"Rikuryu" Make First Appearance in Cosmetics Commercial! "ELIXIR THE SERUM" New Commercial "Rikuryu meets Double-Speed Beauty Serum*1" Airs, Showcasing Performances Full of "Beauty" and "Strength" on Ice

ELIXIR, the aging care*3 brand that has been No. 1 in sales in the skincare market for 19 consecutive years*2, will begin airing its new commercial "Rikuryu meets Double-Speed Beauty Serum*1" nationwide on July 21, 2026 (Tue), featuring Ryoichi Kihara and Riku Miura, affectionately known as "Rikuryu." In commemoration of the new commercial's release, a luxurious campaign offering a chance to win invitations to a special event where you can witness their performances up close will begin on July 8 (Wed), prior to the airing.

"ELIXIR THE SERUM" is a high-performance aging care*3 serum equipped with proprietary "Double-Speed Essence Technology*1" that simultaneously addresses multiple adult skin concerns such as "dryness, fine lines due to dryness*4, loss of firmness, visible pores*5, and precursors to age spots*6." It is developed with the wish to guide everyone's skin to become an "unwavering presence."

As partners in figure skating pairs, Ryoichi Kihara and Riku Miura have built an unwavering trust and captivate audiences with their performances full of overwhelming speed, "beauty," and "strength." Their image resonated with the aspirations of "THE SERUM," leading to this collaboration. We are deeply honored as ELIXIR to be able to deliver the new commercial created with them to so many people.

In the new commercial, the pair, adorned in original costumes that express the world of "THE SERUM," deliver a dynamic performance in perfect sync on the ice. Miura commented, "We were able to express our strength, which is our speed," while Kihara said, "Please pay attention to the shots from close-up angles, such as twists and lifts, which you wouldn't normally see in competition footage."

In addition, to coincide with the release of the new commercial, the "Rikuryu meets Double-Speed Beauty Serum*1 Purchase Campaign" will start on July 8, 2026 (Wed). This campaign offers a chance to win an invitation to the special event "ELIXIR presents Rikuryu GREETING & SHOW," where you can witness Ryoichi Kihara and Riku Miura's performances up close and enjoy a talk show. Please take this opportunity to apply.

*1 Double-Speed Essence Technology: Technology where proprietary high-function ingredient "Core-Xylid*1" is released approximately twice*2 as fast.

*1 Hydroxyethyl Urea (firming, moisturizing)

*2 Release time comparison with and without the technology, measured on an artificial membrane.

*2 INTAGE SRI/SRI+ Skincare Market Main Series Ranking Estimated Sales Amount January 2007 - December 2025

*3 Moisturizing care according to age.

*4 Reduces the appearance of fine lines due to dryness. (Efficacy evaluation test completed.)

*5 Leads to skin with refined texture and less visible pores.

*6 Contains the active ingredient m-Tranexamic Acid (Tranexamic Acid). Suppresses melanin production and prevents age spots and freckles.

《New Commercial Overview》

"Rikuryu meets Double-Speed Beauty Serum*1" (15 seconds)

https://corp.shiseido.com/jp/r/yt/20260708/01/?rt_pr=trv26

- Commercial Video Distribution: YouTube / Release Date: July 8 (Wed) 4:00 AM

- Commercial Airing Date: Starts airing July 21 (Tue)

Commercial Theme

With a partner we can trust, become more beautiful, more powerful, with overwhelming speed.

Like "Rikuryu," we want to guide your skin to become an "unwavering presence."

Commercial Highlights

The pair appears in original gold and brown costumes that express the world of "THE SERUM." Wearing costumes that shimmer with light and movement, they perform dynamic lifts and twists unique to pair skating on an ice rink showered with "light rain," the symbol of "THE SERUM." Furthermore, by incorporating close-up shots, the dynamic performances and the expressions of the pair at those moments are beautifully captured from precious angles not usually seen in competition footage. The bottle of "THE SERUM," standing with overwhelming presence in the center of the rink, is also a must-see. In the climactic lift scene, the pair's speed accelerates further. Their figures, conveying overwhelming speed, "beauty," and "strength" through mutual trust, resonate with "THE SERUM's" wish to guide everyone's skin to become an "unwavering presence."

