#Japan #Tokyo #LUX #BMSG #MAZZEL

LUX and MAZZEL's Exciting New Collaboration in 2026

In a groundbreaking partnership, LUX, a leading total beauty care brand under Unilever Japan’s Customer Marketing Division, has joined forces with MAZZEL, an eight-member dance and vocal group from BMSG, to introduce an exhilarating new campaign. The campaign, which will roll out nationally starting August 31, 2026, features a captivating TV commercial titled "We Can Shine More."

At the heart of this campaign is the theme "Transform Your Damage into Shine," aiming to illustrate how LUX can repair damaged hair, leading to a radiant, healthy shine. The commercial will utilize the song "T.O.P," which perfectly aligns with the message of overcoming obstacles and striving for greater heights. Through the vibrant visuals, MAZZEL members convey the powerful message of the campaign: "We Can Shine More!"

The Essence of the New TV Commercial

The commercial takes a closer look at the daily struggles that contribute to hair damage, marked by an impactful moment from MAZZEL’s member NAOYA. It highlights LUX's "Super Rich Shine" tube treatment, equipped with a revolutionary "Damage Detection Technology" that identifies and repairs unseen damage. The message flows seamlessly through the brand’s tagline, leading viewers to envision how they can achieve glossy, healthy hair.

Throughout the ad, viewers are treated to engaging interactions among MAZZEL members, showcasing their unique personalities and chemistry. The imagery emphasizes that with LUX, achieving stunning hair is not merely a dream but a reality.

Behind the Scenes: MAKING OF THE COMMERCIAL

The filming set was a lively mix of excitement as the MAZZEL members donned sparkling outfits adorned with gold while immersing themselves in their roles. The director's detailed requests elicited sincere responses from the members, demonstrating their eagerness to excel in this new format distinct from their usual performances. They expressed both nervousness and anticipation, recounting their fresh experiences of filming an advertisement.

During the shoot, camaraderie flourished, as the members playfully commented on the delightful scent of the LUX products, reminiscing about their personal experiences with the brand. Comments like, “We used LUX at home!” revealed their genuine affiliation with the products beyond mere endorsement.

The members also proposed creative ideas during the filming process, leading to moments of spontaneous laughter and lightheartedness, such as the hilarious "jumping version" which cracked up the production team.

In-depth Interviews with MAZZEL

Upon completing the shoot, the members, clearly thrilled, expressed their joy, echoing a unified, “It was fun!” Their enthusiasm was palpable, especially when discussing their excitement for the campaign's outcome. The interviewer coaxed out playful banter as they reminisced about the moment they learned about the collaboration, with exaggerated shouts of joy filling the air.

Each member shared personal anecdotes about how LUX fits into their everyday lives, particularly after intensive tour schedules, framing it as an essential part of their routine to refresh and rejuvenate after performances.

When asked about their aspirations for Fall 2026, SEITO’s heartfelt wish of loving oneself resonated humorously among their peers who chimed in teasingly, cementing their rapport as a group.

The Launch and Campaign Details

The new TV commercial "We Can Shine More" will commence airing from August 31, 2026, with widespread visibility across Japan. Complementing this, LUX is set to launch a promotional campaign inviting buyers to purchase selected haircare products for a chance to win attendance at a MAZZEL rehearsal during the forthcoming "BMSG FES’26".

Campaign Highlights:

• - Campaign Name: LUX x MAZZEL "We Can Shine More" Campaign
• - Duration: August 16, 2026 – September 28, 2026
• - Participation: Purchase LUX haircare products, with enhanced chances of winning when using specific products.

Prizes Include:

• - Exclusive rehearsal viewing for 30 winners
• - 10 signed MAZZEL posters
• - 500 original QUO card pays worth 500 yen

The LUX brand has a rich history of evolving with Japanese women's haircare needs since 1972. With the 2025 revitalization of their core product line, LUX proves its commitment to providing cutting-edge hair treatment technology that meets modern demands. This collaboration with MAZZEL marks an exciting chapter in both brands' ongoing narrative—encouraging everyone to embrace their sparkle through quality hair care.

Those poised for fresh experiences can look forward to this electrifying campaign that captures the iconic essence of both LUX and MAZZEL, as they convey a message of transformation, confidence, and shine.