Shu Uemura Super Mario Bros Collection for Holiday 2017

Published: 2017-07-09 by Marina Milojević in Makeup

super mario bros

To recreate the nostalgia of many people’s childhood memories, Shu Uemura has partnered with Nintendo for a very special artistic collaboration that encapsulates the vibrant essence of Japanese culture. Shu Uemura and Nintendo have created a range of exclusive products and best-sellers in colorful packaging that pays tribute to the iconic 1980s Nintendo video game: Super Mario Bros.


While the house of Shu Uemura is known for its numerous artistic collaborations, this is the first time ever that Nintendo collaborates with a beauty brand. The legendary game has recently (throughout 2015) celebrated its 30th anniversary with events, tie-ins, and merchandise, culminating with the release of Super Mario Maker for Wii U in September 2015. For the occasion, many of the famous brands have paid their tribute to the beloved generational icon, including luxury watchmaker Romain Jerome who released a Super Mario Bros.-themed watch, and "Super Moschino” line of clothes and accessories designed by Moschino.

Shu Uemura Super Mario collection x

The first Super Mario beauty collaboration will see the light this holiday season, accompanied by a campaign fronted by a Belgian model Yumi Lambert.

Shu Uemura Super Mario Bros Collection (1)

Kakuyasu Uchiide, international artistic director for Shu Uemura, said this is the first time that Shu Uemura got its inspiration from the culture. In this case, a culture representative of Japan, and yet extremely popular around the globe.

Shu Uemura Super Mario Bros Collection (4)

Dual Stamp-Me Liner

The most interesting product in the range, and the one that best encapsulates the whole idea behind this collection, is the Dual Stamp-Me Liner, which features a black felt eyeliner tip on one end and a star-shaped stamp on the other end. “This collection is not so much about creating, but it is about playing,” said Kakuyasu Uchiide, international artistic director for Shu Uemura, “I want people to be able to play with their individual style. During the holidays this simple approach to beauty allows customers to enjoy the season more.”

Shu Uemura Super Mario Bros Collection (2)

The Super Mario Bros collection will hit the counters worldwide from November 1, with a full range of makeup products and a specially-packed skincare products. The same line of inspiration will extend on hair styling products, shampoo, conditioner, and tools such as a brush set and a mini makeup box.

Shu Uemura Super Mario Bros Collection (3) 17xmas_16_150ml

Stay tuned for updates!


Marina Milojević

Marina Milojević is a senior editor at Fragrantica. She’s been a member of the team since 2010. Marina writes for BeautyAlmanac and Luxois, ...(more)

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