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  • Alternative subcultures are increasingly embraced by mainstream brands
  • Alternative subcultures are increasingly embraced by mainstream brands
    L'Oréal Paris (2014) ©
CASE STUDY

L'Oréal Miss Manga: kawaii goes mainstream

Will L'Oréal’s new mascara – designed to recreate the Japanese ‘anime eyes’ look – appeal to Western women? And how will real anime fans react to the appropriation of their subculture?