Shu Uemura launches RD163 – The perfect red for every Asian Skin tone

In partnership with Lotte Duty Free, Shu Uemura launched their newest and boldest lip colour, RD163, in glitzy pop-up in Seoul –and I’m painting the town red with it. 

The perfect shade of red lipstick is every woman’s secret weapon. Not only can you always rely on your trusty red-lippy to elevate your look from ‘basic’ to ‘fantastic’, it is also the perfect solution to erase away any jet-lagged induced stress lines. (Because who’s gonna be looking at those eye-bags, when your red lips are so on point?) 

I love Shu Uemura’s ‘Play, create, and master your own beauty’ slogan, because we shouldn’t be afraid to own our beauty. We’re all different – but all individually beautiful. So in order to help us become the masters of our beauty, Shu Uemura has taken your favourite red-lipstick to the next level with their new RD163 lip colour. According to Shu Uemura International’s Artistic Director, Kakuyasu Uchiide, he has created the ‘Perfect Red for every Asian Skin tone’’. RD163 is the latest addition to the Rouge Unlimited lipstick Range, and comes in three different moisturising finishes. From creamy matte, supple satin, to the very glossy lacquer shine — each finish represents a different kind of red-lip day for Shu Uemura’s fierce and fabulous red lipstick women. 

To celebrate the launch, Shu Uemura transformed Lotte Duty Free’s Star Lounge VIP Customer facility, in Myeong-Dong into the Shu Red Playground. A high-design multi-sensory pop-up that featured six different experiential areas — all with the unifying message of ‘The Red Code to unlock your beauty’. After checking into reception, guests received an interactive digital map – that helped them navigate different beauty checkpoints across the Shu Red Playground. Each checkpoint highlights different aspects of the Shu Uemura brand, while inspiring guests to discover their perfect red lipstick. Lastly, guests were treated to signature Shu Uemura makeovers, before taking selfies at the Red Jenga Backdrop. 

Check out The Moodie Davitt Reports Instagram Story Highlight here
1.Use the Interactive Map to find checkpoints 2. Play on the Digital Slot Machine 3.Find your perfect red lipstick with Shu Uemura

All in all, the Shu Red Playground was a literal playground for Seoul’s myriad of millennial beauty fanatics, and is a great example of activations done right. A clever mix of digital and real life experiences that helped guests unlock their perfect red lipstick,  and inspiring them to be the masters of their own beauty. Not to mention – have a load of fun too. 

“We wanted consumers to discover Shu Uemura’s perfect purest red – RD163, a pure, timeless red lipstick that goes beyond trends to beautify every single unique face — through a fun and playful retailtainment experience. Our team has once again successfully pushed the boundaries in bringing creative games and innovation to the pop-up.”  – Tony Khajenouri L’Oréal Travel Retail Asia Pacific Shu Uemura General Manager 

Read the Story on The Moodie Davitt Report