Hada Labo taps MEOVV's ANNA as its new APAC face

Japanese skincare brand Hada Labo has appointed ANNA Tanaka, the Japanese member of the Gen Z girl group MEOVV, as its newest ambassador for the Asia-Pacific region, alongside the launch of a brand-new advertising campaign.

Positioning itself on a "just right" philosophy that gives different skin types exactly what they need without excess, Hada Labo said this balanced approach reflects ANNA's own charm - neither too much nor too little, but just right, as she is unassuming yet radiant, natural yet captivating, with naturally luminous skin and inner confidence that align perfectly with the brand.

ANNA also exudes a gentle yet determined presence, genuine and pure, embodying the brand’s commitment to quality and essence, according to the brand.

Hada Labo first released a teaser to give fans an early glimpse of ANNA’s many looks and her all-day, hydrated glow. This is followed by a music-video-style commercial starring ANNA, as well as exclusive behind-the-scenes footage that captures Hada Labo’s “confident, healthy skin” image through ANNA’s signature cat-like charm.

As part of the campaign, Hada Labo has launched a video featuring ANNA and her all-day hydrated glow on camera. Built around a "24 hours, eight times speed" concept, the commercial captures her changing from a youthful student look to a bright yellow dress, a pale blue elegant gown, and finally a sparkling, glamorous evening dress — all while maintaining delicate, luminous skin across every transformation.

The campaign has also introduced a mysterious cat character, appearing alongside ANNA and echoing MEOVV’s signature cat-inspired image. When cat elements meet Hada Labo’s pure and simple philosophy, the result is a visual that feels both lively and refined.

Through this new campaign, ANNA presents 24-hour, non-stop radiance and shows everyone what truly comes from within: confident, healthy skin. It also marks a new chapter for Hada Labo, inviting every woman to discover her own just-right glow through simple, pure skincare.

“I’m really happy to become Hada Labo’s APAC ambassador. This is not only my first skincare endorsement, but also a brand I’ve always trusted! My teammates were also happy for me, and when they heard I was a little nervous before filming, they encouraged me a lot. I even shared Hada Labo masks with the members in the dorm, so we had a girls’ mask night!” said ANNA. 

MARKETING-INTERACTIVE has reached out to Hada Labo for more information.

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