shu uemura embraces social media to share beauty tips

Cosmetics brand shu uemura has teamed with Rice 5 to refresh its video content to tap social media users, with a renewed YouTube and Instagram make-up tutorial channel to make its expertise more accessible to users.

Dubbed shuATELIER, a name taken from its headquarters’ make-up team, the YouTube tutorial channel offers make-up lessons, created by the brand’s in-house team, using shu uemura products with varying monthly themes such as foundation or lipstick and rouge.

Apart from Facebook, content on YouTube has also stretched onto Instagram with a dedicated channel shu15, featuring quick make-up tips in 12-second videos.

This social media push marks the first digital project Rice 5 has done with shu uemura.

“Digital content like videos is a good vehicle to deliver the brand’s expertise and it will be the brand’s future direction. We want to fully utilise social media platforms, including the up-and-coming channel Instagram to reach out to target customers,” said Andrew Lee, founder and digital director of Rice 5.

Veronica Suen, digital and CRM manager of shu uemura, says YouTube is the main channel for most cosmetics users to gain beauty information.

shuATELIER is a consolidated platform for make-up tutorials leveraging on how much female users favour how-to videos and before and after make-up clips to reinforce professional image.

Client: shu uemura
Brand manager: Diana Ho
Marketing manager: Niki Lo
Group product manager: Mandy Leung
Assistant product manager: Grace Ma
Digital and CRM manager: Veronica Suen
Creative: Rice 5 Ltd.
Creative director: Tom Shum
Senior copywriter: Pandora Wu/Cloudy Leung
Art director: Keith Tsang
Director/video production: Yin@Farland
Account servicing: Nancy Li/Natalie Ng