[Lips Co., Ltd.]
Men’s beauty brand [LIPPS] popular among Generation Z releases new visual for “Base Styling Oil” depicting versatile styles by young people active around the world with TOKYO as a backdrop
*Lips Co., Ltd.*
Press release: August 15, 2024
**
Men’s beauty brand [LIPPS] popular among Generation Z releases new visual for “Base Styling Oil” depicting versatile styles by young people active around the world with TOKYO as a backdrop
*“You can laugh freely with your hair too.” Posted at 16 locations around Shibuya Station starting August 15th (Thursday)*
LIPPS Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Takamitsu Matoba, hereinafter referred to as “LIPPS”), which plans and sells men’s cosmetic products and operates a hair salon franchise business, has released a “base styling oil” that makes hair easy to style. The key visual has been renewed and will be released on the website and SNS from Thursday, August 15, 2024. Additionally, from the same day, outdoor advertisements will be posted for a limited time at 16 locations in the area around Shibuya Station in Tokyo.
The models for the key visual are Kairyu Netsuke, a skateboarder who captivates the world with his various tricks, Takuma Amakasu, who is active as a fashion model in collections around the world, and Kaiki Kimura, a young actor who is active in movies and television. Appointed. In addition, we have appointed Seiya Fujii, a new photographer who is currently attracting the most attention, to capture their style.
The concept is “Let your hair laugh freely. TOKYO STREET
STYLING.” The message is that it is wonderful to enjoy yourself and your style as you are, and that by using base styling oil, you can enjoy your own style even more. Please enjoy the visuals of young people with different personalities freely enjoying their diverse styles as they are, set against the backdrop of the city of Tokyo.
LIPPS is “Boys, Be
Under the philosophy of “Beautiful!”, we aim to set the standard for men’s beauty in Japan and around the world, leveraging the men’s hair culture we have created as a hair salon brand.
About key visuals and outdoor advertising
■ Shibuya outdoor advertising overview
Period: Thursday, August 15, 2024 to Wednesday, August 21, 2024 Location: Posted at 16 locations in 9 areas
1. Cocokara Fine Wall 1-23-18 Shibuya, Shibuya-ku, Tokyo
2. MAGNET 1-23-10 Jinnan, Shibuya-ku, Tokyo
3. Arrow Parking 10-4 Udagawa-cho, Shibuya-ku, Tokyo
4. Udagawacho Building 14-13 Udagawacho, Shibuya-ku, Tokyo 5. Himanten Wall 23-5 Udagawa-cho, Shibuya-ku, Tokyo
6. Outback 34-1 Udagawa-cho, Shibuya-ku, Tokyo
7. Negiya Heikichi Building 36-18 Udagawa-cho, Shibuya-ku, Tokyo 8. Mani Building 37-10 Udagawa-cho, Shibuya-ku, Tokyo
9. Beer hall wall 37-35 Udagawa-cho, Shibuya-ku, Tokyo
*Regarding this matter, please refrain from making inquiries to the posting site or surrounding stores, etc.
Model: Kairyu Netsuke (skateboarder)
Model: Takuma Amakasu (Model)
Model: Kaiki Kimura (actor/talent)
What is “base styling oil”?
As the name “Base Styling Oil” suggests, it is a new type of hair oil that “prepare the base” for styling. It is not just for enjoying hair care and natural styling, but also has the feature of
“maximizing styling performance (*)” when using styling products.
The important thing when styling your hair is to apply styling products such as wax evenly to your hair. To do this, you need to spread the styling agent well with your palms. However, if your hair doesn’t work well with your fingers, the wax you’ve worked hard to extend will clump up and you won’t be able to style it properly.
“Base Styling Oil” not only creates a natural “no-set style” styling, but also coats each strand of hair with a film of oil, giving it a smooth finish that makes it easy to apply wax evenly. ”. This base makes it easy to create a bundled look and allows for styling with movement and three-dimensionality.
We at LIPPS will reconsider the value of creating base hair to maximize hair styling performance and propose new styling habits to everyone.
