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.

KANEBO, a brand that communicates not merely beauty but hope with its message: “I HOPE.” announced a new web commercial set to be released on September 5, 2025. Respecting the evolution of life reflected in human skin and the strength of humanity with a history of over 4 billion years, the commercial expresses KANEBO's aspiration to create cosmetics that embrace all aspects of who people are.

KANEBO develops products through research in “Life Intelligence”—a philosophy that harnesses the evolution and strength of life, learning from the wisdom of organisms that have survived. Since life emerged on this planet 4 billion years ago, living things have continually evolved to overcome countless hardships. Inspired by the strength, beauty, and hope of humanity, KANEBO aims to create cosmetics that embrace all aspects. Their products are designed to bring out “hope” within every individual, celebrating the strength of life. This commitment is encapsulated in their tagline: “Cream or dream?”

The human body and the skin hold the memory of life's evolution. The commercial depicts “4 billion years of life's history” through artwork that interacts with it. Various living organisms move dynamically around the performers, symbolizing the memory of life and demonstrating the ongoing connection from ancient times. The flow of life until today is represented through CG and animation. The filming aimed to capture the strength of life and its essence, allowing viewers to feel that connection.