Why do people wear lipstick? At KANEBO, we believe lipstick is more than adding color and shine. It awakens vitality, inspiring bold, authentic living. With our philosophy of infusing lips with vitality, we launched KANEBO ROUGE STAR VIBRANT in 2024 with a glossy finish. The following year, we introduced KANEBO ROUGE STAR BREATHE, a soft matte lipstick that brings fresh vibrancy. In July 2026, we will launch KANEBO ROUGE STAR DRAMA, the third installment in our vibrant, long-lasting ROUGE STAR lineup.

In this commercial, KANEBO focuses on lip shape as a reflection of emotional nuance. Lips reveal expression and emotion through vivid, dynamic contours. This new lipstick defines the lips, letting words, expression, and resolve flow forth. Once unleashed, that energy reaches beyond the self and into the world. We believe a single lipstick can shape how we think and live, and inspire the courage to face the world. Our tagline captures this: “Define your lips. Create your world.”

Lipstick doesn’t just define the lip line. It shapes one’s resolve, words, gaze, and way of life. As lips become more defined, expression and words come into sharper focus, subtly shifting our relationships and how we face the world. In this commercial, lipstick brings everyday life into vivid focus, revealing the drama of small everyday miracles and the energy they spark. This concept comes to life through flowers in full bloom and the powerful vocals of Shiho Ochi of Superfly. We believe makeup can be more than mere self-adornment, strengthening self-belief and enriching our relationships with others.

In this commercial, the act of applying lipstick and subtle shifts in expression capture the moment when quiet inner strength opens up to the world. As petals swirl in the wind, the lips, gaze, expression, and movement resonate with the flowers’ motion and color, revealing inner resolve as it spreads outward. Featuring a cast of 18, the film reveals quiet strength in each person—the strength to decide, face others, and step into the world.

KANEBO is a cosmetics brand that conveys not just beauty but hope through its message "I HOPE." The company will release a new web commercial on January 1, 2026. The brand’s philosophy—that the passing years represent growth rather than aging, and that life is an ongoing, precious journey—is expressed through the energetic performance of Shiho Ochi of Superfly and visuals that interweave past, present, and future.

KANEBO positions cosmetics not as tools to pursue beauty or preserve youth, but as partners that help people cherish the present and move toward a hopeful future. People grow at every age, and hope is present in every moment. Through the phrase "Life is a journey," the commercial conveys our vision and commitment to craftsmanship in cosmetics.

This commercial was inspired by the shared values of KANEBO and Shiho Ochi, both as Superfly and as an individual. Her energetic passion, underpinned by stoic, earnest dedication, has long delivered powerful, life-affirming messages through her songs. In this video, she conveys our aspiration to be a source of strength for everyone moving forward.

This commercial interweaves the real Shiho, age 41, with AI-generated past and future versions of herself. We aimed to capture the experience of living in the present alongside all versions of Shiho — from childhood and her striking debut in her twenties to the years ahead. We held repeated meetings to explore her childhood dreams and how future Shiho might engage with her singing and her life.