Shu Uemura is one of Japan’s most globally recognised home-grown brands, built on the legacy of their eponymous founder known for his liberation of beauty and unimaginable creativity.  

In a highly competitive and fickle market, Shu came to Eat to support them in developing a striking, emotive and simple campaign that would highlight the core positioning of the brand whilst giving it a fresh, renewed energy for their seasonal BTB campaign in its 23rd year. This campaign not only celebrates the birthday of the eponymous brand’s founder, but also the anniversary of the opening of Shu Uemura’s landmark boutique in the revered retail district of Omotesando.  

We crafted a campaign concept focused on the intricate shapes and forms found in nature, with a vibrant colour palette that evoked the theme ‘Summer Delights’.

This was carried through to the product range itself as well as packaging and the design of the point of sale to make the concept feel integrated and holistic. 

With this being a global campaign which would be rolled out in all of the brand’s 144 markets, we developed the toolkits and guidance that would inform Shu Uemura employees and beauty advisors globally on how to bring the brand experience to customers in a rich and compelling way. This included training manuals and communications guidance that would put customer centricity to the top.  

This seasonal campaign was a landmark in the Shu Uemura annual calendar, an opportunity to showcase the brand to multiple generations – those that have been buying Shu Uemura products for years and those newly acquainted with the brand.