Kose's Visée Essence Plump Balm launches on August 21, with a new TV ad featuring TWICE's Tzuyu and Yoshino Hokuto starting August 11.

Kose's new product "Visée Essence Plump Balm" will be released on August 21 (Thursday). In conjunction with this, a new TV commercial "Essence Plump Balm" featuring brand muses Tzuyu from TWICE and Hokuto Yoshino from THE RAMPAGE will be released today, August 5 (Tuesday), on the "Visée" brand site, the "Essence Plump Balm" special site, and the official "Visée" SNS, and will be aired nationwide sequentially starting August 11 (Monday). To commemorate the release of "Essence Plump Balm," a special video featuring the two will be released on the official X (formerly Twitter) from August 6 (Wednesday) to August 14 (Thursday), and a campaign will be held where viewers can watch follow-up videos of the two if they reach 500 comments. Additionally, among those who follow the official X account and participate in this campaign, a total of 20 people will be randomly selected to receive a new product set. The "Visée Essence Plump Balm (#微熱リップ)" launching on August 21 (Thursday) will appear as a balm version of the popular "Essence Lip Plumper" which has surpassed a total shipment quantity of 3 million units (as of July 2025, cumulative shipment from December 1, 2022, to July 31, 2025). The soft balm melts and adheres closely to the lips, achieving three effects simultaneously: transparent color, high shine, and moisturizing care, creating a "plump and glossy" plump balm. It focuses on providing a plump, glossy feel while caring for the lips, with a refreshing and comfortable texture. By incorporating oil components that melt near body temperature, a melting texture is realized. This texture is expressed as "#微熱リップ" and the concept of the TV commercial is "melting lips with a slight fever." In the new TV commercial, Tzuyu and Yoshino Hokuto, who have been brand muses since October 2022, continue to appear with the hope that more people will know the charm of the new product and enjoy trendy makeup regardless of gender. Their dreamy gazes and lips overlap with the melting texture of the lip balm, enveloped in a quiet and gentle mood. The TV commercial depicts the "moment of melting with a slight fever." In the scene towards the end of the commercial where Tzuyu and Yoshino Hokuto look back over their shoulders, their shiny, sparkling lips enhance their sweet expressions. Viewers are invited to experience the "lingering sensation of lips with a slight fever" brought out by their melting expressions and transparent shine. Special videos featuring the two were also filmed for the official "Visée" SNS and the special site for this product. This time, a quiz was developed around the keyword "#微熱リップ". Each time viewers answer incorrectly, they can enjoy various expressions of the two. Tzuyu starts with a scene where she rests her chin on her hands and asks, "Which lip do you think is Tzuyu's?" Every movement and expression seems meticulously calculated to highlight the lips, and the changes in expression created by her strong gaze naturally draw in the atmosphere on set. During breaks in filming, she even clapped lightly to lighten the mood. Tzuyu's unique presence and soft aura were beautifully captured in every scene. Yoshino Hokuto, in a glossy shirt, appeared on set with a captivating presence. With subtle changes in his neck angle, gaze, and gestures, he switched between a languid softness and cool sharpness, captivating the crew. In a scene where he looks back over his shoulder, he responded perfectly to the director's sudden request to "act sweetly towards an older woman" with a slightly melting expression and a momentary gaze that he gently averted, enchanting everyone present. His sweet upward glance and melting expression elicited natural exclamations of "sweet" and "cute" from the director. In the interview segment, Tzuyu shared her thoughts on the CM shoot, expressing excitement about the beautiful lip colors and her care in posing. She described her favorite moments of relaxation as eating delicious food and playing with her dog. Yoshino Hokuto reflected on the enjoyable shoot and the product's appeal, noting its moisturizing properties and versatility for both men and women. He also shared his personal relaxation methods, including listening to music and taking leisurely walks. The new TV commercial will air in Tokyo, Osaka, and Fukuoka starting August 11, 2025, with a special campaign on X featuring Tzuyu and Yoshino Hokuto's videos running from August 6 to August 14.