High Link Co., Ltd., which operates the comprehensive fragrance platform 'Coloria,' has appointed Jinato Yoshida (M!LK) as its brand ambassador and will launch a promotional campaign starting Wednesday, July 15, 2026. This campaign will feature the release of a Web CM titled 'Living with Scent Every Day,' which uses 'Yasuragi,' a track from Yoshida's 2nd EP 'Tokyo' as its theme song. Additionally, multiple content initiatives will be rolled out, including the YouTube series 'Jinato Yoshida's Perfume Catchcopy Challenge' and special collaboration benefits.

※1 Please note that the campaign period and content are subject to change without prior notice.

Jinato Yoshida Appointed as Coloria Ambassador!

Yoshida, who has been selected as the ambassador, has long expressed his passion for fragrance and openly identifies as a perfume enthusiast. As the leader of the five-member dance-vocal group M!LK, Yoshida leads the group while captivating audiences through music and performance. His rich sensibility, expressive talent, and commitment to authenticity deeply align with Coloria’s core value of 'discovering a new self through scent.' Through this campaign, Coloria will deliver the experiential value of 'enjoying the time spent choosing fragrance' through Yoshida’s unique sensibility and words.

The Web CM 'Living with Scent Every Day,' featuring 'Yasuragi' as the tie-up song, will also be released. The CM portrays Coloria’s concierge—a character imagined to reside in the user’s mind—who observes moods and schedules to recommend perfumes, saying things like, 'You seem down today—this is exactly when you should rely on me.' We invite you to pay close attention to Yoshida’s portrayal as a companion-like figure who suggests the perfect scent to match your daily mood and situation.

Special campaign site: https://coloria.jp/lpo/fragrance_calendar/if_yoshida

Web CM stills

YouTube Series: 'Jinato Yoshida's Perfume Catchcopy Challenge'

In this YouTube series, Yoshida personally tries various fragrances, verbalizes the emotions and scenarios they evoke, and creates original catchphrases! This content is designed to help viewers intuitively experience the charm of scent. During filming, Yoshida crafted memorable catchphrases such as 'a scent reminiscent of yellow-green,' 'urban atmosphere,' and 'a vibrant botanical fragrance'—all reflecting his personal love for fragrance. One particularly striking phrase, 'Let me make you say, “I still want to be with you,”' vividly captures the lingering allure of scent and is a highlight not to be missed. We also encourage you to appreciate Yoshida’s unique word choice and sensibility, born from the combination of his 'understanding of scent,' 'taste in language,' and 'rich imagination.'

YouTube video link: https://youtu.be/4PNdde1NTcE

※2 This link will become accessible on Wednesday, July 15, 2026, at 7:00 PM.

Filming Episodes and Interview (Excerpts)

During filming, Yoshida impressively expanded on his sensory impressions, exclaiming things like 'Yellow-green!' and 'It feels so vibrant!'—revealing his rich sensibility. Upon reviewing the fragrances he particularly liked, it was discovered that all contained bergamot. This led to a surprised outburst: 'I guess I really do love bergamot...!' The shoot remained warm and cheerful throughout, highlighting Yoshida’s joy in discovering new scents.

Q: Please share your honest thoughts after filming and any scenes that stood out.

A: The pastel-toned, uplifting atmosphere made the shoot incredibly enjoyable. Since I personally love perfume, just watching the CM lifts my mood and makes for a great day!

One scene I particularly liked was when the concierge, seeing a calendar, says, 'A date, huh…' and shows a hint of jealousy—it was playful and charming. Though of course, an unhappy concierge should never exist (laughs).

Also, in the video where I reviewed perfumes I’d recommend, trying different scents brought to mind various scenarios—like an afternoon date. Imagining how fun each moment could be really boosted my excitement!

Q: Coloria is a service that lets you enjoy a new favorite perfume every month. Do you have any similar 'monthly treats' in your life?

A: Flowers! I decorate my home with flowers every month, and deciding what color palette to go with this month is so much fun. Having decorative items brightens the room and changes the atmosphere, so I always go for colorful pieces!

Q: When do you usually like to change your scent or atmosphere?

A: It depends on the job. For live performances or stage acts, I wear bold, avant-garde perfumes to boost my motivation. For recording sessions or rehearsals with members, I opt for milder, softly scented perfumes. I choose my fragrance based on the mood I want to create.

Q: Any recent changes or updates you’d like to share?

A: Before going to work, I usually think about which shoes or clothes to wear—building my outfit around key items. Wearing my favorites definitely lifts my spirits. Recently, I decided to declutter my shoes and gave some away to people with the same size, saying, 'Here, take it, take it!' (laughs). I believe it’s important to wear shoes I truly love, so that’s a recent change for me.

Performer Profile

Jinato Yoshida (Yoshida Jinto)

Born December 15, 1999, in Kagoshima Prefecture. Leader of the five-member dance-vocal group 'M!LK.' He supports the group with his outstanding dance and vocal skills and has expanded his career as an actor, leveraging his delicate expressiveness.

His second solo EP 'Tokyo,' which includes 'Yasuragi' used as Coloria’s tie-up song, features songs for which he wrote all the lyrics and composed all the music.

Web CM and YouTube Overview

▪️ Web CM: 'Living with Scent Every Day – The Fragrance Concierge –'

https://youtu.be/gpyOObMH3AI

Broadcast Start: Wednesday, July 15, 2026, 8:30 AM

Available on: Campaign special site, Coloria Fragrance Subscription official YouTube channel

Starring: Jinato Yoshida

▪️ Making-of Video

https://www.youtube.com/watch?v=iI7oePKOPWI

Available on: Coloria Fragrance Subscription official YouTube channel

Release Time: Wednesday, July 15, 2026, 12:00 PM

▪️ YouTube: 'Jinato Yoshida's Perfume Catchcopy Challenge'

https://www.youtube.com/watch?

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  • Source: PR TIMES
  • Category: キャンペーン