Starring Satomi Ishihara | Don't miss her sparkling expression like a diamond the moment she smells the fragrance! "Humming Flare" new TV commercial will be aired nationwide from Thursday, August 22nd

Ishihara is excited to be filming on a giant screen for the first time! What is Ishihara’s method for continuing to shine and “realizing her dreams”?

Kao Corporation’s Humming Flare, which has been No. 1 in sales of lingering fragrance fabric softeners for 12 consecutive years*1, will be renewed by adopting the Diamond Aroma Method, which has the highest aromatic balance and beautiful fragrance. In conjunction with the renewal, new TV commercials starring actress Satomi Ishihara, “Diamond Aroma Appears,” “Experience Diamond Aroma ~Floral Sweet~,” and “Experience Diamond Aroma ~Savon de Savon~,” will begin airing nationwide from Thursday, August 22, 2024.

■Humming Flare Brand Site:https://www.kao.co.jp/humming/flair/

*1 Intage SRI+ Cumulative sales amount of “Humming Flare” in the fragrance-retaining fabric softener market from July 2012 to June 2024

*2 Among our fabric softeners

In this new TV commercial, Ishihara experiences the delicious scent of “Humming Flare,” which has been reborn using the “Diamond Aroma Method.”

In addition, in the commercial interview that will be released at the same time, Ishihara also gives us a glimpse into her daily life with comments such as “something that I have been particular about for a long time” and “a recent happy event that made me feel so happy that I couldn’t help but hum” in reference to “Humming Flare”. Please take a look at it together with the new TV commercial.

◆ TVCM Overview

The new TV commercial has the theme of “Humming Flare’s unique, long-lasting beautiful scent with the finest*2 aroma balance.” Whether you’re out and about or relaxing at home, the commercial shows Ishihara’s careful and delicate facial expression making for a memorable scene. At the end, Ishihara, in a good mood as she is surrounded by the beautiful fragrance, concludes with a refreshing “See, you’ll be humming along♪” comment. Please pay attention to Ishihara’s facial expression as she feels with her whole body how the beautiful fragrance lasts thanks to the Diamond Aroma Method.

●Title: “Diamond Aroma Appears”

URL: http://youtube.com/watch?v=o4_u8WRwy_0

●Title: “Diamond Aroma Experience – Floral Sweet”

URL: http://youtube.com/watch?v=1znavtL2f28

●Title: “Diamond Aroma Experience – Savon de Savon”

URL: http://youtube.com/watch?v=6eHugBS3BCo

Broadcast start/region: Thursday, August 22, 2024/nationwide

・Starring: Satomi Ishihara

・Shooting period: Late April 2024, Tokyo studio

◆Making of

For the filming of this new TV commercial, gorgeous images were projected onto a huge back screen, which Ishihara was amazed at, saying, “The visuals were so beautiful you could almost smell them.” She commented with a smile, “I was able to film it in a state of true happiness.”

At the beginning of the making-of video, Ishihara herself plays the piano on the set, exciting the staff! In the interview, we also got comments about Ishihara’s personal preferences and private life, such as “something that she has been particular about for a long time” since she was 25 years old, and “a recent happy event that made me feel so good that I started humming without even thinking” in reference to “Humming Flare.”

●Making of interview URL:http://youtube.com/watch?v=ncBKAiFoMLY

◆Interview with Mr. Ishihara (excerpts)

Q. This year’s “Humming Flare” has been updated with the “Diamond Aroma Method” which produces a beautiful, long-lasting fragrance with the finest aroma balance. How was the photoshoot?

Ishihara:It was my first time shooting in a studio, and I was really excited. I was able to shoot in a beautiful environment where the movement, wind, and scent were transmitted to me like the real thing, and I was able to shoot with such gorgeous images that I wondered, “Does the whole place smell like Humming Flare?”

Q. Since its release, Humming Flare has continued to evolve with a focus on pleasant fragrance.

It’s been over 10 years since the product was released, and you’ve been appearing in commercials for this year. Is there anything that you have continued to focus on or hone for a long time?

Ishihara: I clarify my goals in both my personal and professional life when I am around 25 years old and at other turning points.

I write down all my goals, such as what month I want to do this, what age I want to do this job, what I want to be in my private life, etc. When I write things down, the information becomes much easier to grasp and I can instantly put it into action, so I continue to do so because I feel it is the quickest way to make my dreams come true.

Q. Is there anything you would like to do while wearing the scent of Humming Flare?

Ishihara:A while ago, when I appeared on a variety show, I was recommended camping. I learned about the appeal of camping there and I’ve been really keen to try it, so I’d like to go camping with my family. I care a lot about where I sleep, and I hate changing pillows and other things when I sleep. Even when I go camping, I think I’d feel at ease if my blanket, for example, had the usual Humming Flare scent, so I’d like to try a camping experience that gives me a sense of security but also stimulates me.

Q. Your catchphrase is “See, you can’t help but hum!” Please tell us about something that happened recently that made you feel so good that you couldn’t help but hum.

Ishihara:My best friend introduced me to a friend who moved from Nagoya. I’m now really good friends with that friend, and I’m really happy that even as an adult, I can have friends that I want to see every day. Now I meet up with that friend often, and whether we go to a cafe together, go to a restaurant, or hang out with my kids at home, I always feel excited.

Q. Please give a message to everyone who will watch the commercial.

Ishihara:Once again, I think wearing fragrance or smelling good yourself can really make you happy. I feel like fragrance is directly connected to memories and the brain, and I think it’s a very happy thing to be able to inspire, elevate, and enrich yourself. I would be happy if you could choose your favorite fragrance in store and enrich your life. Please do get one.

[Product Overview]

The new “Humming Flare” has been created using the “Diamond Aroma Method,” which produces the finest aroma balance and lasts a long time with a beautiful fragrance. There are four fragrances in the lineup so that customers can choose the fragrance that suits their taste.

“Humming Flare” uses the “Diamond Aroma Manufacturing Process” to satisfy customers who want a pleasant-smelling fabric softener.

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