SixTONES' Hokuto Matsumura appointed as SHIRORU brand ambassador! New transparent commercial released

■A new commercial has been released that condenses Matsumura’s charm into a rich variety of colors!

Hokuto Matsumura (SixTONES) has been appointed as the brand ambassador for the total skincare brand SHIRORU, and a new commercial featuring him will begin airing nationwide from July 2nd.

Matsumura’s new commercial, “Shiroru’s Magic Foam,” features Crystal Whip, a carbonated foam facial cleanser that has been the No. 1 facial cleanser in Japan for two consecutive years and exceeded 4 million units in cumulative sales as of March 2024. Matsumura, who is lost in a fantastical, pure white world by taking the “foam” of Crystal Whip in his hands, plays with the slowly falling foam, lies down as if embraced by the dense foam, and shows off his emotional movements and beautiful, clear expression as time passes by in a commercial that “richly” condenses Matsumura’s charm.

■New CM “Shiroru’s Magic Foam” Story
Matsumura stands alone. He pumps SHIRORU’s carbonated foam face wash “Crystal Whip” into his hand, and gently squeezes the foam as if to test its dense elasticity. Before he knows it, Matsumura has been lost in a pure white world. As he walks through the slowly falling foam, he suddenly realizes that he is surrounded on all sides by larger bubbles. Matsumura surrenders himself to the comfort of the dense, fine foam. “It moisturizes as it washes away. It fills me up as I wash…” Matsumura gently places his hand on his moisturized cheek, and realizing that “that is dense, Shiroru’s magical foam,” he whispers to SHIRORU again.

■ Filming episode: Matsumura’s magic that makes the staff smile
The new commercial “Shiroru’s Magic Foam,” set in a world of pure white foam, was shot in a studio with a pure white background and floor. Matsumura said, “I felt embarrassed because I felt like I had wandered into a very stylish set,” but he was wearing a loose white shirt and showing a refreshing smile as he filmed. Matsumura was in contact with the dense foam of the carbonated foam face wash “Crystal Whip” throughout the day, squeezing it in his hands, lifting it up with both hands, and covering his entire face except for around his eyes. However, in the camera test before the actual shoot, he also used fluffy cotton instead of the dense foam. During a break in filming, Matsumura was pinching and stretching the cotton to shape it, when a staff member watching him said, “Oh, it’s a cat!” Yes, what Matsumura was making was a white cat face made of cute cotton with perky cat ears. The staff gathered in no time and it was well received, with everyone saying, “So cute!” It was a scene where Matsumura showed off his magic to make the staff smile in an instant.

Matsumura, who actually uses “Crystal Whip”, commented, “First of all, it’s really easy to use. I appreciate that. It’s easy to get a high-performance foam (with just one push) that’s better than making it yourself. The foam is really dense. It might be the densest I’ve ever used. It’s soft and feels good to wash with. I wash every time with the excitement of knowing that the dirt in my pores will gradually disappear.” He also said, “When I wash my face, my skin often dries out. It’s like it dries out as soon as I wash it… But SHIRORU doesn’t have that problem at all. I have dry skin, but it’s so moisturizing that I feel like I’ve moisturized it right after washing, and I really like it.”

“I wish I had found SHIRORU sooner, and I feel that it’s a facial cleanser that I’ll be using for a long time to come,” said Matsumura. When asked about his recommended way to use SHIRORU, he replied, “It may seem wasteful, but I want you to use the foam as generously as possible. There is also a method called a foam pack, which is very good. It removes dirt from pores and moisturizes your skin while washing your face, so it’s really great.”