Shu Uemura adds holiday spark with Pikachu-themed collection

Beauty brand under L'Oreal, Shu Uemura has launched a Pokemon-themed makeup collection ahead of the holiday season. It will hit all its markets in Asia, including Singapore and Malaysia on 1 November, and Indonesia on 2 December.

The limited-edition collection ranges from makeup kits and tools to lipsticks and eyeshadow palettes. Starting 25 October, there will be a pre-launch event at Shu Uemura outlet at Tang Plaza as well as Tangs.com, according to CNA.

As part of the collaboration, the two brands have created the character "Pikashu", an altered version of the iconic Pokemon, Pikachu. In the press release, it is described as a character who "loves makeup and Shu Uemura", while being dressed in "dazzling gold with festive makeup, cheerful orange cheeks, bright red lips, lovely purple eyes and a thunderbolt heart-shaped tail". In line with this, the packaging across the seasonal items also sports gold as the main unifying colour.

Since news broke on Shu Uemura's Instagram account last week, the post has garnered over 4,500 likes and positive response from fans.

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Marketing has reached out to Shu Uemura for more information. This is not the first time the brand has jumped on a pop culture phenomenon. In 2017, it also released a Super Mario Bros collaboration collection.

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