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Hello Kitty releases new line of cosmetics

Hello Kitty, the world's pop icon of cuteness, is meowing her way into the hearts of young Taiwanese gals with her second line of cosmetic products.

"This 'kawai' (cute) mascot is loved by all," Chuan Jin Liang Wen, general manager of Sanrio, told a news conference yesterday. San Fang Enterprise, an authorized distributor of Sanrio products in Taiwan, will be selling the 60-item make-up collection featuring the adorable feline to over a thousand Hello Kitty "houses" in Taiwan, a marketing executive said.

"The Taiwanese find Hello Kitty irresistible," said the official. "All marketing promotions featuring her have been a phenomenal success in Taiwan."

The Hello Kitty logo is present in every product imaginable from bowling balls and jewelry to candies and mobile phone accessories. In Taiwan, San Fang Enterprise last year introduced Hello Kitty cosmetic merchandise at all Sanrio boutiques. "Every item was sold," said a marketing executive. "We believe Taiwan's Hello Kitty fans will love this collection as well."

The second cosmetic line includes lip palette, lip gloss, lip balm, eye shadow, mascara, nail color, and perfume. The lip gloss is encased in a tube or a stick with a miniature Hello Kitty figurine on its crown. The versatile feline is dressed in various costumes from an Egyptian princess and a hula dancer to a witch and a belly dancer. Each item retails for NT$199, the company said.

There are an estimated 50,000 assorted Hello Kitty items worldwide.