Wow!! 24-Year-Old "Adult Mao" Appears in New "Alsoa Beauty Skin Line" Advertisement
On May 25th, Arsoa Headquarters, which researches, develops, manufactures, and sells cosmetics and health foods, held a new advertising visual presentation for its skincare series "Arsoa Bihada Line" at the Conrad Tokyo in Minato Ward. The facial soap "Arsoa Queen Silver,"known as the "black soap," is a long-selling product launched in 1972. This time, Alsora named its unique skincare approach—"cleanse, remove, moisturize, maintain"—the "Alsora Beautiful Skin Line" and created new advertising visuals. Figure skater Mao Asada, who has been using Alsora products since she was 16, was featured as the character for the second consecutive year.
At the venue, a "mature Mao" appeared dressed in the white gown she wore in the new visuals. While showing some hesitation about whether she was the right choice for a skincare product ad, she beamed with joy, saying, "As a woman, I'm incredibly happy." Asada, who was voted the athlete with the most beautiful skin in a survey, shared, "Having beautiful skin makes me feel fulfilled every day. I make a conscious effort to care for my skin and keep it looking its best."
The unveiled ad visuals feature Asada gazing straight ahead with a determined, dignified expression against a backdrop of sparkling light, her hair blowing in the wind. The tagline reads: "Shine into the future." Though the shoot took place in April, she had already decided to continue her career at that time. Reflecting on how her forward-looking mindset manifested in her expression, she said, "I think there will be various things happening every day, but I want to overcome them and feel 'I'm glad I did.'" The visuals will be used for in-store posters, magazine ads, and outdoor advertising.
Regarding the product, President Reiko Takiguchi referenced the company's philosophy that "true beauty is born from the health of mind, body, and skin." She explained that the product is manufactured with a focus on water and minerals, surrounded by nature in the region encompassing Mount Fuji, the Southern Alps, and the Yatsugatake Mountains. She expressed her aspiration: "We want to grow into a brand that can support the shining future of Japanese women."
On stage, an instructor demonstrated the simple four-step process of the ALSOA Beauty Skin Line : "Cleanse, Exfoliate, Moisturize, and Protect." Asada, who has used the products since her teens, is well-versed in the key application points. She shared that, much like skating, "the effects come from daily accumulation."
To promote wider awareness of the Alsora Beauty Skin Line, the company applied to designate May 28th as "Alsora Beauty Skin Line Day," which was recognized by the Japan Anniversary Association. Asada explained the origin of the date, showing the numbers with her hands: "5 = GO," "2 = Bi (美, beauty)," and "8 = Hada (肌, skin)." President Takiguchi stated, "We want this day to be about promoting beautiful skin, achieved through cleansing." Every year on this day, various proposals for achieving beautiful skin are planned. This year, the video "The Secret of the Alsora Beautiful Skin Line" was released on the official website.
The Alsoa Beautiful Skin Line offers four series tailored to skin concerns, age, and skin type. The advertising visuals feature "Sarslea," a product Asada uses herself.
Official Website: www.arsoa.co.jp
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