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Kanebo Cosmetics "DEW" 2.5-dimensional actor appointed as supporter
Kanebo Cosmetics launched its "Brightening Whitening" line on March 16th from the Dew Aging Care Series. This line prevents dark spots and freckles while hydrating skin to achieve a bright, translucent complexion.
The line features three products: the DEW Brightening Lotion, DEW Brightening Emulsion, and DEW Brightening Cream. Leveraging years of hyaluronic acid research and a sensory design focused on comfort, it fills the entire skin with luminous brightness and firmness.
On March 26, a launch event was held in Shibuya, Tokyo.
At the event's opening, the company's Masae Uchikawa analyzed survey results from 2,000 women, stating, "Even amidst busy daily lives, there's a tendency to seek personal joy and pleasure." She added, "We want people to feel a little luxury and enjoyment in their skincare routine within a relaxed, not overly strenuous lifestyle. We hope as many people as possible achieve such radiant, clear skin that they feel it's almost a waste to cover it with foundation."
To coincide with the launch, the company is running a campaign targeting women planning to get married, dubbed "pre-brides." It aims to support women striving for beautiful skin that complements their wedding dress before the ceremony.
At the venue, campaign supporter Kuroba Mario, a "2.5-dimensional actor" known for musicals like "Touken Ranbu," energized the crowd in a white tuxedo.
Kuroba expressed his enthusiasm: "A bride's appearance is the moment when a woman can be at her most beautiful. I want to help in any small way I can. As a supporter, I'll do my best to spread the word on social media and make 'pre-brides' a buzzword."
Given his frequent use of makeup for his profession, Kuroba also revealed his high beauty standards: "Heavy makeup for stage and dramas damages my skin. To mitigate this, I always use a humidifier. Moisturizing is crucial." Regarding the new product's feel, he commented, "For someone like me who battles dryness, this is the ultimate lifesaver. You can really feel it penetrating the skin."
Until March 31st, the DEW brand website ( https://www.kanebo-cosmetics.jp/dew/ ) is running a campaign where you can try the product. They are giving away the "Brightening Whitening 7-Day Trial Set" to 15,000 people selected by lottery.
Starting mid-April, a "Pre-Bride Support Twitter Campaign" will launch. The DEW official Twitter account ( https://twitter.com/dew_official_jp ) will feature a support video comment from Kuroba. Retweeting the post enters you into a lottery for a whitening experience set. An original filter allowing users to experience being a bride using their own photo is also planned.
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