Original Commercial Costumes

Expressing the world of Double-Speed Beauty Serum*1 and "Rikuryu's" strengths

The costumes worn by the pair in this commercial were specially tailored by world-renowned figure skating costume designer Mathieu Caron, who has designed many of "Rikuryu's" costumes, inspired by the world of "THE SERUM."

Based on gold and brown, the key colors of "THE SERUM," the costumes feature countless rhinestones that beautifully sparkle, representing the "light rain," the symbol of "THE SERUM." The placement of the stones is strategically calculated to ensure that the "light rain" continues to shine brilliantly without interruption as they perform.

While based on the world of "THE SERUM," the designs are meticulously crafted to highlight the individuality of each skater.

Miura's costume, with its lightweight materials, flowing lines, and asymmetrical skirt, creates an impression of "elegance, beauty, and overwhelming speed."

On the other hand, Kihara's costume expresses "strength and power" with its three-dimensional and streamlined silhouette.

These are special garments created solely for this commercial, where the pair and "THE SERUM" beautifully resonate on the ice.

Making-of Video

- Rikuryu meets Double-Speed Beauty Serum*1 "Behind the Scenes of the Commercial Shoot" video

https://corp.shiseido.com/jp/r/yt/20260708/02/?rt_pr=trv26

《Details of "Rikuryu meets Double-Speed Beauty Serum*1 Purchase Campaign"》

To commemorate the release of the commercial, the "Rikuryu meets Double-Speed Beauty Serum*1 Purchase Campaign" will be held. Among those who purchase eligible products during the application period and apply via the special website, a lottery will be held to invite winners to the special event "ELIXIR presents Rikuryu GREETING & SHOW," where they can witness Ryoichi Kihara and Riku Miura's performances up close and enjoy a talk show. Additionally, all applicants will receive an original smartphone wallpaper.

How to Apply: Purchase eligible products during the application period and upload a receipt image to the special website.

*For details on how to apply, please check the campaign website.

Website URL: https://www.shiseido.co.jp/elixir/campaign/the-serum-ambassador/?rt_pr=trv26 *Opens July 8 (Wed) at 9:00 AM

Application Period: July 8, 2026 (Wed) 11:00 AM - September 30, 2026 (Wed) 11:59 PM

Number of Winners: 300 pairs (600 people)

Prize: Invitation ticket to "ELIXIR presents Rikuryu GREETING & SHOW"

*The invitation date is scheduled for December 6, 2026 (Sun), to be held at a location in Tokyo.

*All applicants who meet the conditions will receive an original "Rikuryu meets Double-Speed Beauty Serum*1" smartphone wallpaper with the pair's signed design.

《Rikuryu Interview Comments》

Q. Please tell us your impressions after completing the filming of the "Rikuryu meets Double-Speed Beauty Serum*1" commercial.

Kihara: There were many things we had never experienced before, but I think we created a great piece of work with the staff, and I'm happy to have had such a valuable experience.

Miura: My thoughts are similar, but I also had many first-time experiences. I believe we were able to create something better thanks to the support of many people.

Q. Please tell us the highlights of this "Rikuryu meets Double-Speed Beauty Serum*1" commercial.

Miura: I think we were able to express our strength, which is our speed, so I'd like people to watch for that.

Kihara: Definitely the speed and power. I believe the footage from close-up angles, such as twists and lifts, is something you don't normally see in competition footage, so I would be happy if you would pay attention to it.

Q. Please tell us about each other's "beauty" and "strength."

Miura: Well, of course in terms of technique, but I also think they always face challenges with strong mental fortitude.

Kihara: Riku-chan is truly strong and beautiful, with her powerful core strength in landings and lifts.

Q. The phrase "unwavering presence" in the "Rikuryu meets Double-Speed Beauty Serum*1" commercial expresses your strong bond. Do you have any special routines that give you peace of mind before a competition?

Miura: We have quite a few small routines, but the most important thing among them is not to get too lost in our own worlds. Even before a competition, we talk to each other and try to spend time as usual, like during our warm-ups, making sure not to deviate from our normal routine.

Kihara: Also, games. To avoid focusing too much only on the competition, we play games together to distract ourselves appropriately.

Q. The original costumes you are wearing in this commercial were designed specifically for the "Rikuryu meets Double-Speed Beauty Serum*1" commercial. What did you think of them when you wore them?

Miura: The colors are not ones I usually wear, but the shape and the way the rhinestones are applied are definitely unique to Mathieu. Each of the rhinestones themselves sparkle so much, making it my favorite costume.

