Sometimes subtlety is sexy. That means: nothing too in-your-face. No giant logos blaring all over the place. Simple black lettered text. Tasteful packaging. Selective availabilities (its only available in Holt Renfrew in Canada, in New York City, Paris, and Japan, and at some Duty Free stores in airports worldwide).
Quality products – cleansing oils for a variety of skin types. Creams for day and night. Instant spot removers to lighten dark or red marks. Shiny sparkly eyeshadows to make you look like a movie star or a rock star. Eyelash curlers. Toners. The works.
It’s not surprising (given my knowledge of Japanese cultural nuances) that for Shu Uemura, their marketing strategy is subtle, if not subdued. For the Japanese cosmetics company named after the Internationally famous makeup artist who created it, this seems only natural. When it comes to advertising, their print ads are edgy and contemporary; often avant-garde, but always tasteful. And the products perform really well. Since discovering the brand in London Heathrow airport back in 2003, I have recommended their cleansing oils and skincare products to quite a few friends with satisfied results.
It’s not cheap, but it’s well-made, quality make-up that will get you (and your skin) through the years with eloquence and grace. A product which in essence remains true to the image that the brand projects.