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Call Her Name

HAKUHODO

Issue 34 | March 2015

Background

In Japan, when women get married and have children, about 70% of those people were no longer called by their first name by their partners, but rather as "Mommy" or "Mom" as their children callel them. (Based on marital research) This was a unique tradition found in Japan amongst married couples with children. "Every woman has the instinct to be beautiful." From the belief in this philosophy, the cosmetic brand, "Red B.A" challenged to evoke the inner instinct of beauty that was embedded within each and every woman but somehow hidden through the common practices of being a housewife.

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