Lavshuca in peril?

Rumours are rife on the Japanese messageboard 2Channel that Lavshuca, which is owned by Kanebo, is about to be discontinued. It has disappeared from many stores, replaced by Kanebo's Media line or Rimmel or Visee. There has been no official announcement from Kanebo yet and the Lavshuca official website continues to exist. However, it has quietly disappeared from Kanebo's main company page which lists all of their brands, so the signs are not good. Lavshuca has not released any new products for quite awhile and is noticeably absent in the Fall 2015 collections catalogues published in the September issues of Voce and Biteki (available now at Kinokuniya Singapore). For anyone who wishes to stock up, the brand is still available on Adambeauty.com, which is based in Hong Kong and ships internationally.

Lavshuca was designed to be the unabashedly cutesy feminine brand in direct contrast to the worldly rock chick vibe of Kate, Kanebo's other mainstream drugstore brand that has maintained the top-selling position in the self-select segment of the Japanese beauty market for over a decade. There are other similar brands such as Canmake and Kiss but neither really does the same kitschy kawaii and appealing packaging of Lavshuca. It shall be dearly missed.