Maskore: Protective clothing mask-erading as fashion 18 Feb 2008

The face mask has become a way of life for many Japanese - it keeps pollution at bay on congested streets, while protecting you from catching the flu from fellow commuters on the country's overcrowded public transport systems. Despite these benefits however, strapping a surgical mask to your mug doesn't look too hot - which is a major problem for image-conscious teenage girls.

To tackle this fashion-faux-pas, mask company Unicharm has gotten together with popular fashion and lifestyle website GirlsGate.com to launch a major marketing offensive that seeks to educate the Japanese youth in the subtle art of mask chic. CScout reports that, under the clever banner, "Maskore" ("Miss Mask"), the campaign provides tips on how to match your mask to different outfits and hairstyles; such as teaming up a velvet party dress with a jewel-studded mask, wearing a pretty pink mask for a shopping date, or dabbing a little soothing aroma oil on your mask before heading out for a hectic day.

Does it work? We're not sure...