Terry Ito Column Vol.11 The cosmetics at 100 yen shops are amazing!

100-yen shops are evolving rapidly. I recently visited the well-known "Daiso" in Musashi-Koyama Shopping Arcade for the first time in a while. Every time I go, I'm amazed by the product lineup, but it seems to have gotten even better. First of all, there's a wide selection of women's cosmetics. Mascara, foundation, nail polish, false eyelashes, and lipstick are all 100 yen!!

Back in the day, major cosmetics companies like Shiseido and Kanebo would launch huge campaigns featuring swimsuit models to promote their expensive products. From these companies, they discovered and turned celebrities like Masako Natsume, Norika Fujiwara, Agnes Lum, Tomoko Yamaguchi, Mako Hattori, and even Diet member Renho into big stars. Not only that, but many hit songs were born from cosmetics commercials. Kanebo's "You're More Beautiful Than a Rose" by Akira Fuse, "Kimi ni Munekyun" by YMO, and "Kiss wa Me ni Shite" by The Venus, while Shiseido's "Moero Ii Onna" by Kiminori Sera, just to name a few, are all immediately reminiscent of my generation. Yes, cosmetics companies were completely ahead of the times and youth culture.

As time passed, young people stopped buying expensive cosmetics. Of course, Shiseido and Kanebo cosmetics are still selling, but they don't seem to have the same momentum as before. That's where 100-yen shops come in!

Imagine that. A first date, a first kiss - a boy's heart must be fluttering the day before! What does a kiss taste like? Is it lemon-flavored, as in Nancy Sinatra's hit song "Lemon Kiss"? The fantasies are endless. But wait! In reality, it tastes like something from a 100-yen shop. The "false eyelashes" he sees when he gets really close to his girlfriend are also from Daiso. I was starting to feel complicated, but then I thought... I was wrong! Even if it's 100-yen cosmetics, it doesn't matter as long as you love her! What's important is love! That's right. I've really regretted it. Everyone, try going to a 100-yen shop! You're sure to discover many new things.

Terry Ito (director)

Born in Tsukiji, Tokyo in 1949. After attending Waseda Jitsugyo Junior and Senior High School, he graduated from Nihon University's School of Economics.
In March 2023, he completed the Master's program at the Graduate School of Media and Governance at Keio University.
He joined the television production company IVS Television, where he worked on variety shows such as "Tensai Takeshi's Genki ga Deru TV" and "Neruton Benikujidan."
He then went independent and worked on planning and directing a number of television programs, including TV Tokyo's "Asakusabashi Young Clothing Store."
His book "Comedy North Korea" became a bestseller, and he subsequently made numerous media appearances under the name Terry Ito.
In addition to his work as a director, he is also active in a variety of fields as a producer, entertainer, and commentator.
YouTube channelTerry Ito's Comedy Backdrop'
Currently writing a column in LALALA USA
https://lalalausa.com/archives/category/column/terry