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Sofina Primavista Launch Event What are Mr. Ishihara's "Five Principles of Beauty"?
Kao held the "Sofina Primavista New CM Presentation" at Omotesando Hills in Shibuya Ward, Tokyo, on February 9th. The commercial was produced to coincide with the launch (February 21st) of the new product "Sofina Primavista Beautiful Skin Texture Powder Foundation" from the cosmetics brand "Sofina".
Seiichi Okura, Brand Manager of the Sofina Business Group, spoke about Sofina Primavista, now in its ninth year since launch: "It has grown steadily and ranked number one in base makeup sales for four consecutive years." He introduced the refreshed brand message and the new foundation.
He explained the new product aims for a natural finish to meet consumer demand for a "bare-skin feel." The brand message is "Live makeup-free," and he expressed the desire to support women living authentically.
Three new TV commercials airing from February 18th feature: "Beautiful Natural Skin Texture Powder Foundation - Satomi Ishihara," "Same - Miho Kanno," and "Same - Haru." Each highlights the natural feel and finish against the backdrop of the women's lifestyles. The CM features the new song "KNOCKKNOCK!" written and performed exclusively for the campaign by the popular group Dreams Come True. The commercials have been previewed on the newly established official Instagram account since the 9th.
After the commercial screening, actress Satomi Ishihara appeared on stage wearing a white pantsuit, a choice she explained was made to reflect the foundation's image and the seasonal shift towards spring.
Regarding the commercial, she commented, "At first, I thought, 'Why no makeup for a cosmetics product?' But when I heard they value a natural look and bare skin feel, it made sense."
She carefully explained her daily beauty routine, covering skincare, makeup, and cleansing. Her talk reflected her reputation for beautiful skin. She also revealed that, compared to before, she now consciously tries to consider and understand others' feelings before acting, which has reduced her irritability and improved her mental well-being. She shared that enjoying "pairing" (food and drink combinations) while engaging in lively private conversation is a happy time for her.
With Valentine's Day approaching, a special cake embodying the brand's image appeared on stage. Ishihara smiled at the decoration modeled after the product's compact. For Valentine's makeup, she advised, "Using pink blush is a good idea. But try not to make it look like you tried too hard." Playing on the word "make-less," Ishihara announced her "Five Rules of Beauty." She shared experience-based tips, such as always keeping moisturizer nearby for consistent skincare and emphasizing that becoming skilled at makeup requires dedicated research and repeated trial and error.
Finally, she addressed women who aspire to "live makeup-free": "Your true self comes out in critical moments. Find your natural self for those times."
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