Sena Nakajima
model
Sena Nakajima applies lipstick, which is the primary product associated with the cosmetics image. The stunning sunlight reflected in the mirrors of over 100 cast members in the scene embodies KANEBO's message to the world.
Is enhancing your appearance only about beauty?
No, it goes far beyond that.
Wearing cosmetics is an act of empowerment.
It's about channeling emotions, harnessing energy, elevating your life.
It offers a tremendous source of strength,
Providing you with the confidence to rise up and change the world.
In this era of constant transition, hope gives you direction,
And we will enrich your journey as you follow your heart.
This is our true mission.
Going beyond beauty, KANEBO heightens hope.
I HOPE. Cream or dream?
2025.9.5 KANEBO’s new commercial “I HOPE. Cream or dream?”
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.
Cream or dream?
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 memory of life's evolution
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.
The power of life
Five cast members embody the symbols “hope.” Their authentic expressions and strong presence demonstrate the vitality that flows through them. This power of life, evident in facing challenges and remaining true to themselves, is depicted through dynamic oceans and deep forests that have nurtured life for centuries.
I HOPE. Lights of Hope
2025.1.9 KANEBO’s new TV commercial “I HOPE. Lights of Hope”
When each person begins to shine, sparkles spread across boundaries, enriching society and the future with diversity. The new commercial represents KANEBO’s commitment to accepting all aspects of who they are and changing the world with hope. Our philosophy is reflected in this slogan: “KANEBO does not simply sell cosmetics. We offer hope.”
The dynamism and strengths are created by cosmetics.
The commercial features four main casts and over 100 individuals, embodying the dynamism and strengths of people who hold onto hope. Mirrors, which serve as symbols in this commercial, represent the connection between cosmetics and hope. The identities of each individual and their longing for hope are expressed through the reflection in the mirrors.
The four main casts express their individuality by wearing makeup featuring KANEBO’s iconic lipstick, foundation, eye shadow, and cream. Despite facing challenges, they remain resilient, pursue hope, and shine as individuals in their diversity.
The musical style of over 100 cast members celebrates diversity.
The scenes depict the lights of hope within each individual, expressed through a musical performance featuring over 100 cast members. The direction emphasizes individuality through each cast's mirrors rather than uniform movements. The four main casts are presented as leaders of hope, representing various appearances and styles among the people.
Sharar Lazima
model/writer
Sharar Lazima expresses her identity and strong will, free from typical stereotypes, including racial issues. She puts on a foundation, with which we can change to the favorite skin complexion, and an impressive message comes from the scene of her gazing at the sky with intense eyes at dusk.
Toa Yagi
artist
Toa Yagi delivers a captivating dance and creates innovative choreography using mirrors. Her intense gaze and movements in front of the camera were highly engaging, captivating the shooting crew. Her dance conveys a powerful message, projecting light beyond the screen.
Mandy Sekiguchi
performer
Mandy Sekiguchi holds a mirror and runs with full energy. His expression reflects a determination to move forward, resilience from past setbacks, and an ambition to seize a glimmer of hope. Through his spirited run, he conveys a powerful message of inner strength.
For a bright society that respects uniqueness of every individual
For a future filled with excitement
Unbiased communication
KANEBO's communication encourages to unleash our potential and let our individuality shine through expressing who we are and who we want to be without hesitation.
Gender-inclusive products
KANEBO strives to create products that go beyond gender boundaries. For example, KANEBO SCRUBBING MUD WASH is a skincare item that offers a clean, refreshed feeling designed to be enjoyed by anyone.
Pink Ribbon
KANEBO supports the Pink Ribbon initiative, which promotes the importance of early detection and early treatment of breast cancer. Since 2017 we have partnered with the accredited NPO Japan Society of Breast Health on campaigns to raise awareness. We engage in a wide variety of activities, including distributing pamphlets on how to do a breast self-exam and contributing to related organizations. * This is the initiative in Japan in partnership with the local NPO. Details may differ by region.
The era of 100-year life.
Pursuing dream in the age of longevity.
KANEBO offers products and beauty advice that enable our customers to stay true to who they are regardless of age throughout life. For example, we give optimal beauty advice for a customer's desired image based on a deep understanding of change in facial appearance and skin conditions due to aging.
Universal design
KANEBO products are created based on universal design, a concept that promotes usability and ease of understanding. For example, the KANEBO CUSTOM COMPACT features a customizable palette layout to accommodate factors such as different hand dominance and frequency of use, making it user-friendly for everyone. * An example of KANEBO CUSTOM COMPACT containing KANEBO EYE COLOR DUO (03, 05, 11).
Offering an opputunity to open up children's creativity
Art event for kids with paint made from cosmetics(Tokyo, Nov, 2022)
KANEBO held an art workshop to offer an opportunity for kids to broaden their creativity and express themselves. We delivered a special experience to exhibit their originality by drawing freely on a wall using colorful paint made from cosmetics.
Supporting IT education activities for children
Donating used tablets(2021)
It is important for children to learn and develop a skill to communicate information in a digitalized environment, which will enhance their potential and open up a new world.
For children who grew up in children's institutes and foster homes
KANEBO supported education activities through donating used tablets to offer them learning opportunities that were not affected by their backgrounds.
Recycled paper and FSC®️certified materials*1
Working towards a world where we coexist with nature, KANEBO utilizes eco-conscious materials*2 for product packaging. Some paper packaging and bags are made of sustainable materials such as pre-consumer and post-consumer recycled paper, or FSC®️-certified materials*1(FSC®️N002281). We are also taking proactive steps towards a recycling-oriented society, such as reducing plastic wrapping and utilizing recycled resources.
- *1 FSC is an international non-profit organization dedicated to the promotion of responsible forest management worldwide.
- *2 Please be aware that these types of paper packaging may be more easily torn or soiled, but this does not affect product quality.
No animal testing
KANEBO develops all the products without animal testing*, and has no plans to introduce this testing in the future. We are committed to product safety, which we pursue during development by following our internal Safety Standards and utilizing our extensive record of safety data.
* Excluding rare cases, such as when it is necessary to publicly demonstrate safety or when required by certain national or regional governments.
