Yumi Kaizuka: Redefining Beauty Through Natural Aesthetics in Sports Campaigns

New York-based Yumi Kaizuka is a visionary makeup artist whose work bridges artistry and storytelling, redefining beauty in every project she undertakes.

Kaizuka, a native of Osaka, Japan, boasts a wealth of experience spanning approximately two decades as a makeup artist in the vibrant landscape of New York City.

Throughout her career, Yumi has worked with a diverse array of fashion, beauty, and lifestyle brands, including Adidas, Cole Haan, DevaCurl, Intimissimi, Sophie Ratner Jewelry, Uniqlo, James Allen, Kiehl's, Mara Hoffman, Maybelline, Puma, Schwarzkopf, and numerous others.

Her professional portfolio extends to commercial endeavors with tech giants, including Google and IBM, as well as collaborations on editorial projects with esteemed publications such as GQ, INC Magazine, The New York Times, and Variety, to name a few.

Presently, she is represented by the esteemed South James Agency. Amidst her array of achievements, Yumi has made a significant mark on the beauty realm with her distinctive "natural beauty aesthetic," which gained widespread popularity within the mainstream sphere around 2018. This trend has since become an integral part of the industry landscape, with multiple brands creating their interpretation of "natural" makeup products.

Yumi’s work transcends the mundane application of cosmetics, transforming faces into captivating canvases that reflect not only beauty but personality and emotion. Kaizuka has a unique approach to makeup and has a strong influence on the industry with her natural makeup looks backed by creative strength that drives her work.

In 2021, Yumi brought her creative expertise to Puma's 'Black Fives' campaign, using her artistry to honor the campaign’s powerful narrative of Black excellence and inclusivity. Her ability to translate the campaign’s vision into compelling visuals exemplified her talent for enhancing stories through makeup.

Yumi played a pivotal role in bringing authenticity to Puma's 'Black Fives' campaign, which celebrated Black excellence and historical legacies. Her thoughtful approach to natural aesthetics ensured the visuals resonated deeply with the campaign’s core message.This campaign, featuring a range of Black athletes and influencers, seeks to amplify the voices and experiences of this community, aligning Puma with a powerful social movement. The campaign's success hinges not only on the product itself but also on its ability to engage with the target audience on a deeper, more meaningful level.

The makeup artist on the shoot for the campaign images was Yumi Kaizuka, who helped bring out the authentic spirit of the campaign. “The Black Fives campaign was deeply meaningful because it honored the pre-NBA history of African Americans in basketball,” she said. “The historical background behind the Black Fives Foundation and its partnership with PUMA made the project incredibly special. It wasn’t just about showcasing a brand; it was about telling an important story and celebrating a legacy. I felt truly honored to contribute to this campaign.”

A cornerstone of the "Black Fives" campaign is its deliberate focus on showcasing Black athletes and figures. This isn't just about featuring individuals on promotional materials; it's about amplifying their stories and highlighting their achievements. The campaign likely includes interviews, social media posts, and documentaries or short films that delve into the personal journeys of these individuals. This authentic representation fosters a connection with consumers who identify with the values and aspirations of the featured athletes.

Yumi’s skillful use of lightweight foundations, cream-based bronzers, and natural-toned highlights brought a radiant authenticity to the campaign. Her meticulous techniques emphasized the models’ natural features while enhancing the campaign’s storytelling.

The campaign's success is directly correlated with the authenticity and impact of the individuals chosen to represent the brand. For example, partnering with athletes who have demonstrated leadership and advocacy within their respective fields, both on and off the field, can significantly elevate the campaign's credibility. This approach goes beyond simple product promotion; it creates a narrative that resonates with consumers on a deeper emotional level.

“I used the available natural light to emphasize the models’ skin tones and features, keeping everything soft and real,” she said. “Natural light can add a timeless quality to photos, so I adjusted the makeup to enhance the way the light interacted with their skin, ensuring it looked radiant and even.”

The digital landscape is crucial for the success of campaigns like "Black Fives." Puma likely employed a multi-pronged approach, leveraging social media platforms to engage with a broad audience. This includes targeted advertising campaigns, influencer collaborations, and interactive content that fosters a sense of community. The campaign's success is directly tied to its ability to create a buzz, generate engagement, and foster conversations around social media.

“I aimed for a look that was fresh and natural but still polished,” she said. “The goal was to complement the campaign’s historical narrative while keeping the focus on the athletes and the storytelling. I used makeup to subtly enhance each model’s features, ensuring they looked confident and authentic on camera.”

Beyond social media, Puma likely employed influencer marketing strategies to amplify the campaign's reach. Partnering with influential figures in the Black community – athletes, celebrities, fashion icons – provides the campaign with a powerful voice and credibility. These collaborations can extend beyond simple endorsements to include interactive content, workshops, and events, further integrating the campaign into the lives of the target audience.

The "Black Fives" campaign has the potential to foster positive change by challenging stereotypes and promoting inclusivity. By showcasing Black athletes and individuals in diverse roles, the campaign can help shift perceptions and challenge the status quo. This can lead to a more diverse and equitable sporting goods industry, impacting not only Puma but also the wider sporting community. The campaign's success depends on its ability to spark meaningful conversations and generate dialogue around representation and social justice.

The product design itself is a crucial element of the "Black Fives" campaign. The sneakers or other products featured should reflect the campaign's values and ethos. This could involve incorporating design elements that celebrate Black culture or using materials and manufacturing processes that align with sustainable practices. The products themselves become tangible representations of the campaign's broader message.

Analyzing similar campaigns from other brands can provide valuable insights into best practices. Examining the strategies of brands that have successfully integrated social responsibility into their marketing campaigns can help Puma refine its approach. These case studies can offer valuable lessons about effective messaging, brand building, and community engagement.

The success of the "Black Fives" campaign will be measured not only by sales figures but also by its impact on brand perception and its ability to foster a more inclusive and equitable sporting goods industry. Puma's commitment to long-term engagement with the Black community, and not just a one-off campaign, will be crucial in solidifying its position as a socially responsible brand.

The "Black Fives" campaign represents a significant shift in Puma's approach to marketing and brand building. It’s a testament to the power of representation, the importance of social responsibility, and the potential of a brand to drive meaningful change. The campaign's long-term success will depend on its ability to remain consistent in its message, continue to support Black athletes and communities and demonstrate a genuine commitment to inclusivity. Ultimately, the campaign's impact will be felt not just within the sporting goods industry but also within the broader cultural landscape.

“Being on set was truly inspiring,” said Yumi. “The energy was a mix of respect for history and excitement for the future. Everyone involved was passionate about the campaign’s message, and that atmosphere made the shoot even more special. Seeing how the collection came to life with such a strong cultural and historical purpose was unforgettable.”

Yumi Kaizuka’s journey is defined by her dedication to elevating beauty through authenticity and storytelling. Whether crafting timeless looks for global brands or championing narratives of inclusivity, Yumi continues to redefine the role of a makeup artist in today’s creative landscape.

Photo of Yumi Kaizuka by Jake Chessum.

Client: Puma x Black Fives

Photo: Frederic Georges

Grooming: Yumi Kaizuka