Celebrating craftsmanship

Crafted in Japan, and presented to the world. That was the central message of a vibrant campaign from L’Oréal-controlled Japanese beauty brand Shu Uemura in Tokyo in August celebrating the launch of the brand’s first travel retail-exclusive collection.

Called #CraftedInJapan, the range consists of Shu Uemura’s best-sellers and became available in selected travel retail locations on 15 September.

In the campaign, ten top KOLs from China and elsewhere in the Asia Pacific region were invited to embark on a two-day adventure to explore Japanese craftsmanship – both in modernity and tradition – including workshops in tea tasting and pigment making. The event was held in Tokyo as the city represents the roots and inspiration of Shu Uemura.

Shu Uemura’s story – rooted in Japanese craftsmanship – has now been spread and shared across social media platforms, bringing attention to a brand going places in travel retail.