KOSÉ Corporation (Head Office: Chuo-ku, Tokyo; President and Representative Director: Shinji Tanaka) will begin airing new TV commercials for its "Make Keep" series, which ensures makeup stays beautifully finished for long periods, starting July 10 (Fri).
The new TV commercial for "Make Keep Mist EX +", titled "A New Makeup Finishing Habit!" featuring Nogizaka46's 5th Generation, will be pre-released on YouTube on July 8, 2026 (Wed) and will be sequentially broadcast on TV commercials nationwide starting July 10 (Fri).
In this CM, Nogizaka46's 5th Generation members, who are in their third year as campaign image characters for the "Make Keep" series, appear. Through "A New Makeup Finishing Habit!" CM, they express scenes where they want to use "Make Keep Mist" every day. With the catchphrase "Spray at the End!", 11 members of the 5th Generation take on three different everyday scenes. Please pay attention to the interactions between the 5th Generation members, known for their close bond, and the new side of Ikeda-san, who tries tennis for the first time in this shoot.
The song used in the CM is the new song "Kokuhaku Shitai Byo" from Nogizaka46's new single "Zehi ni Oyobazu," to be released on July 22 (Wed).
In interviews, the 5th Generation members reveal the secret to maintaining their close bond since the beginning of their activities and their everyday favorite ways to use "Make Keep Mist."
Additionally, from July 16 (Thu) 10:00 to August 31 (Mon) 23:59, customers who purchase eligible "Make Keep" series products and apply will have a chance to win autographed cheki with handwritten messages from Nogizaka46 5th and 6th Generation members. During the campaign period, a special web movie featuring all 6th Generation members for the first time will also be sequentially released, so please look forward to it.
Interview
Q. It's been about a year since the web commercial in 2025. How do you feel about participating in the "Make Keep" series shoot again after a while? A. (Inoue-san) I really felt like we've all grown up over the past year. When we first got the offer, Ogawa and Tomisato were still students (laughs). As time went by and our distance to makeup grew closer, I think the "Make Keep" series has become even more familiar to us. This time, with our makeup done so beautifully, seeing us all with makeup on again for this shoot made me feel very happy, thinking "We've grown up, we've become beautiful."
(Sugawara-san) We've been shooting for the "Make Keep" series for three consecutive years, and it's a product we use daily, so every year we shoot, I feel our love for it deepens among all the members.
Q. During this shoot, were there any specific expressions or ways of presenting yourselves that you consciously focused on, or anything you kept in mind? A. (Ichinose-san) There's a scene where Ogawa, Okamoto, and I play together by the fountain as friends. As Sugawara-san mentioned, it's a product we genuinely use every day, so I tried to convey through my expression that we trust "Make Keep Mist" like a friend. In the summer, we tend to get flustered due to sweat and heat, so I tried to convey a refreshing smile that blows away such feelings, and I enjoyed the shoot!
(Ikeda-san) In this shoot, I tried tennis for the very first time in my life. I believe "Make Keep Mist" is a product that shines even in active situations, so I approached the shoot hoping that its appeal would reach those who are always in such environments.
Q. In line with the CM title "A New Makeup Finishing Habit!", are there any things you are careful about when you do your makeup? A. (Nakanishi-san) When I do my makeup, I focus on creating a sense of dimension, for example, with shadows and highlights. I like how the highlighter on my cheeks sparkles during live performances, so for summer lives, I make sure to spray a lot of "Make Keep Mist" so that my cheeks stay sparkly on stage.
(Kawasaki-san) I have dry skin, so I focus on thorough skincare before makeup. Recently, I bought a steamer! I feel like applying foundation has become much smoother after using a steamer before makeup, so I'd recommend it to everyone.
(Okamoto-san) I'm particular about base makeup! After all, with base makeup, you want coverage but also for it not to smudge, right? In those cases, I not only spray "Make Keep Mist" after finishing my makeup, but I also lightly spray "Make Keep Mist" on my puff and pat it on when applying base makeup, which makes it very resistant to smudging. I always do this for live makeup.
