WHEN it comes to cutting-edge cosmetics, innovative, high-performing skincare and elegantly crafted quality tools that fuse simplicity and elegance, no other brand does it better than shu uemura.
PIONEER: How (third from left) with training executive Frederick Ng (second from left), shu uemura boutique manager Selina Wong (left) and shu uemura beauty consultants presenting the brand’s famed cleansing oil selection available in six varieties.
Founded and named after legendary Japanese make-up artist and beauty pioneer, Shu Uemura, the world renowned beauty brand breaks all boundaries in beauty creation, developed on the founder’s holistic philosophy that beautiful make-up starts with beautiful skin.
“We believe the quality of skincare is essential in creating beautiful make-up, hence the most advanced skincare formulae – with powerful phyto-ingredients and breakthrough technologies – are used as the first step to revealing every woman’s unique beauty,” said Shirley How, Loreal Malaysia assistant PR manager for shu uemura, who was here recently for the opening of Sarawak’s first shu uemura outlet at tHe Spring shopping mall.
The outlet, boasting a contemporary kiosk concept, emphasises the provision of a personalised shopping experience for customers who are able to have direct contact with shu uemura’s wide selection of products while at the same time, engage in a personalised consultation with the brand’s highly qualified beauty consultants.
One-step cleanser
One of the brand’s signature and highly popular products is the cleansing oil – a one-step cleanser that protects the skin’s delicate moisture balance while removing make-up and impurities in a single step.
Blending rich botanical oils, including avocado and jojoba with natural phyto-ingredients, the cleansing oils are formulated in six varieties for perfect, gentle cleansing specific to skin’s daily needs.
“Gentle, thorough cleansing is the first step to beautiful skin and the cleansing oils are formulated, using the unique HPO System, a complex combination of three molecularly distinct oils that trap the lipophilic residue of stubborn waxes and oils found in waterproof mascara, foundation and lip colour,” How explained.
Once emulsified by water, she added, the cleansing oil encapsulates hydrophilic residue such as dirt and sweat, gently lifting both types of impurities from the skin’s pores simultaneously.
“The cleansing oil’s high affinity to skin allows for a gentle, yet effective cleansing without interrupting skin’s natural balance.”
According to her, this symbolic product of shu uemura is available in two categories – essential youth and concern youth.
“Each specific cleansing oil caters to the different types of skin conditions ranging from dry, combination and oily skin to aging skin concerns, stressed skin and dull skin tone concerns.”
Besides the cleansing oils, the brand’s skincare line consists of carefully developed formulae that adhere to the highest standards of efficacy and respect for the skin.
Deep seawater elements
Among them is the Depsea Therapy Moisture Recovery series which uses deep seawater elements to create a long lasting moisture environment to replenish and protect the skin from dehydration and stressful external elements.
How said the beauty of shu uemura’s Depsea water is its high affinity to the skin which is therefore ideal for skincare.
“Depsea water matures in the depths of the ocean, remaining in its pristine state for a rich combination of minerals. Through extensive research, it has been shown that Depsea water increases the amount of filaggrin, a protein considered one of the main precursors to Natural Moisturising Factors (NMF) inside the skin by four times compared to sterile water.”
She added that the Depsea water helps to naturally provide moisture to the skin, thus improving skin quality and is incorporated into shu uemura skincare and make-up products for additional moisturising effects such as the internationally adored Depsea Water facial mist sprays with natural floral and herbal aromas.
Meanwhile, the shu uemura cosmetic range of extraordinary spectrum of colours and textures found within the brand’s atelier enables every user to become a true artist, liberated to freely experiment with infinite expression and make-up designs.
“Preparing a suitable base is the first step to achieving a beautiful and long lasting make-up design and shu uemura’s distinctive philosophy in make-up application uses a technical understanding of bone structure and skin thickness to structuralise the face,” How said.
“By evaluating the parts of the face that need more or less coverage, it’s possible to ‘layer’ and ‘sculpt’ the foundation to enhance the beautiful features of an individual.”
Signature product
shu uemura foundations are offered in a wide range of colours and textures in liquid, cream, compact and loose powder form, to create a precisely laid base for an overall striking complexion.
A signature product from this range is the new and improved UV under base mousse with SPF30 PA+++.
“Introduced 20 years ago, this first ever make-up base in the form of a mousse, achieves invincible skin perfection with breakthrough ingredients that provide a comfortable, hydrating feel, minimises pores to give skin a smooth, even finish and improves coverage with a sheer-veil effect and more importantly, SPF30 PA+++ for fortified sun protection,” she explained.
As the cosmetics brand most highly attuned to the latest trends in beauty and fashion, shu uemura boasts an unrivalled 150 shades of eye colour, 40 shades of nail enamel and over 200 lip colours, offering a kaleidoscope of inspiration to create individualised beauty for every woman.
The brand’s tools and accessories have been deemed the finest by make-up artists the world over such as the legendary shu uemura eyelash curler. Its high quality craftsmanship and precision manufacturing according to Japanese standards has made the internationally acclaimed eyelash curler the best of the best.
Also among the most professionally trusted products are shu uemura’s iconic false eyelashes where each lash set is handcrafted by premium edition masterpieces for an avant-garde make-up creation, broadening the possibilities of expression.
In conjunction with the outlet’s opening, customers who purchase RM200 and above, are entitled to a four-piece travel set (while stocks last) comprising cleansing oil, Depsea water facial mist spray, whitening lotion and whitening emulsion.
To learn more of shu uemura’s range of products, shu uemura boutique is located on the ground floor of tHe Spring shopping Mall.
* The first 60 readers of The Borneo Post/thesundaypost who present this article at the shu uemura boutique are entitled to a free shu uemura whitening trial kit.