I HOPE. Lights of Hope
2025.1.9 KANEBO’s new TV commercial “I HOPE. Lights of Hope”
When each person begins to shine, sparkles spread across boundaries, enriching society and the future with diversity. The new commercial represents KANEBO’s commitment to accepting all aspects of who they are and changing the world with hope. Our philosophy is reflected in this slogan: “KANEBO does not simply sell cosmetics. We offer hope.”
The dynamism and strengths are created by cosmetics.
The commercial features four main casts and over 100 individuals, embodying the dynamism and strengths of people who hold onto hope. Mirrors, which serve as symbols in this commercial, represent the connection between cosmetics and hope. The identities of each individual and their longing for hope are expressed through the reflection in the mirrors.
The four main casts express their individuality by wearing makeup featuring KANEBO’s iconic lipstick, foundation, eye shadow, and cream. Despite facing challenges, they remain resilient, pursue hope, and shine as individuals in their diversity.
The musical style of over 100 cast members celebrates diversity.
The scenes depict the lights of hope within each individual, expressed through a musical performance featuring over 100 cast members. The direction emphasizes individuality through each cast's mirrors rather than uniform movements. The four main casts are presented as leaders of hope, representing various appearances and styles among the people.
Sena Nakajima
model
Sena Nakajima applies lipstick, which is the primary product associated with the cosmetics image. The stunning sunlight reflected in the mirrors of over 100 cast members in the scene embodies KANEBO's message to the world.
Sharar Lazima
model/writer
Sharar Lazima expresses her identity and strong will, free from typical stereotypes, including racial issues. She puts on a foundation, with which we can change to the favorite skin complexion, and an impressive message comes from the scene of her gazing at the sky with intense eyes at dusk.
Toa Yagi
artist
Toa Yagi delivers a captivating dance and creates innovative choreography using mirrors. Her intense gaze and movements in front of the camera were highly engaging, captivating the shooting crew. Her dance conveys a powerful message, projecting light beyond the screen.
Mandy Sekiguchi
performer
Mandy Sekiguchi holds a mirror and runs with full energy. His expression reflects a determination to move forward, resilience from past setbacks, and an ambition to seize a glimmer of hope. Through his spirited run, he conveys a powerful message of inner strength.
I HOPE. A Hopeful Serum.
2024.11.5 KANEBO’s new TV commercial “I HOPE. A Hopeful Serum.”
“KANEBO FUSION-ING SOLUTION” is a serum that enhances a complexion when feeling happy.
It was developed by KANEBO’s thoughts of capturing the whole of humanity.
People living with their hearts look so alive.
This new serum was created through extensive research on the skin and mind, revealing their radiance, beauty, and strength.
This TV commercial describes not only people’s skin but also their minds in an advertisement for cosmetics.
The howling wind symbolizes the emotions of those trying to remain strong in this world.
Rich emotions are reflected in the cast’s energic facial expressions, flowing hair, and outfits.
The awakening of emotions and energy inspires hope.
An emotional uplift from within and an outpouring of energy draws out strength and beauty to live fulfilling individual lives. Three casts represent KANEBO's vision through their entire bodies.
Sena Nakajima
model
“If your cosmetics only affect your looks, you’re missing out.”
Sena Nakajima embodies the intention of the commercial, and her presence represents its core foundation.
Mirai Moriyama
artist
Examining one’s inner mind to find hope and pride during this era with constant transitions.
Mirai Moriyama expresses these emotional movements through his remarkable physical dynamism.
Despite filming in strong winds, his inner strength as a dancer, which goes beyond mere appearance, was reaffirmed through his subtle emotional fluctuations and expressions.
Uta Abe
Judo athlete
Uta Abe expressed the soaring emotions of an individual person, alongside the beauty of a soul that lives with heartfelt purpose.
While the entire meadow swayed energetically, the scene captured a strong, vibrant energy that radiated from her.