*Within the LIPPS styling agent series
Background of key visual production
LIPPS will celebrate its 25th anniversary in April 2024, and we are at the turning point of a new brand. We believe it is time to reevaluate what value we want to provide to all our customers through our salon work and products.
Key visuals are an important point of contact with our customers in order to deliver our message to the world. My thoughts have remained unchanged since our founding. Our goal is to encourage young people to believe that enjoying yourself as you are is more beautiful than anything else. That’s okay! This time, we have incorporated this idea into the key visual for our “Base Styling Oil,” which has the characteristic of “maximizing styling performance.”
This key visual was completed through the collaboration of three models who passionately fascinate the world with their different styles, and a photographer who agreed with our ideas.
From Tokyo to the world. We believe that our wishes will reach you little by little.
profile
■ Kairi Netsuke
Born August 19, 2003
Born in Shimada City, Shizuoka Prefecture
skateboard street style
A skater from Shizuoka Prefecture who started skateboarding at the age of 7 and whose trademarks include sharp heel tricks and blonde hair. In 2019, he rose to prominence by winning the “Tampa AM”, which is said to be the highest amateur competition.
In 2022, he won the JAPAN STREET LEAGUE and participated in world tournaments such as X-GAMES and SLS as a player representing Japan. At the Skate Street World Championship 2023 Tokyo, which was held for the first time in Japan in December 2023, he won second place against the world’s top athletes, and won the WST Dubai in March 2024. A skater who is ranked 5th in the world and is active around the world.
■ Takuma Amakasu
Born May 13, 1999
Started modeling activities in 2019.
Debuted with “LOUIS VUITTON x NIGO” and appeared in magazines and shows both domestically and internationally.
Debuting as a model in 2019, he continued his steady activities after being featured in the Louis Vuitton 20202 Pre-Fall Men’s Lookbook. In addition to the runway, this multiplayer has appeared in various domestic and international editorials. At the recently held 2023 Spring/Summer Men’s Collection, he appeared on various runways including “Loewe” and “Fendi”. In addition to Japan, she is a newcomer who has signed contracts with modeling agencies in six countries around the world.
▼Brands and seasons visited recently
“LOEWE”, “KENZO”, “JW ANDERSON”, “FENDI” 2023 Spring/Summer Men’s Collection
■ Kaiki Kimura
Born May 16, 2001
Born in Ibaraki Prefecture
Special skills are swimming and soccer
In addition to being widely active as a model, actor, and reporter, he has also appeared in numerous music videos due to his transparent aura.
He is one of the hottest young actors who is steadily expanding his range of activities.
・Nippon Television “ZIP!” (2024)
Joined the popular news introduction corner “Kiterne!” as a new reporter in April.
・TV Kanagawa “Cat’s Head Wide”
Regularly appears on live broadcasts from 12:00pm to 1:30pm on Mondays as “Neko no Te Moboritai”.
・Nippon TV “Stibra House” (2024)
・Nippon Television “Midnight Oshikatsu ~S/TEAM BLOOD~” (2023-2024) ・Magazine “FINEBOYS” (2023)
・Movie “The Last 17 Days” as Naoki Tachibana (2023)
・MV Zakinosuke. “Orange” (2023)
・MV Retroliron “Just goodbye, until my life burns out” (2023)
About LIPPS
*LIPPS*
A men’s beauty brand that has gained overwhelming support from men in their teens to 20s for its salon and salon-quality products. There are currently 30 salons nationwide and approximately 450,000 customers visit each year. We are always anticipating needs by creating products that incorporate customer feedback and designers’ ideas down to the smallest detail.
*Boys, Be Beautiful!*
To all people who live freely and happily.
Enjoying yourself as you are is
Above all, it’s beautiful.
[HP] http://lipps.co.jp/
[EC] https://lipps-product.com/
[Instagram] https://www.instagram.com/lipps.design/ (product) https://www.instagram.com/lipps_mens/ (salon)
[X] https://twitter.com/LIPPS_hair/
[TikTok] https://www.tiktok.com/@lipps.tiktok_official
[YouTube] https://www.youtube.com/user/hairmakeLIPPS