L’Oreal Puts Lockdown on Shu Uemura – Leaving US

L’Oreal USA, a 35% share owner of Shu Uemura since 2000, is shutting down all US locations for the premiere Japanese brand.

Shu Uemura is best known for the cult favorite eyelash curler (in 24k gold even), gorgeous assortment of false eyelashes, and lavish cleansing oils.

The beauty industry has been hit especially hard during this economic downturn, and very high priced brands like Shu, as beloved as they are, are not weathering well. The company was known for ingenious and unusual use of ingredients, seemingly sparing no expense to add to the line. For their deep sea water, which is a claim to fame, Mr. Uemura had a special pipe drilled and fitted to bring up the liquids from a depth (nearly 3300 feet) which he felt would satisfy. The water is piped in to his exclusive Japanese spa as well.  This kind of product quality and care is difficult to sustain in down times.

As much as this announcement will strike fear into beautyphiles, I don’t think it will do much harm. Most Shu fans in the US have probably never been to a Shu store, and buy merely on reputation and word of mouth. Would it be nice to saunter up to a counter to experience items first hand? Of course. But unless L’Oreal is intending to kill brand competition here, there is a chance the Shu legacy can actually improve by using luxury marketing’s oldest trick: increased desirability through limited accessibility.