Schick FIRST TOKYO Unveils New Web CM with Popular Japanese Show for Gen Z

Introduction

Schick Japan, known for being the top brand in the Japanese razor market, has launched a new beauty grooming brand tailored for Gen Z called Schick FIRST TOKYO. In an exciting collaboration with ABEMA’s popular reality dating show Today, I Fell in Love, the brand released a new Web commercial on September 16, 2025.

The Concept Behind the Web Commercial

The Web CM highlights the common issues faced by the Gen Z demographic when it comes to shaving. Through consumer interviews conducted by Schick Japan, the commercial captures the authentic "shaving concerns and triggers" that young people experience. The brand aims to present the approachable and user-friendly nature of Schick FIRST TOKYO while resonating with the audience's genuine feelings.

Cast and Storytelling

In the commercial, members from the show — Kinjo Uchida, Kira Sakuraga, Kentaro Nakamura, Takuya Hayashida, Nene Tokita, and Hirona Nagahama — depict the everyday lives of Gen Z through relatable scenes. Their natural performances illustrate the product's gentleness and safety, making it appealing for first-time users. The Web CM consists of three parts: "Aren't Those Just Peach Fuzz?" "A Student's Morning," and "The Cool Brother of a Friend," each lasting 20 seconds.

Interactive Content

Additionally, the cast participates in a quiz related to the Schick FIRST TOKYO products, which is shared across Schick's official website and social media platforms. Viewers can enjoy candid reactions from the cast after attempting the quiz, providing a personal touch.

You can watch the Web CM and quiz segments here:

Cast Testimonials

Kinjo Uchida

Kinjo Uchida, who expressed his previous struggle with traditional razors leading to skin irritation, highlighted the smooth and comfortable shave he experienced with Schick FIRST TOKYO. He hopes others who share his concerns will give it a try.

Kira Sakuraga

Kira noticed that using shaving cream significantly reduced friction, allowing her to achieve a comfortable shave while maintaining smooth skin daily.

Kentaro Nakamura

Kentaro appreciates the ease of use and cute designs of Schick FIRST TOKYO, noting its positive impact on his shaving routine.

Takuya Hayashida

Takuya was impressed by how quickly the shaving cream absorbed into his skin, providing moisture without leaving a greasy feeling, making daily care enjoyable.

Nene Tokita

Overcoming her nerves during the filming, Nene found joy in the collaborative atmosphere and the chance to bond with her fellow cast members.

Hirona Nagahama

Hirona loved the friendly set environment and the opportunity to be unique in her portrayals.

1st Anniversary Campaign

Alongside the launch, from September 1, 2025, Schick FIRST TOKYO is running a promotional campaign where customers can receive digital gifts worth up to 500,000 yen for every purchase of the brand's products. This gesture reflects the brand's commitment to engaging with their audience.

About Schick FIRST TOKYO

Schick FIRST TOKYO is all about making the shaving experience gentle and approachable for first-time users. It redefines the mantra from "shaving hair" to "caring for skin," with safety and simplicity at the forefront of their product design. The emphasis on creating user-friendly products aims to empower individuals to discover a new version of themselves.

Product Highlights

Their flagship product is the Schick FIRST Shaving Holder, featuring a 4-blade design that is specifically crafted for a safe yet effective shave, along with a diverse color palette catering to personal style preferences. With additional products like the Schick FIRST Shaving Milky Cream, which ensures hydration while combating skin roughness after shaving, the brand ensures it provides a complete grooming solution for Gen Z.

Visit Schick's official website for more information.

Conclusion

Schick FIRST TOKYO is stepping confidently into the beauty grooming market, encouraging young individuals to embrace their shaving journey with confidence and care. Through impactful collaborations and relatable storytelling, they aim to establish a meaningful connection with their audience.