Gillette Launches 'Gillette Seijin' Campaign Questioning Morning Skin Irritation, Starring Actor Yuya Yagira

Gillette, the world's No. 1 male shaving brand across 31 countries, has kicked off its new brand campaign, 'Gillette Seijin' (Gillette Alien). Starring acclaimed actor Yuya Yagira, the first commercial premiered online on May 19, 2026, with a nationwide TV release set for this coming autumn.

### Campaign Background: Addressing the 'Unconscious Resignation' According to P&G research, 3 out of 4 Japanese men suffer from shaving-related skin issues but tend to blame themselves or simply get used to the discomfort. Gillette identifies this 'unconscious resignation' as a structural challenge in morning routines and aims to highlight these overlooked sensations through the perspective of an outsider—the Gillette Seijin.

### Commercial Storyline The 15-second spot features a man who accepts morning irritation as inevitable. Yuya Yagira, as the Gillette Seijin, appears silently by his side, helping him realize the discomfort he had ignored. In the 30-second version planned for autumn, this perspective expands from a single individual to society as a whole, revealing a world full of overlooked 'irritation' in typical Japanese morning scenes.

### Why Yuya Yagira? Yagira was chosen for his exceptional ability to convey deep internal emotions through non-verbal cues such as presence and gaze. As the Gillette Seijin, he acts as a presence that quietly questions the 'ordinary,' a role that aligns perfectly with his renowned acting prowess. During filming, his intense focus and expressive performance left the crew in awe, delivering perfect takes with minimal repeats.