For a long time, it was difficult for many women to find a foundation that perfectly matched their natural skin tone. It’s with these women in mind that Shu Uemura developed their Lightbulb foundation. How was Made in going to bring this great shade range to life? With 16 bloggers who each embodied one of the shades.
In either a blog article or a Youtube video, they all talked about the foundation and its uniquely shaped sponge, which gave the foundation for a luminous, lit-from-within finish. The content was featured on the Shu Uemura home page, and was also amplified by the influencers thanks to shares on social media. The Youtube videos got over 110 000 views, and sponsored tweets got over 5 000 clicks.
The bloggers have chosen truly appreciated the foundation. The proof? Two weeks after the end of the campaign, three additional videos featuring the foundation had been posted by the influencers.
Following this social media campaign, the foundation was the second most-sold Shu Uemura in North America, surpassed only by the brand’s iconic lash curler.
