HAKU
2025 SS PROMOTION
The pinnacle of brightening care.
Celebrating 20 years of HAKU.
PRODUCT DESIGN
COMMUNICATION DESIGN
SPACE DESIGN
HAKU is a premium brightening* brand dedicated to dark spot prevention. Its brightening serum has been the No.1 best-selling brightening serum for 20 consecutive years**, earning the trust of customers for two decades.
In 2025, HAKU celebrates its 20th anniversary with the launch of its 10th-generation formula, powered by the latest advancements in dark spot prevention science.
With the concept of staying ahead of dark spots before they even appear, HAKU welcomes Ai Tominaga as its new brand ambassador, embodying the pinnacle of brightening care in both visuals and TV commercials.
Ahead of the launch, a teaser campaign will feature a press event designed to make the latest science and technology accessible and engaging. From press kits to the event space, every detail has been crafted to create a seamless and immersive experience.
*Suppresses melanin production to help prevent dark spots and freckles.
**Based on INTAGE SRI/SRI+ data for the brightening serum market, January 2005 – December 2024, HAKU sales share by value.
PRODUCT DESIGN
The concept of the 10th-generation HAKU brightening serum is "Pre-Glow". This doesn't see it as a color, but as the moment just before the skin begins to radiate with light. The design uses linear, prism-like brightness and subtle transitions in texture through gradients to capture this unique state.
※Pre-Glow refers to the state just before something happens, in the realm of possibility, on the verge of transformation.
COMMUNICATION DESIGN
Driven by the genuine desire to overcome dark spot concerns, HAKU turns the hope of "this time will be different" into a sense of certainty.
The advanced technology and dark spot-fighting power of the new HAKU are boldly showcased as a major leap in beauty. Ai Tominaga’s timeless beauty and her sincere approach to beauty perfectly embody the essence of HAKU at its peak.
PRESS RELEASE
At the press event, one of the main themes, "cellular aging," was used as a key icon, and the entire experience, from the press kit to the event space design, was thoughtfully crafted. The goal was to help visiting beauty writers understand the new insights into the mechanism of dark spots, sparking a deeper interest in HAKU.
CREDITS
COMMUNICATION DESIGN
CREATIVE DIRECTOR AKIHIRO YAMADA (SHISEIDO CREATIVE)
ART DIRECTOR SAIKO KAWAHARA / MAKI KOBAYASHI
COPY WRITER ASUKA HASHIGUCHI (SHISEIDO CREATIVE) / NORIKO MATSUBARA
PRODUCER YAYOI KANBAYASHI / YUANJUN ZHANG (SHISEIDO CREATIVE)
CASTING PRODUCER KEIKO WATANABE (SHISEIDO CREATIVE)
PHOTOGRAPHER MAKI OTANI / TAKAAKI UBA Product (SHISEIDO CREATIVE)
PRODUCT DESIGN
CREATIVE DIRECTOR HIROSHI WAKUI (SHISEIDO CREATIVE)
ART DIRECTOR RYOSUKE KUGA (SHISEIDO CREATIVE)
PARTNERS
FILM DIRECTOR (TVCM) JUNJI KOJIMA teevee graphics
CINEMATOGRAPHER TAKESHI HANZAWA GLASSLOFT
PHOTOGRAPHER (muse) AKINORI ITO aosora
PHOTOGRAPHER (product) NORIAKI FUKUSHIMA
FILM DIRECTOR (Technology MV) SAYAKA ICHIKAWA BBmedia Inc.
PRODUCER WATARU HAYASHISHITA BBmedia Inc.
PRODUCTION BBmedia Inc.