Cosmetics Brand "KANEBO" New Commercial "Give Lips a Contour. Give the World a Drama." to Stream from July 3rd

"I HOPE." is the message from KANEBO, a cosmetics brand that conveys hope rather than beauty. A new commercial will be streamed starting July 3, 2026 (Fri).

What is lipstick? What is the hope that makeup brings forth? This commercial expresses the feelings KANEBO has poured into its manufacturing, believing in the potential of lipstick beyond simply "something to adorn the lips." It is depicted with the energy overflowing from lips with sharp contours, enhanced by lipstick, and the powerful singing of Shiho Ochi from Superfly.

Empowerment from the lips. "Vitality Lasting Rouge" that provides a vibrant finish.

Why do people wear lipstick? KANEBO believes that lipstick is not merely "something that gives lips color and shine to make them beautiful." They want lipstick to bring forth a sense of vitality, a feeling of living powerfully and true to oneself, as if "the power to live" wells up from the lips. With this concept of "Vitality Lasting Rouge," in 2024, they launched "KANEBO Rouge Star Vibrant," which provides a glossy finish that makes expressions look vibrant. The following year, they released the second Vitality Lasting Rouge, "KANEBO Rouge Star Breeze," which imparts a rich vitality that makes expressions look alive with a soft matte texture. And in July 2026, KANEBO will introduce the next Vitality Lasting Rouge, "KANEBO Rouge Star Drama."

"Give Lips a Contour. Give the World a Drama."

This time, KANEBO focuses on the form of the lips as a part that reflects subtle emotional changes. Lips that convey thoughts and love are always seen as parts that express a person's expressions and emotions by clearly shaping the changes with vibrant, dynamic contours. When wearing new lipstick, words, expressions, and intentions overflow from lips with defined contours. This overflowing power then extends beyond oneself, spreading to the surrounding atmosphere and even the world. Believing that a single lipstick has the power to influence one's way of thinking and even their life, and to draw out the courage to face the world, the copy "Give Lips a Contour. Give the World a Drama." encapsulates the drama that is born from the lips when wearing lipstick.

Words filled with hope, overflowing from the lips, are layered with the dynamism of flowers.

KANEBO believes that the "contour" drawn by lipstick is not just the line of the lips, but extends to the contour of one's will, words, gaze, and attitude towards life. As the lips become clearer, the expressions become clearer, the words become clearer, and even relationships with others and how one faces the world change slightly. This commercial depicts the power that everyone possesses to vividly color the world they see by wearing lipstick in their daily lives, that is, the "drama" that each person has, like small miracles occurring in everyday life, and the chain of energy that expands as they become aware of it, layered with the dynamism of blooming flowers and the powerful singing voice of Shiho Ochi. It expresses the desire for makeup to be not just for self-adornment, but something that, beyond believing in one's own way of being, vividly colors interactions with others.

Depicting the moment when quiet inner strength opens outward.

In the commercial, the moment when quiet inner strength opens outward is expressed through the act of applying lipstick and changes in facial expressions. In this work, amidst petals dancing in the wind, the lips, gaze, expressions, body movements, and the colors of flower objects and the space all resonate, depicting the way inner will expands outward. Along with 18 cast members, the emphasis was placed not just on "making them look beautiful," but on conveying the strength of each person as they make decisions, approach someone, or take a step into the world.

About the Song

Shiho Ochi from Superfly, who has conveyed words and songs to the world with her own will, rather than just beauty or admiration, sang "Kuchibiru yo, Atsuku Kimi wo Katare." With a grand orchestral arrangement, the message embedded in the commercial and Ochi's singing voice resonate, creating a powerful delivery of the hope overflowing from the lips and the richness of the world.

With lips that shape emotions, drama enters a new scene.

Vitality Lasting Rouge, where inner thoughts are clearly expressed on expressions highlighted by a dynamic form.

"Red of the Heart Vein" and "Firmness and Gloss of the Dense Membrane," along with "Dancing Contour" that complements and dramatically enhances expressions.

These lips capture changes in expression and emit vitality full of hope and confidence, a Dense Membrane Form Lasting Rouge.

KANEBO Rouge Star Drama

All 9 colors (2 limited colors) ¥5,060 (tax included)

CM Overview

Title: KANEBO "Give Lips a Contour. Give the World a Drama." 60 seconds / 30 seconds

Official Website, Web Distribution Start: July 3rd –

CM Broadcast Date: July 4th –

CM Broadcast Area: Nationwide

Cast: Shiho Ochi (Superfly)

Mio, Hane, Ito hi, Mai, Aoka Sugiyama, Aya Ohashi, Kitahana, Mai Asano, Shiho Kanetsuna, Yufuko Ito

Ayano Otaki, Lune Glitter, Jacky, Rie Arakawa, Arisu Yanagida, Takako Imai, Soma Takane, Kura

Song: "Kuchibiru yo, Atsuku Kimi wo Katare"

URL: http://youtube.com/watch?v=FEeCAAVLYLg

(Narration / Shiho Ochi (Superfly))

Choosing lipstick.

I want to believe

it is choosing the future.

Lips become clear.

Gaze becomes clear.

Will, words,

even relationships with others

become clear.

Yes, everyone has the power

to make the world better, even for a moment.

Production Staff List

Planning & Production Company: Dentsu

Film Director / ECD, AD, CM PL, Dir, Editor: Yoichi Komatsu

C: Yuto Ogawa

Designer: Aya Sakamoto, Maria Kikuchi, Rin Inoue

AE: Yusuke Ise, Shinya Aoyama, Kyoko Okada

CPR: Aki Daisho, Ayano Kajiwara

Production Company: Moon Studios / Albuquerque Film

EPR: Masashi Fujioka

PR: Tetsushi Kobayashi

Chef PM: Moe Kiyooka

Assistant D (Assistant Director): Tokuo Tanida

C (Cinematography): Yoko Takahashi

L (Lighting): Masami Noguchi

Flower Artist: Megumi Shinozaki

Project Manager: Yoko Onishi

Art: Naoki Yoshimine

Art: Masao Niitsu

Mechanics: Keiichi Nishioka

Music Producer: Katsuya Yamada

Music Director: Rin Kato

Music Production Progress: Ryunan Kai

Arrangement: Tomoyuki Asakawa

ST: Yoshiyuki Shimazu

H: KENSHIN

M: Junko Kobayashi

Casting: Oi-chan, Honopan

Offline Editor: Toku Yamamoto, Daichi Endo, Shogo Suzuki

VFX Supervisor: Masaki Mizuno

VFX Artist: Kotomi Kawasaki

VFX Producer: Kazuma Kase

Colorist: Moto Tanaka

Mixer: Yasuhito Izutsu

About KANEBO

A cosmetics brand that conveys hope, not beauty.

With skincare & makeup series that bring out and enhance each person's inner hope and individuality,

towards a hopeful world where everyone can be happy with their own individuality.

Brand Site: https://global.kanebo.com/ja

*Prices shown are manufacturer's suggested retail prices.

◆Official Site & SNS

KANEBO Official Site https://global.kanebo.com/ja

KANEBO Official X @kaneboofficial ( https://x.com/kaneboofficial )

KANEBO Official Instagram @kaneboofficial( https://www.instagram.com/kaneboofficial/ )

KANEBO Global Official Instagram @kanebo_hope ( https://www.instagram.com/kanebo_hope/)

KANEBO YouTube Channel: 【I HOPE.】Ch( https://www.youtube.com/@I_HOPE_Ch )