To see more real life swatches etc, you can search #jellyemoda_nail3 and #jellyemoda_lip tags on instagram (They are running a competition in Japan to win some EMODA cosmetic prizes if you post a selfie pic wearing/using the items from the magazine.)
Most defining difference? The one from the magazine is made in China whilst the full priced item from the counter is made in Japan. [Cost factor perhaps?]
There might be other differences but since I don’t own the exact same lipgloss I really can’t tell you for sure. (The color is CHERRY RED and specially made for this issue hence not sold in stores.)
JELLY magazine puts out a collaboration with EMODA at least twice a year [usually the july issue and the last issue of the year] However, the last past collaborations have always been nail polish sets. This is the first time a point makeup item has been included and I hope they do more of that again ^^.
EMODA Cosmetics Website: http://runway-webstore.com/emoda_cosmetics/
P.s Questions on how to buy Japanese magazines overseas are answered in the FAQ.