Japanese comedian and fashion star Naomi Watanabe partnered with beauty brand Shu Uemura for a second makeup collaboration in July 2019. The limited-edition collection, called 'Now Me', stood out for its bold colours and campaign images that, unusually, featured Watanabe's body.
Rather than relying on standard beauty poses, the campaign offered a playful take on makeup ads. It also shared a message about self-expression, inviting people to enjoy their looks and feel confident in their own skin.
A Bold Beauty Campaign
The 'Now Me' campaign was created to show the beauty of being yourself. Japanese art director Yuni Yoshida led the campaign's visual design, using a clear sheet of plastic to hold makeup products against Watanabe's body and create striking images. The unusual set-up made the products part of the photos in a way that went beyond a typical beauty shoot.
Naomi Watanabe in the advertising campaign for her "Now Me" second limited-edition makeup collection collaboration with Shu Uemura, art-directed by Yuni Yoshida. pic.twitter.com/gE2l7OQcj3
— PmAmTraveller (@pmamtraveller) October 13, 2026
According to design publication Designboom, the images placed the products between Watanabe's body and a sheet of clear plastic. The result gave the makeup a close, almost painted-on look that made the photos stand out. The creative approach also put Watanabe's body at the centre of the campaign rather than treating it as something to hide.
Watanabe spoke positively about the creative process, saying, 'As always, she made full use of my unique body,' in a post discussed by Designboom. She added, 'I think it's a style that only I can express.' The images offered a fresh way to present beauty products while keeping Watanabe's personality at the heart of the work.
What Was in the Collection?
The second 'Naomi for Shu Uemura' collection focused on lipsticks and cheek colour. It included four lipstick shades and two blush shades, giving makeup fans several ways to change their looks. The products were sold as a limited-edition collection in Japan.
The lipstick shades covered a range of styles, from soft nude pink-beige to deep red and orange. The four shades included 'Attention Stealer', 'Silent Crusher', 'No. 1' and 'Unfollower', names that added a playful touch to the range. The collection offered both glossy and matte finishes, allowing users to choose between a softer look and a stronger colour.
The two blush shades were soft coral and medium amber, designed to add warmth to the face. Shu Uemura's brand blog also noted that the lipstick cases featured lip-shaped designs in colours that matched the makeup inside. Together, the products and packaging carried the campaign's focus on colour, fun and personal style.
The Message Behind 'Now Me'
The name 'Now Me' played on Watanabe's first name and the idea of showing who you are in the present moment. The campaign encouraged people to express themselves through makeup instead of following a single idea of beauty. Its message was about feeling good in your own skin and using colour to show your personality.
Watanabe said she hoped the collaboration would help people live each day with care and move forward with confidence. As Vogue Japan reported in July 2019, she wanted makeup to support people as they expressed themselves. Her words gave the collection a clear message beyond the products themselves.
The campaign also offered a different view of how beauty products could be shown in advertising. By placing Watanabe's body at the centre of the images, the creative team moved away from more familiar product shots and posed beauty photos. The result was a campaign that joined makeup, art and self-expression in a memorable way.
When Did It Launch?
The collaboration was first released at selected shops on 10 July 2019, before its wider Japanese launch on 20 July that year. Vogue Japan reported the release dates and confirmed that the collection was limited edition. Shu Uemura's brand blog also described the products as a special collection available in Japan.
The launch followed the success of Watanabe's first collaboration with Shu Uemura in 2018. Her second collection built on that partnership by adding blush for the first time and offering a new set of lipstick colours. The campaign's visual style gave the release a clear identity of its own.
Although the 'Now Me' campaign is not a new launch in 2026, its unusual images remain a strong example of creative beauty advertising. The project showed how a makeup campaign can do more than display products by giving its subject a clear role in the story. For Watanabe and Shu Uemura, the central idea was simple: makeup can be a way to express who you are.
