The what? Japanese beauty brand Shu Uemura has teamed up with popular video game Pokemon to launch a new Pikashu make-up collection, a spin off character from the popular Pikachu.
The details The range features 22 items including skincare, make-up and beauty accessories, and will be launched in stages until 15 November.
Products include eyeshadow palettes, lip sticks, foundations, eye lash curlers and make-up remover, as well as a children’s line.
The why? Cross-industry collaborations are a tried and tested way to reach out to a new audience, with Shu Uemura clearly reaping the benefits of the gaming community, having previously launched Super Mario Bros gaming collection in 2017.
And the results speak for itself – the Shu Uemura server was said to have gone down on 18th October, the pre-release date, with consumers taking to Twitter to air frustrations at not being able to purchase the items to due to the high traffic.