shu uemura 3D Lash Care mascara Visual Assets

Shu Uemura is a Japan-born brand with a strong global following, built on a distinct aesthetic and a genuine commitment to innovation. With that in mind, monopo took a fresh approach to the visual identity of the 3D Lash Care Mascara™, viewing it through an international lens. To bring this to life, we collaborated remotely with a France-based creative studio, working online with a team of French creatives throughout the entire process. Bringing in a European perspective added a new dimension to the brand’s world– opening up new ways to interpret and express what makes the product so compelling.

To draw out what makes the product inherently special, we partnered with CG specialists who could do justice to its qualities. Every detail– from the sense of depth, color, texture, and feel of the application– was designed to convey the product with precision. The deep black of the mascara was a particular focus; by deliberately contrasting it with the eyeshadow, we were able to make the visual impact hit hard. Through multiple rounds of review with the brand team, we fine-tuned the balance between the digital presentation and the look of the actual product. The final visuals strike a balance between high-quality campaign assets and a true, faithful representation of the product itself.

Alongside the product-focused assets, the project also included a model shoot, expanding the visual range beyond standalone product imagery into content suited for social media. Showing the product in use and the finished look it creates helps audiences picture the experience themselves. These kinds of visuals tend to drive stronger engagement while also communicating the brand’s aesthetic in a way that feels organic.
The final assets were rolled out across a range of touchpoints, including in-store, e-commerce, and the brand’s channels.