eye look
with a peachy-pink shadow layered over a shimmery gold cream and a taupe in the
crease extending 8 mm past the outer corner.
I like this 8 mm rule. But mysteriously, I can’t find any
mention of it on the internet. My Google searches just come back with a weird
Nicolas Cage movie with a 22% rating on Rotten Tomatoes.
It must exist
somewhere, or it wouldn’t have been emphasized in the briefing. But where? And
how? Can you help me solve this international mystery?