Q. In line with the CM concept of "A New Makeup Finishing Habit," is there anything you want to make a habit? A. (Ogawa-san) What I want to make a habit is drinking water. I think caring for your skin from the inside is also important, so I plan to drink water! I often forget, so I want to make it a habit.
(Tomisato-san) What I want to make a habit is making my bed. On days when I'm rushed in the morning, my bed tends to get messy, so I want to make it a habit to make it properly so I can sleep comfortably when I get home.
Q. In relation to the word "Keep," what is the secret to the 5th Generation members being able to "keep" their close bond? A. (Ioki-san) We're always lively in the dressing room, and I love that time. When we're tired, we comfort each other, and we have funny conversations. We also exchange information like "Do you have any favorite makeup products?" I love those casual moments in the dressing room, and I think it's something that hasn't changed since we joined Nogizaka46, so I want to keep it forever.
(Okuda-san) Also, we love eating! We share delicious food. Just today (on the day of the shoot), Nagi (Inoue-san) bought cake for the members. I think we can stay close through this kind of kindness and love.
(All) Thank you for that!
Q. Please tell us what you are looking forward to this summer or what you would like to try. A. (Ikeda-san) We hold a nationwide tour every summer, and for the first time since we (5th Generation) joined, there are two places we'll be visiting for the first time on this tour: Yokohama and Fukui. I'm really looking forward to it, thinking we can convey the charm of Nogizaka46 even more to our fans.
(Inoue-san) It overlaps with the live performance talk, but personally, I was appointed chairman of "TOKYO IDOL FESTIVAL 2026" this year! Nogizaka46 will also be performing. As for Nogizaka46 in the summer, we have the "Natsu no Zenkoku Tour" coming up, so while we'll be getting excited with our fans on tour, I'd be happy if we could also get excited with idol fans from all over Japan at TIF (TOKYO IDOL FESTIVAL).
Q. Please give a message recommending "Make Keep Mist" to those who will enjoy summer outings and events.
(Ichinose-san) Summer is full of fun events, and it's my favorite season! If you can eliminate even one worry, like your makeup smudging due to the summer heat, you can enjoy events and outings even more, so I hope you'll spend a wonderful summer with "Make Keep Mist" as your partner! The finale of the nationwide tour I mentioned earlier will be an outdoor stage at Meiji Jingu Stadium, which we plan to use, and we'd be happy if you all could use "Make Keep Mist" and enjoy the summer with us!
Making Of Cuts
TV CM Overview / Storyboard
TV CM "A New Makeup Finishing Habit!" CM Storyboard (15-second version)
TV CM Overview
- Title: "A New Makeup Finishing Habit!" CM (30-second, 15-second)
- Performers: Nogizaka46 5th Generation (11 members)
Ioki Mao, Ikeda Teresa, Ichinose Miku, Inoue Waka, Okamoto Hina, Ogawa Aya, Okuda Iroha Kawasaki Sakura, Sugawara Satsuki, Tomisato Nao, Nakanishi Aruno (in Japanese syllabary order)
- Song: Kokuhaku Shitai Byo (Nogizaka46)
- TV CM Broadcast Start Date: July 10, 2026 (Fri)
* Broadcast mainly in the Tokyo and Osaka areas. It will also be broadcast on some national network programs.
- "A New Makeup Finishing Habit!" CM (15-second/CP): https://youtu.be/1cG-LG-6X7Y
- "A New Makeup Finishing Habit!" CM (30-second): https://youtu.be/5cvdSVq1alc
- Interview Making Of: https://youtu.be/XQxPDTdlgk4
Purchase Campaign Overview
"Keep Your Favorite's Cuteness! Purchase Campaign" Overview
● Campaign Application and Purchase Period
July 16, 2026 (Thu) 10:00 - August 31, 2026 (Mon) 23:59
● How to Apply
After the "Keep Your Favorite's Cuteness! Purchase Campaign" begins, you can apply for one entry for every purchase of ¥2,000 or more (tax included) of eligible products from the "Make Keep" series at stores or online where the products are sold.
