Biore Mama's Real Name is 'Akemi': Redefining the 1999 Character to Affirm Diverse Families

Kao Corporation's skincare brand, 'Biore u,' will launch a new family project called 'Arinomama de ikou.' (Let's be as we are) on Monday, June 1, 2026. This project focuses on a message of affirming one's authentic self.

As the starting point of this project, the brand will launch 'I am Akemi,' a campaign through digital and transit advertisements to re-introduce the real name 'Akemi' of the character 'Biore Mama,' who has been loved as a brand icon for many years.

With the increase in dual-income households and the diversification of family structures, the roles of 'mothers' and 'families' are also diversifying. On the other hand, many people feel unable to fully affirm their true selves due to the unconscious pressure arising from idealized family images and role expectations. 'Biore u,' which has been a brand close to families for over 40 years since its birth in 1984, has decided to re-evaluate its own identity.

The symbol of this change is the redefinition of the brand character born in 1999 and known as 'Biore Mama.' Biore u has decided to view her not just in her role as a 'mom' but as an individual named 'Akemi-san'—an authentic presence that combines both sides.

Prior to the launch, a survey of 1,000 men and women aged 20-69 nationwide revealed that while awareness of 'Biore Mama' is very high at 90.3%, awareness of her real name 'Akemi' remains at only 5.4%. In response to this reality, the brand decided to redefine her as a presence that is even closer to today's families.

In addition to digital and transit ads, the project will feature a posting campaign on X (formerly Twitter) titled '#WagayaArinomamaZukan' (Our Home's Authentic Encyclopedia). The project aims to deliver the message 'Let's be as we are' while being close to the casual moments of daily family life.