It is hard to miss this new beauty brand. In the two months since its Singapore launch, 31 Majolica Majorca counters decked out in its trademark black and gold hues have sprung up in Watsons stores islandwide. Twenty more are in the works.

Sales of the girly brand, which is best known for its cheap and good make-up in whimsical packaging, have also been three times better than projected, said Jennie Ng, the brand's senior manager for Singapore.

'Customers would often come with the intention of buying one mascara but would leave with three different types instead,' she noted.

First launched in Japan in 2003 by Shiseido, the brand is pitched at young women 'in the hope that the first product every girl uses is from Shiseido', Sakoto Ishihara, the product planner for Majolica Majorca, told Urban in Hong Kong.

A media event was held there in September to announce the brand's foray into Singapore, Malaysia, Thailand and Hong Kong in a tie-up with Watsons.

Prior to this, it was available only in Taiwan outside of Japan.

Shiseido also owns brands such as ZA, Ettusais and Cle de Peau Beaute, but Majolica Majorca is the only one that focuses on make-up with an innovative twist that appeal to the young and young at heart.

With a brand philosophy that promises to 'fulfil all your wishes' by transforming users into the girl of her dreams, it has been a hit with women aged 18 to 29.

Much thought was also given to the playful name, which sounds like a magic incantation such as 'abracadabra'.

To showcase the wonders of Majolica Majorca make-up, the same model - 22-year- old French-Japanese model Minami Hinase - has fronted its ad campaigns for the last five years, looking very different in each ad blitz.

'We want to show how the same girl can look entirely different with each chapter that is released,' said Miki Terunuma, the brand's make-up artist.

A chapter is what Majolica Majorca calls its seasonal collection, of which there are four a year. There have been 21 chapters so far.

Besides the seasonal launches, there is also a permanent collection of make-up items including foundation, powder, cream eyeshadows, eyeliners, lip gloss and nail polishes.

Prices for the products range from $3.20 for a make-up brush to $25.90 for a mascara.

The undisputed star, though, is the Lash Beautifying Mascara ($25.90), which features a unique comb-shaped wand as opposed to the conventional brush.

With just one application, lashes are separated and lengthened.

This mascara, which is known as Lash Expander Neo in Japan, sold 2.1 million units there within a year when it was launched in 2006. Another 1.1 million pieces were snapped up the following year.

So popular was it that the company could barely keep the counters stocked.

Said Ishihara: 'Sometimes we felt bad that there was not enough stock for our customers.'

The pros, too, appreciate the brand for its quirk factor.

Said a Singapore freelance make-up artist and fashion stylist known as Marcus AC, 39, who is one of the 10 local brand ambassadors: 'It is a young and fresh brand.

'It inspires customers to play with the colours to create their own looks instead of sticking to what the brand prescribes.'

This article was first published in Urban, The Straits Times on Jan 2, 2009.