# Video Game Cosmetics Collections The Shu Uemura x Super Mario Collection is Focused on Playtime By Mary Van Puymbroeck | Published 2017-07-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shu-uemura-x-super-mario References: [refinery29](http://www.refinery29.com/2017/07/162678/super-mario-shu-uemura-holiday-makeup) & [finder.au](https://www.finder.com.au/shu-uemura-super-mario) The Shu Uemura x Super Mario [cosmetics collaboration](https://www.trendhunter.com/trends/charlotte-tilbury-x-genshin-impact) has been announced by an interview with Shu Uemura's creative director Kakuyasu Uchiide. This [nostalgic cosmetics collection](https://www.trendhunter.com/trends/pixars-toy-story) will be available just in time for the holiday season and will feature exclusive packaging and products with a Super Mario theme. In an interview with [WWD](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit), Uchiide discussed the brands intention behind the collection. "This collection is not so much about creating, but it is about playing...I want people to be able to play with their individual style." One of the stand-out pieces in the Shu Uemura x Super Mario line is the double-ended eyeliner pen. One end features a jet black felt tipped eyeliner pen and the other end is a 'Super Star' stamp to finish any look with a playful beauty mark. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 90% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Nostalgic Cosmetics Collaborations:** The Shu Uemura x Super Mario collection taps into nostalgia to create unique cosmetics collaborations. - **Holiday Themed Cosmetics Collections:** The Shu Uemura x Super Mario collection capitalizes on the holiday season by offering exclusive packaging and products. - **Interactive Makeup Products:** The double-ended eyeliner pen in the Shu Uemura x Super Mario collection demonstrates the potential of interactive makeup products. ### Sectors Adopting This - **Cosmetics:** The cosmetics industry can explore collaborations with iconic video game franchises to create unique and nostalgic collections. - **Fashion:** The fashion industry can seek partnerships with video game companies to develop themed collections that combine beauty and apparel. - **Entertainment:** The entertainment industry can collaborate with beauty brands to create makeup lines inspired by popular characters and franchises. ## Related on Trend Hunter - [Game-Inspired Soap Collections](https://www.trendhunter.com/trends/gameinspired-soap-collection.md) - [Cozy Video Game Loungewear](https://www.trendhunter.com/trends/super-mario-meets-gelato-pique.md) - [Video Game-Inspired Makeup Ranges](https://www.trendhunter.com/trends/pat-mcgrath-labs-x-candy-crush-saga.md) - [Cartoon-Inspired Makeup Lines](https://www.trendhunter.com/trends/colourpop-3.md) - [Video Game Refreshment Campaigns](https://www.trendhunter.com/trends/suntory-x-super-mario.md) - [Video Game Travel Merchandise](https://www.trendhunter.com/trends/nintendo-super-mario-travel-items.md) - [Fantasy-Comedy Makeup Collabs](https://www.trendhunter.com/trends/colourpop-x-dreamworks-shrek.md) - [Collaborative Vibrant Makeup Collections](https://www.trendhunter.com/trends/emilio-pucci.md) - [Video Game Ice Creams](https://www.trendhunter.com/trends/super-mario-x-baskinrobbins.md)