January 21, 2021

Exclusive: Shu Uemura Taps Super Mario for Holiday Collection

TOKYO — For its holiday collection, Shu Uemura has linked with an unexpected, but very well known, ambassador of Japanese culture: Super Mario. It is the first beauty company to collaborate with the iconic 1980s Nintendo video game, and the result is a range of exclusive products and best-sellers in colorful packaging. Yumi Lambert will appear in the campaign.
While Shu Uemura is no stranger to artist collaborations, having recently worked with Takashi Murakami and Ambush’s Yoon Ahn, an 8-bit bouncing plumber seems an unlikely partner for the brand.
“This time we got inspiration from culture,” said Kakuyasu Uchiide, international artistic director for Shu Uemura. “Super Mario Bros. is one cultural aspect that is representative of Japan. It’s also really, really popular overseas.”
Uchiide said he had to approach the collaboration in a slightly different way than before, but once he starting thinking about it, it was easy to find similarities between the two brands.
“I looked at something behind the Super Mario Bros. game and I tried to find something in common between the video game and beauty. My point of view is that the Super Mario Bros. game is a really simple game. To achieve the goal you have to overcome some

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