Cleo's Beauté Launches Stunning Campaign with 'Cleopatra in Tokyo' in Taxis Across Tokyo

Cleopatra Returns to Modern Tokyo with Cleo's Beauté

The hair care brand Cleo's Beauté, developed by Boldies Co., Ltd., is set to unveil its magnificent brand film, 'Cleopatra in Tokyo,' in taxis across Tokyo starting May 18, 2026. This eye-catching campaign aims to resonate with individuals who embrace challenges in their personal and professional lives, promoting the message: "Beautiful hair empowers you."

A Glimpse into the Campaign

Inspired by the legendary ancient Egyptian queen Cleopatra, Cleo's Beauté embodies the brand's philosophy of inner wisdom and outer radiance. The rebranding initiative that took place on April 22, 2026, coincides with the launch of this visually stunning brand film. The creative team behind it has meticulously crafted a cinematic experience that captures the essence of the new brand statement.

By selecting taxi signage as a medium, Cleo's Beauté strives to create a unique connection with viewers during their travels, encouraging them to take a moment to nurture themselves and embody strength in their daily lives. The film features breathtaking visuals that transform the taxi into a private theater, showcasing the magic and empowerment of beautiful hair.

Film Overview

Set against the vibrant backdrop of modern Tokyo, 'Cleopatra in Tokyo' beautifully conveys the message that "Beautiful hair empowers you" through the captivating portrayal of Cleopatra and her journey. In just 30 seconds, the film combines cinematic tones with powerful music composed by Shinji Miyauchi, drawing viewers into a deeper understanding of the brand's world.

Structure of the Film:

1. Opening Scene: The film begins in a luxurious hotel room, where the silhouette of an extraordinary woman captures the audience's attention.
2. Mid-Section: A powerful monologue from a woman who encounters the queen emphasizes the film's core message. As she speaks, close-ups of her glossy hair, reminiscent of precious gems, highlight the intersection of ancient memories and contemporary life.
3. Ending Scene: The queen, with a confident demeanor, fades into the nocturnal streets of Tokyo, leaving viewers with Cleo's Beauté's logo and an invitation to embrace a new version of themselves.

Broadcast Details

- Broadcast Period: May 18, 2026, onwards
- Media: Taxicab signage in Tokyo (GROWTH)
- Watch the Film: Cleopatra in Tokyo

Meet the Creative Team

This ambitious project features a top-notch creative team:

- Creative Director/Planner/Copywriter: Mitsu Murahashi
- Art Director: Maiko Oka
- Producer: Kenichi Yano (Container)
- Director: Kodai Kobayashi
- Stylist: Remi Kawasaki
- Music Composer: Shinji Miyauchi
- Filming Director: Hiroki Ohno

More Than Just a Promotion

'Cleopatra in Tokyo' transcends traditional product promotion; it aspires to achieve a level of excellence comparable to a film. Just as Cleopatra's beauty and intelligence changed the course of history, the film serves as a reminder for contemporary individuals that well-groomed hair can be both a shield and a weapon for facing societal challenges.

Cleo's Beauté celebrates this concept with its latest visuals, showcasing the assurance that stems from well-cared-for hair. The brand's heritage, supported by over 1 million sales, solidifies its dedication to showcasing strength and beauty.

The immersive taxi experience is designed to awaken the viewers' own inner strength, allowing them to reflect on their empowerment during their commute. The chance to witness the film within the confines of a taxi enhances the concept of self-discovery and personal growth.

About Cleo’s Beauté

Cleo's Beauté draws inspiration from the beauty and strength of Cleopatra, the queen who once ruled ancient Egypt. Since its inception in April 2022, the brand has gained tremendous support, breaking past cumulative sales of 1 million units by January 31, 2026. Cleo's Beauté emphasizes the balance between inner wisdom and outer brilliance, encouraging a definition of beauty that extends beyond mere appearance.

With a unique formulation combining five types of keratin, including rare waterbird-derived keratin, Cleo's Beauté provides moisture, shine, and structural integrity to hair, helping individuals shine brightly in their daily lives.

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