Yuki Kawamura appears in a new SHISEIDO MEN commercial

The new “Chosen Path” commercial for the prestige men’s line “SHISEIDO MEN Ultimune™ Powerizing Concentrate” by Shiseido Company, Limited, featuring Yuki Kawamura as an athlete ambassador, will be released across various social media platforms, including Shiseido’s official YouTube channel, starting Tuesday, April 8. Kawamura entered into a partnership agreement with Shiseido as an athlete ambassador for SHISEIDO MEN on January 20, 2025, and this commercial marks his first appearance in a television commercial.

“SHISEIDO MEN” is a skincare and makeup series for men, powered by advanced technology and grounded in cutting-edge dermatological research into men’s skin.
In the new commercial, Yuki Kawamura—an athlete ambassador for SHISEIDO MEN who embodies the key message “A man’s beauty shows in his skin”—is portrayed as he takes on daily challenges in Memphis, Tennessee, where he has been based since last year. The narration is provided by actress Suzu Hirose. Through messages of encouragement from Kawamura, who continues to push himself every day in the United States, and Hirose, who has a strong connection to basketball, the commercial conveys SHISEIDO MEN’s message of supporting everyone who continues to challenge themselves toward an unseen tomorrow through skincare.

■CM content

In an era shaped by constant comparison through social media, many of us long to find our own standards—and to embrace our choices as they are. Listening to his inner voice and driven by unshakable belief, Yuki Kawamura continues to devote himself fully to every challenge he faces in the United States, even at this very moment. We wanted to deliver his powerful presence as it truly is—raw, vivid, and alive before your eyes. This film was created with that aspiration at heart.
The path of living honestly according to your own values is never flat, and the shadow of anxiety always exists in a corner of your heart. What gives us the power to get rid of such hesitation and open the door to the future is Suzu Hirose’s powerful and warm words of support, “Come on—let’s go for one” It shakes the hearts of those who hear it and gives a light of courage and hope. “Come on—let’s go for one.” This phrase is often used by the point guard (PG), the playmaker position in basketball, to encourage teammates. Like player Yuki Kawamura, Suzu Hirose herself was active as a point guard from the second grade of elementary school.
WWith SHISEIDO MEN skincare, we hope this film helps guide you toward a tomorrow you’ve never seen before.

■ Filming episode of player Yuki Kawamura

In today’s newly released commercial, Yuki Kawamura was filmed in Memphis, Tennessee—his base since last year. Through the lens, we follow his life in the city and the steady rhythm of his daily training.
During the studio shoot, Yuki Kawamura steps into a completely different presence from his familiar uniform, wearing a refined black look. In the opening moments of the commercial, his intense, focused gaze leaves a strong impression. With a basketball in his hands, he looks at it in silence, confronting himself and letting his feelings for the sport rise within. As he slowly raises his head, the camera captures a fleeting moment—revealing an expression defined by resolve and inner strength.
In the on-court shooting scenes, the instant he steps onto the floor, Yuki Kawamura transforms into a professional basketball player, displaying smooth, effortless ball control. In contrast, during the skincare scene with SHISEIDO MEN Ultimune™ Powerizing Concentrate, he slowly presses his hands into his skin—a quiet gesture that speaks to the care and balance he brings to both his body and mind. ブランド感・“静と動”の対比を強めた
Making-of URL：https://youtu.be/xxEomImP5rI

■ Comments from Suzu Hirose and Yuki Kawamura

[Suzu Hirose]
“Whenever I hear about Yuki Kawamura’s daily efforts in the U.S., it motivates me to keep pushing myself, too. Having played basketball myself, I poured my feelings into the line ‘Come on—let’s go for one’ when recording the narration. I’ll be cheering him on from now and always.”

[Yuki Kawamura]
Thank you for your support. Since leaving Japan, I have been deeply reminded every day of how much your support empowers me. I appreciate your continued support. “

■ New CM Overview

Title：”The Chosen Path” (15, 30 seconds)
Starring：Yuki Kawamura
Narration：Suzu Hirose
Release Date and Time：Tuesday, April 8, 2025, 4:00 AM
Release Platforms：Shiseido Official YouTube Channel, various SNS, brand website
* Except for YouTube, various SNS and brand website will be released at 9:00 AM.

■Get an original SHISEIDO MEN face towel! Campaign

From Monday, April 21st, at participating stores, purchase SHISEIDO MEN products totaling 11,000 yen (tax included) or more
and receive one SHISEIDO MEN original face towel (black).
*While supplies last.

<How to apply>
Purchase SHISEIDO MEN products totaling 11,000 yen (tax included) or more at participating stores to receive the gift
*Please contact each store for product availability details.

<Prize>
SHISEIDO MEN original face towel

<Campaign Period>
Monday, April 21, 2025 〜 ※Ends as soon as supplies run out.

Campaign Site URL：https://brand.shiseido.co.jp/smn2025cm-cp.html

About SHISEIDO MEN
Shiseido has been researching men’s skin for over 100 years. Through this, we have discovered that men’s skin is more delicate than women’s skin.
SHISEIDO MEN, the men’s series of the global prestige brand SHISEIDO, was launched in Italy and Germany in 2003 as a full‑fledged skincare line focused on the barrier function of men’s skin. Introduced to the Japanese market in 2004, it has since led the prestige men’s skincare category. Designed to keep men’s skin healthy and bring out a supple, vibrant appearance, SHISEIDO MEN is a high‑quality, high‑performance skincare and makeup series. In addition to appointing acclaimed actors Takashi Sorimachi and Nanako Matsushima as brand ambassadors, SHISEIDO MEN has also welcomed professional basketball player Yuki Kawamura as its athlete ambassador. Committed to supporting men’s skin at every age, SHISEIDO MEN continues to deliver solutions grounded in cutting‑edge skin science.

■ “SHISEIDO MEN” Official Site：https://brand.shiseido.co.jp/shiseidomen.html
■ “SHISEIDO MEN” Official Instagram：https://www.instagram.com/shiseido_men_/