#Japan #Tokyo #LUX #Kajiyuki #Super Rich Shine

LUX Launches 'Super Rich Shine' with an Engaging TikTok Challenge

Unilever Japan's total beauty care brand, LUX, is celebrating the 10th anniversary of its "Super Rich Shine Series" by unveiling a major reformulation and a unique TikTok initiative called #LUXPronunciationChallenge, starting from September 8, 2025. This creative endeavor invites participants to tackle the pronunciation of “L” and “R”, commonly perceived as difficult sounds. Users can showcase their skills by correctly pronouncing “LUX Super Rich Shine,” making it a fun audio game challenge.

To kick things off, an instructional video featuring the renowned voice actor Yuki Kaji has been released. His charming voice narrates the challenge while demonstrating the pronunciation techniques. Kaji shares the stage with popular influencers like Kemio, Naenano, and StudyIn Native English Conversation, each bringing their flair to this entertaining challenge.

The Exciting Reformulation

The re-launch is significant; nearly a decade after its initial introduction, LUX’s entire product line—shampoo, conditioner, and treatment—will receive new formulations promising to transform hair into silky, radiant “silk-like” strands. With this, the brand emphasizes not only its commitment to beauty but also its awareness of evolving consumer needs in hair care.

The #LUXPronunciationChallenge provides a way for the community to engage and have fun while exploring pronunciation skills. Participants will have the chance to win new products from the Super Rich Shine range by submitting their challenge videos on the TikTok platform.

Who is Yuki Kaji?

Yuki Kaji was born on September 3, 1985, and debuted as a voice actor in 2004. He has voiced many prominent characters, including Eren Yeager from Attack on Titan, Shoto Todoroki from My Hero Academia, and Meliodas from The Seven Deadly Sins. Kaji is also recognized for his narrative work on various TV shows and advertisements, showcasing his versatile talent. He previously received the prestigious leading actor award at the Seiyuu Awards for two consecutive years in 2013. Kaji also published a hit book, which sold over 70,000 copies. Recently, he launched an AI voice synthesis project to celebrate his 20 years in the industry.

To participate in the challenge:
1. Search for #LUXPronunciationChallenge on TikTok.
2. Tap the “Join Now” button to start filming.
3. Attempt to pronounce “LUX Super Rich Shine” and upload your video!

The campaign runs from September 8 to September 21, 2025, offering fantastic prizes for participants.

Giveaway Campaign

Along with the challenge, there is a chance to win LUX Super Rich Shine products. Participants can elevate their giveaway efforts by sharing their challenge videos, thus entering into a draw to win a complete set of the newly launched hair care products.

How to Enter:

1. Like and follow the official TikTok account of LUX, where Yuki Kaji demonstrates his challenge.
2. Mention the LUX official TikTok account and use the specified filter when posting your challenge video.

Winners will receive a full set of the LUX Super Rich Shine Damage Repair series, including:

• - Damage Repair Shampoo
• - Damage Repair Conditioner
• - Damage Repair Hair Oil
• - Damage Repair Hair Mask
• - Damage Repair Hair Mist
• - Damage Repair Treatment

In addition to the TikTok challenge, LUX is also running physical store promotions that allow shoppers to claim 300 chooseable Pay points back when purchasing LUX Super Rich Shine products over a specified value.

LUX's Legacy

LUX emerged in Japan in 1972 as a cosmetic soap and has since evolved into a leading hair care brand. Celebrating its 36th anniversary in 2025 since the initial launch of the Super Rich Shine line, LUX is dedicated to meeting the changing needs of Japanese women. The brand has achieved significant sales and accolades in the hair care market, reinforcing its position as a trusted name. The new vision, “LUX BRAVE VISION 2030,” aims to empower individuals to embrace their beauty and promote self-confidence through effective hair care solutions.

Explore more about the LUX Super Rich Shine series and participate in the #LUXPronunciationChallenge today! You can find their official TikTok here.