* For details on this campaign, please check the campaign website below.
● Prizes
Prize A: Autographed cheki with handwritten messages from Nogizaka46 5th and 6th Generation members
2 per member, total of 44 (for 44 winners)
Prize B: Make Keep Mist EX + 1-year supply set (4 bottles total) for 46 winners *Assumes 1 bottle used per 3 months.
Prize X: Information to be announced later, for 5 winners
* Prizes are scheduled to be shipped in mid-September.
● Eligible Products
Make Keep Mist EX + 80ml
Make Keep Mist EX + 35ml
Make Keep Mist EX + COOL
Make Keep Mist EX + TEA
Make Keep Mist EX + Moist TEA
Make Keep Mist EX + Sakura Cherry
Make Keep Mist EX + Fragrance-Free
Make Keep Mist EX + Super COOL
Make Keep Primer
Make Keep Primer COOL
Make Keep Primer UV
Make Keep Primer UV COOL
Make Keep Powder EX
Make Keep Powder EX COOL
Shocking UV Block
Make Keep Oil Block Paper Powder
Make Keep Frozen Pack
Puff for Make Keep Mist
● Special Campaign Page
"Keep Your Favorite's Cuteness! Purchase Campaign" Special Page URL:
https://www.kose.co.jp/makekeep/cp2026/
● Inquiries Regarding the Campaign
"Keep Your Favorite's Cuteness! Purchase Campaign" Secretariat: [email protected]
Nogizaka46 6th Generation x MAKE KEEP MIST WEB Movie
A special web movie featuring the 6th Generation members introducing the appeal of "Make Keep Mist" will also be sequentially released. Please pay attention to the perspectives of the members who love "Make Keep Mist" and their individual unique expressions. This web movie, featuring all 6th Generation members for the first time, offers a variety of aspects to enjoy.
A digest version compiling each member's web movie will be pre-released on YouTube from July 8, 2026 (Wed) at 4:00 AM. The full version is scheduled to be sequentially released starting July 16, 2026 (Thu) during the "Keep Your Favorite's Cuteness! Purchase Campaign" period. Release information will be announced on the campaign site, so don't miss it.
- Digest Version Release Date: July 8, 2026 (Wed) 4:00 AM
- Full Version Release Date: Scheduled for sequential release from July 16, 2026 (Thu) onwards
- "Nogizaka46 6th Generation x MAKE KEEP MIST" WEB Movie Digest Version:
https://www.youtube.com/shorts/m_dT2nQrhbE
- Campaign Site: https://www.kose.co.jp/makekeep/cp2026/
Profiles
● Nogizaka46 5th Generation
Joined Nogizaka46 in February 2022.
All members have center songs, and they are an energetic and noteworthy group of 11, each active in dramas, movies, stage plays, and variety shows.
Miku Ichinose, a member of the 5th Generation, will be the center for Nogizaka46's 42nd single "Zehi ni Oyobazu," to be released on July 22 (Wed).
● "Make Keep" Series
This series, centered around the finishing lotion "Make Keep Mist," brings together our company's technology for "preventing makeup from smudging."
The first generation, "Make Keep Mist," was released in June 2019. It became a huge hit, expanding the makeup fixer market in an instant, praised for its convenience and high functionality that provides a long-lasting makeup finish simply by spraying it on the face after makeup application. In February 2024, the second renewal, "Make Keep Mist EX +," was released. The cumulative shipment volume has exceeded 23 million units*1.
In addition, items such as loose powder and makeup base with the same concept have been added, and by continuously attracting attention, the entire series leads the market and further enhances its presence.
(*1) Domestic cumulative shipment results for "Make Keep Mist," "Make Keep Mist EX," and "Make Keep Mist EX +" (June 2019 - May 2026), as surveyed by our company.
FACT BOX
- Source: PR TIMES
- Category: 広告