Japanese makeup brand Shu Uemura @植村秀中国 recently announced actress @我是娜扎 as their China brand ambassador. At the same time, Shu Uemura released a new line of Rouge Unlimited Lipsticks. Shu Uemura invited many beauty bloggers, including @顶酱oni, @莲太太, @飘雪的星期八, and @_Ryiii, to create product reviews on Weibo. As Chinese New Year is just around the corner, some Chinese beauty bloggers created CNY inspired tutorials, which generated significant attention and interaction from followers. The campaign’s hashtag #大红大紫# has tracked more than 21M impressions and 100K discussions. Shu Uemura’s brand mentions on WeChat spiked 3,672% during the campaign period. In the past week, 48 influencers mentioned Shu Uemura in 53 posts, generating more than ¥3M in social media exposure value.