ARSOA Unveils Brand Renewal and New Products Featuring First Joint Appearance by Yoshino Kimura and Mao Asada

On May 27, ARSOA Keio Group hosted the 'ARSOA Brand Renewal & New Product Launch' in Tokyo. Ahead of its upcoming 55th anniversary, the company introduced its new brand philosophy, 'Syn-Life,' and unveiled technical innovations in its skincare lineup. The event featured actress Yoshino Kimura and professional figure skater Mao Asada, marking their first joint media appearance.

Rebranding Towards 'Lifelong Skincare' President Reiko Takiguchi introduced 'Syn-Life' as a vision for 'a lifestyle where everything resonates to create health and happiness for people and the planet.' This shift emphasizes ARSOA's commitment to evolving with its customers through every life stage.

Celebrity Ambassadorship and Product Reveal Kimura and Asada, both long-term users of ARSOA, appeared in white dresses matching the new advertising visuals. They shared 'behind-the-scenes' footage from the campaign shoot. Kimura noted her surprise at the vibrant new packaging, while Asada highlighted how Kimura’s presence created a natural, bright atmosphere on set.

Innovation: Surfactant-Free Technology The presentation detailed the 'Cell Series' and the new 'ARSOA Essential Serum.' The serum utilizes 'Three-Phase Emulsification Technology' to achieve a surfactant-free (emulsifier-free) formula. Kimura, a long-time user of the Cell Series, praised the technology for being gentle on sensitive areas like the eyes and mouth, where skin is thinner.

Symbolic Gestures and Personal Philosophies A surprise presentation of 'Blue Roses'—symbolizing 'dreams come true'—was made to the guests. In a discussion on brand values, Kimura defined 'Shing' (Truth) as her dedication to proper cleansing with ARSOA Queen Silver, while Asada emphasized 'Shin' (New) as her transition into coaching and nurturing the next generation of skaters. Their respective life mottos, 'Jinsei Banji Saio ga Uma' (Fortune is unpredictable) and 'Gratitude and Smiles,' reflected their alignment with the brand's enduring values.

About ARSOA Founded in 1972, ARSOA relocated to Yamanashi Prefecture in 1998 to align its corporate activities with nature. The brand focuses on the 'Three Healths'—mind, body, and skin—to promote holistic wellness.