MAJOLICA MAJYORCA
LASH EXPANDER KUJYAKU LONG
Lush, peacock-like lashes
A renewed take on a fan-favorite mascara,
told through a fantastical world
PACKAGE DESIGN
COMMUNICATION DESIGN
The popular mascara Lash Expander Long Long Long from MAJOLICA MAJORCA, a makeup brand targeting a younger audience, has been renewed and relaunched in February 2025 with enhanced performance, reborn as Kujyaku (Peacock) Long.
The package features ornate decorations inspired by a peacock, evoking the image of “feathery lashes spreading like a peacock’s tail.” While incorporating key messaging expected of a self-makeup brand, hand-drawn illustrations bring a touch of emotional charm. Even the shade names are carefully crafted to immerse users in a whimsical, storybook-like world.
In communications, we highlight the dramatic flair of voluminous lashes, bright eyes, and the memorable “peacock pose.” The visuals suggest how a new world opens up through the lashes made possible by this product.
The story continues in leaflets and digital media with "The Tale of the Sheltered Peacock", a richly imaginative narrative that embodies the brand’s signature storytelling and immersive worldbuilding.
CREDITS
PRODUCT DESIGN
CREATIVE DIRECTOR / ART DIRECTOR MIDORI MATSUISHI（SHISEIDO CREATIVE）
ART DIRECTOR / DESIGNER MIDORI MATSUISHI（SHISEIDO CREATIVE）
COMMUNICATION DESIGN
CREATIVE DIRECTOR KAORI KONDO（SHISEIDO CREATIVE）
ART DIRECTOR MARINO TOSE（oyatoko inc）
COPY WRITER ERIKO TSUTSUMI（SHISEIDO CREATIVE）
ACCOUNT DIRECTOR KIRI USUI（SHISEIDO CREATIVE）
PARTNERS
BBmedia