Kihara: Mathieu has always taken great care of us, and this design is different from usual, yet the costumes are as comfortable to wear as always.

Q. You must be very busy every day. What did you think of using "THE SERUM"?

Miura: My skin tends to show fatigue from travel, but since I started using "THE SERUM," I feel very reassured using it as it seems to suit my skin. I personally find it very difficult to replenish moisture in my skin and have been conscious of that when using it, and it has truly become indispensable.

Kihara: Yes, before I started using "THE SERUM," my skin condition was declining, but since I started using it, it's perfect for me and lifts my mood. I used to have a preconceived notion that ELIXIR was for mature adults, but that's not the case at all. I realized that it's perfectly fine for someone my age to use it.

Q. Please tell us your favorite ELIXIR product.

Miura: I use "THE SERUM" daily. My skin tends to lose moisture, so I replenish it with this.

Kihara: For me too, "THE SERUM" is my favorite. It blends into the skin very well, and I like the way it spreads.

Q. Please tell us about your skincare routines.

Miura: In the morning, I just apply toner, then "THE SERUM," and then cream to finish.

Kihara: After bathing, I apply toner, then "THE SERUM," and then cream before going to sleep.

《Profiles》

Ryoichi Kihara

Born August 22, 1992. From Aichi Prefecture.

Riku Miura

Born December 17, 2001. From Hyogo Prefecture.

Formed their pair in 2019 and are affectionately known as "Rikuryu." In the 2023 World Championships, they achieved the first-ever pair victory for Japan. They also accomplished the historic feat of a Grand Slam in a single season. At the 2026 Milan-Cortina Winter Olympics, they won the gold medal with a breathtaking performance. They are a powerful force leading the Japanese figure skating world.

《Product Information》

ELIXIR THE SERUM aa (Quasi-drug)

Main product 50mL ¥8,100 (incl. tax ¥8,910)

Refill 50mL ¥7,600 (incl. tax ¥8,360)

<Product Features>

Equipped with proprietary "Double-Speed Essence Technology*1," it approaches multiple adult skin concerns such as "dryness, fine lines due to dryness*4, loss of firmness, visible pores*5, and precursors to age spots*6" with 21 types of rich beauty ingredients*7, including the high-function ingredient "Core-Xylid." It leads to firm, bright, and smooth skin.

*Prices are suggested retail prices. (May vary by store.)

*7 21 types of beauty ingredients: Core-Xylid (Hydroxyethyl Urea (firming, moisturizing)), m-Tranexamic Acid (Tranexamic Acid: whitening active ingredient), M-Bouncer CP (Hypericum perforatum extract, Glycerin (firming, moisturizing)), Clear Colla EX (Coix seed extract, Hydrolyzed conchiolin solution, L-Arginine HCl, Olive leaf extract, Glycerin (moisturizing)), Red Shiso Extract GL (Perilla extract (1), Glycerin (moisturizing)), Seaweed Extract GL (Seaweed extract (4), Seaweed extract (1), Glycerin (moisturizing)), Watercress Extract BG (Watercress extract, 1,3-Butylene Glycol (moisturizing)), Inositol GL (Inositol, Glycerin (moisturizing)), Collagen GL (Water-soluble collagen, Glycerin (moisturizing)), Erythritol (moisturizing), Pentaerythrityl Tetraethylhexanoate (emollient), Methylpolysiloxane (treatment), Moist ingredients (Polyoxyethylene methyl glucoside, Maltitol solution, Polyethylene glycol 1500, Glycerin (moisturizing)))

《What is ELIXIR》

Since its launch in 1983, ELIXIR has been a brand that consistently offers proven skin effects and a pleasant experience through continuous research into collagen. Small miracles felt on the skin shine beautifully on the cheeks as "Tsuya-dama" (dewy glow). It is an aging care*3 brand that walks with you, supporting you as you take a step forward, now and in the future.

《What is "Tsuya-dama"》

"Tsuya-dama" is a sign of healthy and beautiful skin full of firmness, transparency, and moisture. It appears as a fresh light on the high points of the cheeks.

ELIXIR Brand Site https://www.shiseido.co.jp/elixir/?rt_pr=trv26

ELIXIR Official X https://x.com/elixir_TW

ELIXIR Official Instagram https://www.instagram.com/elixir_official_japan/