#Japan #Tokyo #JO1 #CM #Sorule

JO1 and Sorule Team Up for New Commercial

The hair care brand Sorule, now rebranded to focus on softness as the key to ideal hair, has launched a new commercial featuring the popular group JO1 as their brand ambassadors. The campaign, which kicked off on March 12, highlights a captivating new song penned by the members themselves, titled "Breezy Love."

Sorule's rebranding reinforces its commitment to providing the ideal hair care experience, addressing persistent hair issues such as frizz and damage caused by daily styling and coloring. The brand's philosophy centers around the belief that the essence of beautiful hair lies in its softness. As we often long to touch soft hair, Sorule aims to help customers achieve that coveted, touchable texture through its products.

In the new commercial, JO1 members can be seen gracefully soaring in the air, symbolizing the liberation from hair troubles that the brand promises. The visual representation of their flowing hair is a metaphor for the softness and moisture Sorule products aim to impart. The commercial also cleverly depicts moisture passing between members like a bubble, ultimately landing in their hair, effectively showcasing the transformative power of Sorule's offerings.

The delightful track "Breezy Love," written and composed by JO1 members Kimata and Kinjou, adds an enchanting melody to the visuals. Kimata expressed his joy in having their self-composed song featured in this memorable rebranding campaign, emphasizing how the lyrics resonate with the brand's newfound focus on softness.

Exciting New Product Launch

Alongside the commercial, Sorule is launching its new product line, including the AQUA LINE, which specifically aims to combat dryness and promote hair hydration. The brand has transformed into a self-care line focused on nourishing hair by incorporating skin-care-inspired ingredients that balance moisture and oil, providing a soft and manageable finish.

The product line includes:

• - Soothing Aqua Shampoo: A gentle yet effective formula that transforms dry hair, offering deep hydration and shine.
• - Soothing Aqua Treatment: Specifically designed to add softness and manageability, making every strand feel smooth and healthy.

Additionally, Sorule is providing the BREEZE LINE that targets oily scalps with a refreshing and light touch, ensuring hair feels soft yet airy:

• - Soothing Breeze Shampoo: A lightweight solution that refreshes the scalp and maintains a clean feel.
• - Soothing Breeze Treatment: This product gives hair a weightless, silky touch, making it easy to manage.

Exclusive Pop-Up Store

To celebrate the rebranding and product launch, Sorule is hosting a pop-up store in Tokyo's Nihonbashi from March 14 to 24. This limited-time event will immerse visitors in the essence of softness, reflecting Sorule's brand philosophy through a uniquely designed space. Exclusive offerings and the chance to purchase the new product line before its official release will be available. Attendees can also participate in fun games and receive special promotional gifts.

About JO1

JO1 is a global boy group formed through the survival show "PRODUCE 101 JAPAN" in 2019, featuring talented members who garnered over 65 million votes from fans. Since their debut in March 2020, JO1 has achieved Chart-topping success with all nine of their singles, solidifying their presence in the music industry. They have captured the hearts of audiences both domestically and internationally, earning awards and recognition along the way.

The collaboration between JO1 and Sorule could not be more fitting as both continue to evolve and climb to new heights. With their new campaign and product offerings, Sorule aims to provide every individual with the achievable dream of soft, beautiful hair. Sorule’s motto, "The essence of ideal hair is softness," invites everyone to explore a new world of hair care.

For more information on the new products and to watch the commercial, visit Sorule's official website.