L'Oréal Miss Manga: kawaii goes mainstream

Will L'Oréal’s new volume-boosting 'Miss Manga' 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?

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Search for a ‘manga makeup tutorial’ on YouTube, and over 65,000 videos of girls wielding colourful eyebrow pencils and gigantic mascara wands show up. But a vast amount of these ‘how-to’ videos are not from Japan. They’re made by teenage girls in the US and UK, trying to master the art of anime eyes in their bedrooms.