"Let's Shine Invincibly Together" - A Giant Outdoor Advertisement Featuring Kuromi Shining with 110,000 Rhinestones Appears in Shibuya, On Display from July 6 (Mon) to July 12 (Sun) at SHIBUYA109 Shibuya Store

Unilever Japan Customer Marketing Co., Ltd. (Headquarters: Meguro-ku, Tokyo; President: Ed Briola), under its total beauty care brand "LUX (Lux)", is launching a collaboration project with Sanrio's popular character "Kuromi". As part of this project, a giant outdoor advertisement adorned with approximately 110,000 decorative stones will be displayed at the SHIBUYA109 Shibuya store's front event space starting July 6, 2026 (Mon). LUX, with its brand message "Shine Invincibly," and Kuromi, who conveys the message "Let's become the person you want to be!", are teaming up for a special initiative to support "shining as your true self." In addition to a one-of-a-kind, sparkling special spot that will make you want to take photos and share them, a time-lapse video of the production process and an SNS collaboration project will also be rolled out, delivering an "invincibly shining" experience from the streets of Shibuya.

© 2026 SANRIO CO., LTD. APPROVAL NO. L663726

[Feel Uplifted with Overwhelming Brilliance! The World's Most Radiant Kuromi]

<Overview of the Giant Outdoor Advertisement with 110,000 Ultra-Large Decorative Stones>

The hottest "shining spot" in Shibuya is about to appear. Depicted with approximately 110,000 decorative stones, creating a one-of-a-kind piece in the world, is Sanrio's popular character, Kuromi. This advertisement is a labor of love, meticulously crafted over time with attention to every detail. It was created to commemorate the release of collaboration products between LUX and Kuromi. The overwhelming sparkle of the decorative stones makes it a special advertisement designed to naturally uplift viewers' spirits just by looking at it.

<Background of the Project>

LUX conducted a survey※1 regarding individuality and self-expression.

It was revealed that approximately 30% of women aged teens to 60s who responded to the survey felt that "the number of people who value their individuality and express themselves as they are is increasing." Furthermore, over 70% agreed with the idea that "it's okay to pursue what you like and who you want to be, rather than conforming to others' standards," indicating a growing desire to affirm one's individuality and act with confidence.

In light of this background, LUX, with its brand message "Shine Invincibly," has partnered with Kuromi, who shares the same aspiration by affirming one's true self with the message "Let's become the person you want to be!"

The survey also found that 64% of respondents stated that "seeing sparkling things makes them feel more positive." Through this collaboration, the aim is to brighten viewers' moods and provide the confidence to take a step forward. Therefore, this "Giant Advertisement" was conceived as a place where visitors can recharge their confidence simply by visiting.

<Behind-the-Scenes Report: A Total of 18,780 Minutes of Work! Behind-the-Scenes Production Video Released>

This giant outdoor advertisement was created by artisans meticulously placing approximately 110,000 decorative stones one by one by hand. To express Kuromi's iconic expression and LUX's luxurious and glamorous world, decorative stones of different colors and shines were combined to create a single work of art.

At the production site, work was carried out with millimeter-precise adjustments to position and color schemes. To maximize the delicate sparkle emitted by the decorative stones, production proceeded with careful attention to angles and how light would reflect. The finished advertisement is a special creation where, although it appears as a collection of countless decorative stones up close, Kuromi dynamically emerges when viewed from a distance. This one-of-a-kind giant decorative stone advertisement of Kuromi offers a different sparkle depending on the viewing angle and time of day.

This advertisement embodies the aspirations of LUX and Kuromi to support "shining as your true self." The accompanying behind-the-scenes movie features a time-lapse video of Kuromi gradually appearing on the giant advertisement. Please take a look at the incredible skills of the artisans and the overwhelming production process that paid attention to every detail.

Viewing URL: https://youtu.be/K2qAP9HVNzY

<Kuromi's Comment>

"This advertisement is packed with my signature 'sparkle,' and they really paid attention to the details in making it! I hope it makes everyone feel a little happier! I'd be delighted if it becomes a sparkling spot where everyone can shine as themselves! Go ahead and take lots of pictures and have fun!"

Kuromi Profile

Self-proclaimed rival of My Melody. Her charm points are her black hood and pink skull. Her hobby is keeping a diary. Recently, she's been into romance novels. Her favorite color is black. Her favorite food is rakkyo. Birthday: October 31

X: http://x.com/kuromi_project

Instagram: http://www.instagram.com/kuromi_project/

TikTok: http://www.tiktok.com/@kuromi_project

<Outdoor Advertisement Overview>

Display Period: July 6, 2026 (Mon) - July 12, 2026 (Sun)

Location: SHIBUYA109 Shibuya Store, Front Event Space

*When viewing the advertisement, please be considerate of other customers.

<Product Overview>

A lineup of 11 types of limited-edition design bottles will be available. (Includes tube treatment, hair milk, and hair oil). You can choose the optimal product for each individual's hair concerns and desired finish.

Release Date: June 29, 2026 (Mon)

*Scheduled for sequential release at drugstores, EC sites, and retailers nationwide.

[Shine Invincibly with Kuromi and LUX! Campaign to Win Original Prizes Guaranteed!]

Starting from the release date, June 29, 2026 (Mon), a luxurious campaign will be held where customers who purchase limited-edition design products for a specified amount can enter a lottery to win original prizes. We look forward to many applications.

Campaign URL:

https://unilever-members.com/unilever/lp/lux_instore26

<Prizes>

Applications can be made with receipts for the purchase of eligible products totaling the specified amount or more.

[Prize A] Original Cushion (100 winners)

Condition: Purchase of eligible products totaling ¥1,500 (excluding tax) or more.

[Prize B] Mascot Keychain (100 winners)

Condition: Purchase of eligible products totaling ¥800 (excluding tax) or more.

[Prize for All Applicants]

Kuromi's original wallpaper will be presented randomly.

★Chance to Increase Your Winning Probability★

Purchasing "Kuromi collaboration products" will double your chances of winning.

LUX Super Rich Shine Kuromi Collaboration Products (Treatment/Hair Oil/Hair Milk)

LUX Super Rich Crystal Kuromi Collaboration Products

<Eligible Products>

Various LUX Kuromi Collaboration Products

LUX Super Rich Crystal

LUX Super Rich Shine

LUX Bath Glow

*Please note that regular products other than Kuromi collaboration products are not eligible for this campaign.

<How to Apply>

Register as a member of Unilever Members.

Click "Apply via Web" on the website, take a photo of your receipt (or delivery slip/invoice) for the purchased eligible products, and upload it.

Complete the application by entering the required information (name, address, phone number, store name, etc.) on the web application form.

<About LUX>

LUX celebrated its 35th anniversary in 2024 since the launch of its flagship product, "LUX Super Rich," in 1989. Since its arrival in Japan, LUX has conducted research on Japanese women's hair and has consistently provided hair care products that lead to shiny, lustrous hair while responding to changing hair care needs. It is sold in many countries and regions, and in Japan, it has achieved the No. 1 sales position※2 in the hair care market for 8 consecutive years.

※1: LUX "Survey on Self-Expression" conducted in May 2026 / Target audience: 420 women aged 10-60 / Survey method: Internet

※2: INTAGE SRI Shampoo & Conditioner Market January 2017 - December 2025 Value, Total sales value of all shampoos and conditioners in the LUX Super Rich Shine series.