When it comes to LUX commercials, the ones that feature the beautiful hair of Hollywood actresses as well as actresses and idols active in Japan are especially memorable, aren’t they?
They also air so frequently that you often see them while watching TV, making them one of the most familiar commercials for many people.
In this article, we’ll introduce some of the most popular LUX commercials that have aired so far.
We’ll also introduce the cast featured in each commercial, so you might find information on the performer you were curious about!
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[Who is that beautiful woman?] LUX’s Popular Commercials: A Roundup of Past Ads (1–10)
LUX Super Rich Shine “Blessing of Radiance”Anne Hathaway
This commercial featuring Anne Hathaway, who has appeared in many films that are popular in Japan as well, has that signature LUX look—radiant and luxurious with gold as its image color.
Anne Hathaway opening a door and taking flight is especially striking, as it embodies the tagline, “Every woman has the right to shine.” The commercial also uses the song “GOOD AS GOLD,” written specifically for LUX by the singer-songwriter Ai.
Unilever Japan LUX × Nogizaka46 Melty Treatment SeriesNogizaka46
This commercial conveys the effects of the LUX “Melty Treatment” series through shots of Nogizaka46 members’ hair flowing gracefully.
A key highlight is the overall gold theme in the background and costumes, which emphasizes hair so beautiful it stands out even in a lavish setting.
It’s also striking that the members don’t say a single word, instead expressing their confidence in their hair through movement and facial expressions.
The way their hair flows so beautifully evokes a sense of aspiration—making viewers feel, “I want hair like that.”
Unilever Japan LUX “#BeHairself: My hair, my choice.”Kiko Mizuhara
It’s a powerful commercial that strongly highlights the company’s philosophy of challenging prejudice against hairstyles and hair colors, as well as outdated rules.
In defiance of phrases like “hair that’s appropriate for X,” it proclaims the freedom of hair with the message, “I decide my hair.” The content expresses the importance of choosing your own hairstyle and how putting your individuality into your hair can make your life shine, set to visuals of diverse hairstyles and colors.
It’s a CM that firmly upholds the ideal of affirming the choice to decide your own hair and of being a supporter of a wide range of hair colors and styles.
It might be a good idea to use the various hairstyles featured in the commercial—including those of Kiko Mizuhara—as inspiration for yourself.
Unilever LUX Lux Bath Glow “Jiggly Jelly” VersionAyana Shiromoto
This is an introductory commercial for LUX’s Bath Glow series, themed around moisturizing hair.
The actress Ayana Shiromoto appears in the ad, highlighting that using Bath Glow gives hair moisture and makes it more manageable.
The cute, charming visual style inspired by the product packaging’s color scheme is also memorable.
Unilever LUX “#BeHairself — My hair, my choice.”Kiko Mizuhara
LUX’s commercial “#BeHairself: My hair, my choice.” portrays one’s hair as an expression of identity.
The ad features Kiko Mizuhara, with her beautifully grown-out hair prominently highlighted.
Midway through, there’s a segment where Mizuhara is rendered as an anime character, which feels fresh and leaves a strong impression.
Unilever LUX “Purpose” VersionTwice
This commercial, featuring members of TWICE and using their music as the BGM, is the “Purpose” version.
At the beginning of the ad, the members’ faces are shown one by one, with their hair blowing in the wind—creating a very striking visual.
The message focusing on expressing one’s individuality through hair is wonderful as well, making it a commercial that sticks in your memory after just one viewing.
The song playing in the background is “Just be yourself,” released in 2022, and its title, which aligns with the ad’s message, is particularly memorable.
The song is a message to a dear friend; it has a bright, pop feel that really lifts your spirits when you listen to it.
Super Rich Shine Straight & Beauty: “I am, straight.” (version)Asuka Saito
A commercial for LUX Super Rich Shine Straight & Beauty built around the theme of “being your true self.” The ad features Asuka Saito of Nogizaka46.
It portrays a story in which she—who isn’t comfortable acting like a stereotypical idol—decides to stay true to her unadorned self without being constrained by anything.
Asuka Saito, with her strikingly straight, beautiful long hair that perfectly suits a hair-care commercial.
Seeing her hair and her resolve in the ad may inspire more people to decide to live true to themselves as well!
