Shu Uemura Japan
Creation of a monogram, emblem of Shu Uemura.
Expressing the Shu Uemura spirit: the luxury of purity, modern and artistic. Inspired by the traditional Japanese seal 印鑑, which represents the founder's first name in kanji, meaning "excellence".
Alongside Shu Uemura, we designed make-up products with pureness, very geometric shapes, playing on intense matte or glossy blacks. We also created the monogram 秀 "shu" to become the brand's emblem.
A team of 30 experts, with a singular creative approach, collaborates with brands to evolve their visual identity and create innovative designs for their products and packaging. Thanks to our expertise in design volume, materials and industrial constraints, we explore the latest innovations while following ecodesign principles.
Beforehand, the agency also contributes to strategic thinking and defining the brand platform as well as product naming. Whether in the ultra luxury, premium or mass market, our knowledge of each and their trends means we can help all brands, be they leading or niche.
Other projects
Shu Uemura - Count Down
Shu Uemura ushered in the New Year by spotlighting its influential brand ambassador in a collaboration with Mazarine Asia Pacific. The campaign featured a sleek, youth-driven social video that merged festive storytelling with the brand’s premium aesthetic.
A fresh countdown format highlighted iconic products as essentials for New Year celebrations, tapping into younger audiences’ affinity for bite-sized, shareable content.
The campaign resonated strongly across social platforms, earning acclaim from loyal customers and trend-forward fans.
Shu Uemura - #showbyshu
Shu Uemura has entrusted the development of an international guideline for its global strategy to Mazarine Asia Pacific.
The guideline focuses on the Chinese, Japanese, Korean and Hong Kong markets around the big concept #showbyshu.
Mazarine Asia Pacific developed a social and digital presence on WeChat to reach both online and offline consumers and generate interest in the beauty brand.
