Niche Beauty
Shu Uemura: On a mission to empower Asian beauty through creativity
Brand founder Shu Uemura once said, “Makeup is fashion for the face.” This is the ethos that powers his eponymous brand, whose mission is to empower Asian millennials through creativity, self-expression and makeup. By Hannah Tan-Gillies.
Over the years, Shu Uemura has carved a niche in the industry for its Asia-inspired products, cutting-edge makeup artistry, and Japan-made makeup tools. The L’Oréal-owned brand not only offers products designed specifically for Asian skin tones, but also promotes Asian makeup artists.
Today, Shu Uemura conveys a distinctly Japanese sensibility towards beauty that combines high-quality, locally sourced Japanese ingredients with a modern aesthetic that has continued to disrupt the beauty world.
She Uemura shines in retail environments that showcase its cutting-edge artistry
Shu Uemura is centred around three fundamental brand pillars: cutting-edge makeup artistry, Japanese mastership and Asian expertise and inclusivity. Shu Uemura is a brand that is founded on creativity and so it constantly experiments with new trends and beauty looks.
Japanese mastership reflects the brand’s rich Japanese heritage and its ‘crafted-in-Japan’ spirit. Its makeup tools and brushes are made in Kumano — the cradle of Japanese calligraphy — while its pigment-rich cosmetics are made with locally-sourced ingredients such as Tsubaki Oil, sourced from Toshima Island.
In line with its ‘Mottainai’ ethos, Shu Uemura is committed to sustainability and protecting the environment. The brand sustainably-sources all ingredients in Japan. It also produces tools and products using traditional hand-crafting techniques and is mindful of waste.
All the brand’s products are designed to cater to the vast diversity of Asian skin tones and skin types. Its makeup products are designed to flatter Asian features, while its makeup artistry helps each individual shine.
Commenting on the brand mission, Shu Uemura President Worldwide Sandrine Jolly says: “At Shu Uemura, we believe that everyone can be an artist, free to create and experiment with makeup looks. Our products are crafted in Japan and made for all Asian beauty types, so we embrace differences regardless of skin tone, face shape, eye type and imperfections.
“Shu Uemura embraces imperfections and lets them shine,” she adds. “Shu Uemura’s vision of beauty is mindful in its making, essential in its execution and assertive in its voice.”
Being free to create and experiment is part of the Shu Uemura ethos
In travel retail, Shu Uemura is present in 14 Asia Pacific markets that include Mainland China, Hong Kong, Macau, Taiwan, South Korea, Japan, Guam, Thailand, Singapore, Malaysia, Cambodia, Vietnam, Indonesia and the Philippines.
Recently, L’Oréal Travel Retail launched a major international ‘Shu Uemura Makeup Box’ pop-up campaign, with its most recent stop at the Hainan Tourism Duty Free Shopping Complex.
She Uemura provides many signature, show-stopping moments through its retail partners. Pictured is the Shu Uemura Makeup Box pop-up at the entrance of the Hainan Tourism Duty Free Shopping Complex
The animation was unveiled on 1 March and will run until 28 June, bringing a Tokyo-inspired experience to shoppers in Hainan. The striking red and black pop-up was inspired by brand Founder Shu Uemura’s signature makeup box. Travel-themed embellishments and a bright red ‘Torii’ [Torii are traditional Japanese entranceways often found in temples] entranceway bring the brand’s Japanese heritage to life, while a vibrant 3D animation on the complex’s multi-storey LED screen draws attention to the pop-up.
At the entrance, shoppers are greeted by Shu Kokeshi, a new mascot that personifies the creativity and artistry of the brand. Shu Kokeshi’s makeup look was designed by Shu Uemura International Artistic Director Kikuyasu Uchiide.
“I would like to dedicate to all the pleasure of enjoying makeup with free spirits. Find your own unique beauty by enhancing your personality. You will be even more beautiful if you enjoy makeup with freedom”
Founder Shu Uemura
Inside, a QR code unlocks a dedicated landing page which opens three major brand zones. These are the Shu:Looks Arcade, Unlimited Light Festival and Shu:Onsen.
The Shu:Looks Arcade brings Japanese beauty and fashion trends to Hainan by showcasing eight distinctive makeup looks inspired by the streets of Tokyo. These are Omotesando, Ebisu, Shinjuku, Shibuya, Ginza, Harajuku, Roppongi and Daikanyama.
(Above and below) Shu Uemura took over the Atrium at the cdf Haikou International Duty Free Shopping Complex with a dazzling Makeup Box event starring new mascot Shu Kokeshi. The event featured a makeup show that showcased the eight Tokyo-inpsired beauty looks.
The Unlimited Light Festival zone features kinetic lanterns that were inspired by the brand’s unlimited foundation bottle. This zone is fitted with the Shu:Finder tool which recommends specific foundation shades using AI-driven technology that measures user’s facial features.
At the Shu:Onsen, travellers can enjoy a multi-sensorial cleansing ritual experience inspired by a Japanese Onsen [traditional bath house]. The experience is centred around Toshima Island, which is where the key ingredient for Shu Uemura’s best-selling cleansing oil comes from.
Foundation bottle-inspired lanterns decorate the Unlimited Light Festival which features the AI-driven Shu:Finder tool
Commenting on the Makeup Box campaign and the importance of blockbuster beauty pop-ups to its marketing approach, a brand representative says: “With travel retail being one of the most important recruitment channels in Hainan, Shu Uemura invested heavily into this pop-up to express its distinctive DNA of cutting-edge makeup artistry with products designed and crafted in Japan for young Asian consumers.
“It’s important to make a strong brand statement through pop-up activations such as this to appeal and convert edgy millennials via interactive touchpoints and best-selling products.”
Shu Uemura recently launched a Sailor Moon Eternal collaboration collection. Sailor Moon is a popular Japanese animé from the 1980s that still has a strong cult following today.
Unlike other makeup brands in the L’Oréal Groupe portfolio, Shu Uemura is made by Asians for Asians, giving it a powerful niche appeal specifically in Asia Pacific. “Shu Uemura is very unique in the L’Oréal Groupe portfolio in that that it is a brand tailormade for Asian beauty. It offers a wide range of makeup options for Asian consumers as well exciting products and cross-category collaborations.”
According to the brand, travel retail is a key channel for recruiting and engaging with its Asian clientele. “Travel retail is a crucial part of our Asia Pacific ecosystem, so it’s important for us to provide a consistent shopping experience to Asian and particularly Chinese consumers while they are travelling. Travel retail is an essential part of the consumer journey, so Shu Uemura needs to have a strong presence in the channel to develop and grow the business.
Eight Tokyo streets serve as the inspiration for the makeup looks featured in the pop-up
“For us, travel retail is a recruitment channel, so we need to be excellent across all consumer touchpoints from online to offline in order recruit and convert.”
In the post-pandemic landscape, niche beauty brands such as Shu Uemura, which place a strong focus on individuality, sustainability and self-expression are gaining significant tailwinds in the travel retail landscape. Commenting on the brand’s overall ambition in the channel, the brand representative says: “To be the number one makeup artistry brand in Asia Pacific travel retail.”
Partner's message
The Moodie Davitt eZine
Issue 323 | 5 May 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com