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"Elizabeth Arden vs. Helena Rubinstein -WAR PAINT-" 01

Photo by Daisuke Ishizaka

The musical "Elizabeth Arden vs. Helena Rubinstein -WAR PAINT-" starring Rio Asumi and Keiko Toda is at the Kyoto Theater!

The musical, which opened on Broadway in 2017, will be performed as the Japanese premiere version of Elizabeth Arden vs. Helena Rubinstein -WAR PAINT-. It depicts the rivalry, anguish, passion and tumultuous lives of Elizabeth Arden and Helena Rubinstein, two female founders who revolutionized the makeup industry.
The role of Elizabeth Arden is played by Rio Asumi, a former top star of the Takarazuka Revue's flower troupe, who has continued to perform extensively after leaving the company. The role of Helena Rubinstein is played by Keiko Toda, a very popular voice actress, stage actress, drama and movie actress. The two actresses will give you power as they fight against the many barriers and prejudices that stand in their way in society and carve out a life for themselves!

Elizabeth Arden vs. Helena Rubinstein -WAR PAINT-" 02

Photo by Daisuke Ishizaka

At a press conference held in March, Toda said, "I love watching musicals and often go to Broadway. I happened to see this production and was more surprised than happy to receive the offer! I was more surprised than happy to be offered the role.

Regarding her role, she said, "Helena Rubinstein is the type of person who is obsessed with money, partly because of her upbringing and circumstances; both of them are strong-willed. It is a difficult time for women to be at the top of their game, and I don't think you can imagine how strong they are," she commented.
Regarding the highlights of the show, he said, "They do not give up on their own aging, but it begins with the two of them at the height of their lives and depicts their decline against aging. But they live strongly toward it; they never see each other on stage and fight in their own places, but they share a common song and a relationship in which they are aware of each other as rivals but also as close to themselves. But I think it is interesting that they don't speak to each other on stage until the last scene.

Elizabeth Arden vs. Helena Rubinstein -WAR PAINT-" 03

Photo by Daisuke Ishizaka

As for her first collaboration with Toda, Asumi said, "There is no one who does not know your name. I am looking forward to seeing her play the role up close. She added, "This is my first time at the Kyoto Theater. I am happy because I have been performing in Kansai for a long time, including Osaka," she smiled.

Regarding his role, he said, "We are so honest with each other that it feels good to show hostility toward each other. Japanese people don't talk about their hostility even if they have it. It is considered more beautiful to hide it, so it is cute and pleasant that they can be so open about their hostility. Elizabeth Arden is a person of conviction who has dedicated herself to her profession. It's a story that thickens with sadness, but it's a cool way to live," she said.

As for the production itself, he said, "This is a new work for a musical. It has everything from ballads to gorgeous songs, and I think musical fans will enjoy it, and the art and costumes will be stylish. I also think that those who feel a gender gap will be able to sympathize with some parts of the story. Since this is a story about a person who created the values of cosmetics, people will think, 'Wow! I am sure that people will think, 'Wow!

Promotional image for "Elizabeth Arden vs. Helena Rubinstein -WAR PAINT

In closing, Toda said, "We are confronted with aging and decline, but it is a path that everyone goes through. I hope people can see that in the film." She smiled as she spoke about the appeal of the work.
The translation, lyrics, and direction will be done by popular director G2, which raises expectations even higher. There will also be an Osaka performance (Morinomiya Piloti Hall / May 27 - 29, 2023), so be sure to check it out.

Musical "Elizabeth Arden vs. Helena Rubinstein -WAR PAINT-"

  • Kyoto Theater (Kyoto Station Building, Shiokoji-sagaru, Karasuma-dori, Shimogyo-ku, Kyoto City, Kyoto)
  • Short walk from "Kyoto Station" of each line
  • Kyoto Theatre / Thursday, June 8, 2023 - Tuesday, June 13, 2023 (7 stages)
  • Price: 14,500 yen for all reserved seats (on sale April 30)
  • https://warpaint.jp/
  • Inquiries/Kyodo Information: 0570-200-888 (11:00-18:00; closed Sundays and holidays)

    Elizabeth Arden and Helena Rubinstein revolutionized the cosmetics industry in the first half of the 20th century. Both founders were born into poor families, but their originality and drive propelled their respective brands to the forefront of the nation's cosmetics industry. Arden had a string of hits with her pretty pink packaging, while Rubinstein's products, which sold a scientific approach, gained tremendous support. The two companies enjoyed steady growth in sales, but their mutual rivalry led them to set a sneaky trap to undermine the other's company. However, this ends up putting them both in a difficult position. Furthermore, World War II, the rise of new brands, and the changing values of women...the irresistible currents of the times stand in the way of their business and pride...
*Please note that the information contained herein is subject to change without notice.
*Since this site uses automatic translation, the translation may differ from the original Japanese content.


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