The SHU brand became a partner of the show "Patsanki" and moved away from traditional product placement with disruptive advertising inserts, instead integrating its flagship product - the SHU lip stick - into a full-fledged story arc. SHU became an integral part of the heroines' narrative: contestants experimented with makeup with support from the brand ambassador, created content in a branded SHUmnaya (SHU-smart) room, and competed for the title of SHUmnaya Lady (SHU-smart Lady), with the winner announced in the highest-rated finale episode.