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It’s Mario Time! Get First Dibs On The New Shu Uemura x Super Mario Bros Collection




Japanese beauty brand Shu Uemura has mastered the art of kawaii packaging, collaborating with trailblazers like legendary designer and Chanel creative director Karl Lagerfeld, Tokyo-based jewelry brand Ambush, prolific visual artist Takashi Murakami, Parisian fashion house Kitsuné, and Korean fashion designer Kye to create limited-edition collections comprised of skincare, makeup, and haircare products packaged in playful, exuberant, dynamic, and often heart-warming bottles, jars, tubes, compacts, and palettes. This October, Shu Uemura is unveiling a new limited-edition collection featuring the cast of characters in the fifth best-selling video game of all time: Nintendo’s Super Mario Bros.

As with any Mario video game adventure, this collection is built upon a premise that posits him in a heroic role. In this case, the action begins on a snowy night in Tokyo, when Mario ventures to help Princess Peach protect the Mushroom Kingdom’s makeup treasure, gathering colorful beauty products along the way and safeguarding them against the evil Bowser, who is intent on snatching these items in order to deprive the world of their vivacity and subject them to the dreariness black-and-white universe.

Given the collection’s backstory, then, you can expect to see a lot of saturated colors that tie into the classic video game — bold reds reminiscent of bricks and mushrooms, sunny yellows befitting of super stars, golds that evoke coins, oranges reminiscent of fire bars and Podoboos, and pops of carnation pink in homage of Princess Peach’s regal gown.

Gaming aficionados will exclaim “Mamma mia!” when they lay eyes on the Shu Uemura Essence Absolue and encounter a pixelated version of Mario in the red overalls he donned in the initial 1985 version of the game (his overalls were blue in later editions) standing atop a brick block, Princess Peach propped atop a similar structure slightly above him, waiting for him to jump up and join her. Others might smile when they check out the Shu Uemura Shampoo and Conditioner and find Mario seemingly swimming through an underwater universe, with some of his peskiest enemies wading around him — among them the squid-like enemies known as “Bloopers” and the cartoon-y puffer fish known as “Cheep Cheeps.” Lipsticks, eye liners, and powder compacts are similarly adorned with mushrooms, stars, fire flowers, piranha plants, and warp pipes.

Though the Shu Uemura Super Mario Bros. collection won’t officially launch until October, the Japanese brand is holding a flash sale tomorrow, September 15th, and inviting customers to nab their favorite items a month before the line’s official release. Tomorrow, then, you can log onto ShuUemuraArtOfHair-USA.com and ShuUemura-USA.com and grab Mario-themed versions of the such must-have Shu Uemura products as the Cleansing Oil Shampoo and Cleansing Oil Conditioner, the Ultime8 Sublime Beauty Cleansing Oil, as well as the brand’s award-winning eyelash curler. You can also check out the new color cosmetics in the collection, which include the charming Peach’s Eye & Cheek Palette, two Fresh Cushion Blush shades, two Rouge Unlimited Supreme Matte colors, two Rouge Unlimited Sheer Shine shades, two Tint in Balm hues, three Drawing Pencil hues, and a Dual Stamp-Me Liner.

Ready, gals? Let’s a-go!

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