THAILAND. Shu Uemura Travel Retail’s City Mart activation, launched with King Power to coincide with the latter’s 35th anniversary in October, has turned into a blockbuster success story, according to the L’Oréal-owned brand company.
The activation at King Power Rangnam 1 in downtown Bangkok leverages Japanese convenience store aesthetics to highlight brand pillars and ‘starify’ Tsuya Foundation, described as L’Oréal-owned Shu Uemura’s new icon. It runs until 31 December.
The activation showcases the brand’s heritage and playfulness, featuring eye-catching displays resembling beverage fridges, oden warmers and ice cream freezers.
The launch marks the brand’s first Brand Ambassador-led makeup show, providing valuable upskilling opportunities for the Shu Uemura store team while encouraging them to share their expertise and personalised tips with beauty enthusiasts.
The show features popular products including the Unlimited Block:Booster Hydrating Primer, Unlimited Care Tsuya Serum Foundation and Unlimited Lasting Makeup Fix Mist, all designed to create long-lasting looks suited for the Asian climate.
Complimentary makeup consultations and services post-show, including hand oil massage, a3D brow service and makeup touch-up, encouraging product trialing.
To add to the fun, Shu Uemura offers customers a taste of Japanese treats with free Taiyaki snacks and the chance to enjoy a themed gachapon (capsule toy vending) machine.
Upon minimum purchases, customers enjoy stackable chances to try their luck at the sure-win gachapon machine, with prizes ranging from personalised services and deluxe-sized products to exclusive brand merchandise.
This gamified approach injects an element of excitement and surprise to the shopping experience, making it a memorable one, Shu Uemura Travel Retail said. ✈
