Shu Uemura to Launch Lipstick Shades for Asian Skin Tones

On July 15(China Standard Time), Shu Uemura's official announcement of a new shade of ShuUemura Rouge Matte Lipstick will soon be relaunched. It is reported that the new launch of the lipstick number is also specifically for Asian skin tone special tone.

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According to CHAILEEDO, the new product uses a proprietary color powder process and new color-holding technology, with rich, saturated colors and claims of long-lasting color. Compared with Shu Uemura Rouge Matte Lipstick, 1.5 times more moisturizing ingredients are added to moisturize the lips and carry makeup comfortably. It is reported that Shu Uemura Matte Lipstick also claims to be designed for Asian skin tones.

The Korean media reported that Shu Uemura would end its sales in Korea at the end of September 2021. Its online and offline stores will be closed in phases. After September, consumers can only buy the brand products in duty-free stores. In response to reports that the Shu Uemura was withdrawing from Korea, L'Oreal said that the adjustment involves only the business in Korea. It said, "As a global company, we regularly evaluate our brand portfolio in this particular market based on the needs of the local market and adjust the brand's marketing strategy accordingly."

In the Chinese market, the Shu Uemura has also performed well from an online perspective, especially with the Chinese Double 11Shopping Festival in the past few years. Some data show that in the Chinese Double 11 Shopping Festival in 2019, Shu Uemura's pre-sale transactions in 5 minutes exceeded the whole day of the same period of the previous year. During last year's Double, 11, 60,000 bottles of Shu Uemura ONE PIECE limited edition cleansing oil were also sold out in 1 second. The after-effects of hot-selling products can be considered vigorous.

However, CHAILEEDO also noted that in last year's Double 11, L'Oreal Group's four brands 3CE, Lancome, YSL, and Armani were listed in the list of top ten makeup. And in this year's 618, L'Oreal's beauty brands 3CE, YSL, Armani, etc. are also on the list of Tmall makeup top ten. Shu Uemura has not been shown in these two lists.

For Shu Uemura products, Chinese netizens have also formed two sides. Enthusiasts believe that Shu Uemura's eyebrow pencil, cleansing oil, mascara, and other products are very good and they worry whether the Shu Uemura brand will also be withdrawn from China. There are also opposing voices, "Shu Uemura has nothing good except eyebrow pencil" and "Now there are more and more brands and more and more choices. If you are not the only one with the same price, I will consider others."

It is reported that Shu Uemura is named after its founder Shu Uemura. Born in Tokyo in 1928, Shu Uemura moved to Hollywood for various reasons and started his career. With his unique insight into artistic aesthetics, Shu Uemura gradually made a name for himself and became a hot makeup artist in Hollywood through his involvement in film makeup.

In the 1960s, Shu Uemura established a studio and a personal makeup company. It was also during this period that he created the first cleansing oil upholding the deep cleansing concept of "oil dissolving oil". It overturned the industry's perception. Thus Shu Uemura is also known as the "father of cleansing oil". Then Shu Uemura's brand gradually took shape. To this day, the cleansing oil remains a pillar of the Shu Uemura with one bottle sold every 7 seconds worldwide.

In addition to cleansing oil, and mixing Eastern and Western cultures with professional craftsmanship, the Shu Uemura has also pioneered several categories such as the eyebrow pencil, which has also been highly sought after by consumers and triggered other brands to follow. As a pioneering innovator in the industry, Shu Uemura himself and his eponymous brand Shu Uemura also gained international recognition and attracted the attention of L'Oréal Group.

In November 2000, the L'Oréal Group acquired 35% of the shares of Shu Uemura Cosmetics through its Japanese subsidiary to take over the rights to the Shu Uemura brand's business in international markets outside Japan. Shu Uemura became the first brand of the L'Oréal Group to come from Japan. According to the L'Oréal Group, the Shu Uemura had opened up markets in more than 20 countries by then and the brand's sales increased by 16% in 1999 with 75% of overseas sales coming from Southeast Asia.

For the category of lipstick, there are differences in the aesthetics of consumers in various countries, Asian consumers are more interested in whether the shade of lipstick can be shown their skin tone white. The new shades launched by Shu Uemura are to claim this demand, which shows that Shu Uemura still has the ambition to seize the Chinese market.