FANCL launches new skin care series “toiro”! New commercial starring Hana Sugisaki, “Ten Colors for Each Person” begins airing from April 18, 2024

CM Overview

FANCL has launched a new skin care series “toiro” for women around 30 years old from April 18, 2024. Actor Hana Sugisaki has been appointed as the image character for this new series, and the comfortable commercial “Ten Colors for One Person” is being aired. The target of this series is women around 30 years old who lead busy days, and based on the voices of about 2,800 people, we focused on their lifestyles and explored the causes of skin problems. In the commercial, Hana Sugisaki plays various everyday scenes to express the diverse appearances of each individual. Behind this project is the creative team of Dentsu, who developed the plan based on the opinions of the target audience. The copy in the commercial is also important, with phrases such as “There’s me who tries hard, and there’s me who doesn’t try hard,” and “There’s me who looks good, and there’s me who doesn’t look good at all,” emphasizing diversity and self-affirmation. This new skincare series from FANCL conveys the message of respecting each individual’s individuality and taking care of your skin.

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https://www.youtube.com/watch?v=P_HnZ7Dq7VU

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【Production Background and Highlights】
“toiro” was born from the keyword “Ten Colors for Each Person (Toiro)” instead of “Ten Colors for Each Person,” focusing on the “same person has many different faces” that became apparent while following the daily lives of women in their 30s who suffer from skin problems.

In the new commercial, Sugisaki expresses the “ten colors for each person” of these women as a life-sized woman. The various “ten colors for each person” scenes that appear in the commercial, such as “There are me who try hard, there are me who don’t try hard,” “There are me who is mature, and there are me who can’t become mature,” were created by interviewing women of this generation repeatedly to make them relatable scenes that make people say, “I know!” and “This is me!”

The commercial song is a new song “Hello, it’s me” by YUKI, an artist who is supported by a wide range of generations for her clear singing voice and diverse expressiveness. The lyrics “No matter what anyone says, I am mine alone” gently encourage women living in an age where “everyone is different.”