New TSUBAKI TV Commercial Mr. Fukuyama treats three women to a shampoo experience
Shiseido is revamping its hair care brand "TSUBAKI" and will launch the new line in late March. To mark the occasion, the company held a new TV commercial launch event on March 12 at the Shiseido Ginza Building in Chuo Ward, Tokyo.
At the outset, President Masahiko Uotani stated, "Taking the product renewal as an opportunity, we will establish the toiletries division as an independent business unit. We will pursue integrated marketing encompassing R&D, brand management, sales, and retail," positioning this as a key pillar of the growth strategy for 2020.
Kazunori Kume, TSUBAKI Senior Brand Manager of the Personal Care Marketing Department, explained the product: "It will be reborn as a brand for women seeking beautiful hair, providing double care for both hair and scalp." He revealed plans to acquire new customers through concentrated TV commercial airings and large-scale sampling.
At the venue, the newly revamped TSUBAKI commercials featuring Masaharu Fukuyama, Anne, Ayaka Miyoshi, and Kyoka Suzuki, set to air starting March 15th, were screened. The three actresses who appear in the commercials then took the stage.
The commercials depict a seaside mansion at the end of a camellia-lined path. The story follows Mr. Fukuyama, who lives there, washing the hair of visiting women, thereby giving them confidence and happiness. The theme song is "Let Me Live Like Flowers Bloom Again and Again," written by Mr. Fukuyama.
The three shared their impressions of filming the commercial and working with Fukuyama. Regarding the product experience, they gave high praise: "The lovely scent lasts, and hair feels soft and bouncy," "I truly felt my hair condition improve," and "I want to keep using it." In a video message, Fukuyama announced his appointment as TSUBAKI ambassador. Sharing memories about women's hair, he stated, "The song was completed guided by the commercial's concept. I hope it conveys the message of living sincerely while embracing positive daily changes."
When asked what they wanted to "refresh," the three responded: "I want to refresh into a mature woman" (Miyoshi), "Refresh every single item I own" (An), and "Refresh in my own way" (Suzuki). They expressed their anticipation of welcoming spring with beautiful hair thanks to TSUBAKI.
The commercial can be viewed on the official website ( http://www.shiseido.co.jp/tsubaki/index.html ).
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