Aqua Label Launches Seasonal Campaign 'Make It a Summer to Remember' Starting June 17 to Enjoy Summer Without Worrying About Skin Damage

Skincare brand 'Aqua Label' will launch its seasonal campaign 'Make It a Summer to Remember' on Wednesday, June 17, 2026, aiming to help customers look back on their summer memories joyfully without regretting skin damage in autumn. The campaign proposes skincare routines to comfortably endure the harsh summer skin environment.

Starting with the release of a web CM, the campaign will integrate social media giveaway events and out-of-home (OOH) advertising in Tokyo (including train car displays and outdoor digital screens), all designed to address common summer skin concerns.

Solving Summer Skin Issues for 'Memorable Days'

As the rainy season transitions into full summer, many people face typical seasonal skin issues such as oily pores, UV damage from sun exposure, and dryness from air conditioning. Aqua Label offers a product lineup designed to tackle these harsh conditions, proposing daily routines that allow for active and comfortable summer experiences through effective skincare.

For example, simple moments under a bright blue sky, laughing with loved ones. Even during sunny seasons, maintaining a hydrated, translucent complexion with regular skincare helps support active days under the sun.

The brand also focuses on moments when enlarged pores become noticeable due to oiliness or dryness. By cleansing away summer oil buildup while retaining moisture, Aqua Label enables users to feel confident in their natural skin, even up close or in front of a camera.

Alongside the message 'Make It a Summer to Remember'—expressing the desire that no one regrets accumulated summer skin damage at season’s end, but instead cherishes pure, joyful memories—Aqua Label will implement various initiatives tailored to individual lifestyles this summer.

Starting June 17, 2026, a dedicated campaign website will offer Aqua Label’s recommended skincare for hot summer days.

URL: https://www.shiseido.co.jp/aqua/pickup/summer_2026/?rt_pr=trv15

Web Movie: Aqua Label 'Make It a Summer to Remember'

Starting June 17, 2026, exclusive web movies will be released. The campaign features two videos—'Brightening' and 'Cleansing'—capturing summer light and memories with a Polaroid-like aesthetic. These highlight Aqua Label’s brand world through its brightening and pore-care product lines.

※1 Inhibits melanin production to prevent freckles and age spots

'Brightening' Episode

This video portrays a joyful everyday moment between a man and woman under a dazzling blue sky. Accompanied by the tagline, 'Even after this summer ends, I want to love my skin,' the story shows how the brand’s intensive brightening care series, featuring the effective whitening ingredient 4MSK※2, helps maintain healthy skin even under strong sunlight.

※2 Potassium 4-Methoxysalicylate

※3 Product name: Aqua Label Brightening Gel Cream EX

'Cleansing' Episode

This episode captures an irreplaceable everyday moment between mother and child. Smiling confidently even when her child points a camera at her or suddenly leans in close, the mother says, 'I’m not afraid anymore.' The deep-cleaning formula of the Esthe Cleansing Gel, which dissolves blackheads, washes away summer impurities and supports confidence in bare skin.

CM Production Intent

We planned this CM with the hope that people can enjoy a fun and beautiful summer, even when busy—creating memories they’ll look back on fondly in the future. Aqua Label wants to support every summer day through brightening and pore care.

Another highlight is the nostalgic, film-camera-style photography used to evoke memories of summer.

Aqua Label 'Make It a Summer to Remember' SNS Campaign

From Monday, June 22 to Friday, July 3, 2026, a social media giveaway campaign will be held on the official X (formerly Twitter) account. Participants must follow the official Aqua Label X account (@aqua_label_), post their summer survival tips using the hashtag #MakeItASummerToRemember, and share practical wisdom from experienced parents who know how to manage summer breaks. Aqua Label will collect these empowering tips to support busy parents during the summer.

Additionally, 100 randomly selected participants will receive a full-size Brightening Gel Cream EX (medicated cosmetic)※3 and Esthe Cleansing Gel set. For details, please check posts from the official Aqua Label X account.

※3 Product name: Aqua Label Brightening Gel Cream EX

Aqua Label 'Make It a Summer to Remember' Official X Campaign Overview

Period: June 22 (Mon) – July 3 (Fri)

Official Aqua Label X Account: @aqua_label_

OOH Initiatives

Starting June 22, 2026, outdoor advertisements will be displayed at moments when people experience summer heat, stickiness, or dryness during commutes or outings.

● Train Car Digital Signage

Display Period: June 22 (Mon) – June 28 (Sun)

Coverage: All JR East Japan lines and all Tokyo Metro lines

※ Please refrain from inquiring about the ads at stations or with station staff.

● Outdoor and Station Vision Screens

Display Period: June 22 (Mon) – July 6 (Mon)

Locations: 12 locations across Tokyo

Product Overview

【Brightening Care】

Aqua Label Special Gel Cream EX (Brightening) (Medicated Cosmetic)

Product Name: Aqua Label Brightening Gel Cream EX

<Cream>

Refill: 81g / Container: 90g

No-print price

Whitening※1 active ingredient 4MSK※2 penetrates deeply into the source of spots with 'soak-in beauty,' delivering a dewy, translucent complexion like white jade

※1 Inhibits melanin production to prevent freckles and age spots

※2 Potassium 4-Methoxysalicylate

《Soak-in Beauty Method》

① Apply an appropriate amount evenly over the face.

② Take the same amount again, and gently press and spread over the face, neck, and décolletage using the entire palm, allowing it to soak in.

● Can be left on overnight like a gel mask.

● Ideal for ears, where sunscreen is often forgotten.

● Also recommended for the back of the neck and daily décolletage care, areas prone to accidental sun exposure.

For more details on soak-in beauty:

https://www.shiseido.co.jp/aqua/allinone/gelcream_white/?rt_pr=trv15

Aqua Label Treatment Lotion (Brightening) Moist & Very Moist (Medicated Cosmetic)

<Lotion>

Refill: 150mL / Container: 170mL

No-print price

Whitening※1 active ingredient 4MSK※2 targets the source of spots directly

Serum-grade brightening toner

Penetrates deeply into the skin texture※4

Freckles and age spots