Shu Uemura Beauty Ambassador

Japanese actress/model Yamada Yu has just been unveiled as the new Shu Uemura Beauty Ambassador. Her first ad campaign is for the revamped UV Under Base Mousse SPF30 PA++. This is the 8th generation of the UV Under Base Mousse, which debuted in 1990. The airy mousse texture was groundbreaking for its time, and made application virtually idiot-proof.

The choice of Yamada Yu is a surprising move for Shu Uemura, which usually uses Caucasian models in its ad campaigns. But perhaps the brand is trying to appeal to a broader mass market in Japan. You can watch a video clip of the Shu Uemura press conference in Tokyo on Youtube but the interviewers were more interested in quizzing her about her love life than about Shu Uemura!