SixTONES’ Hokuto Matsumura has been appointed as the brand ambassador for a new damage hair care brand. A new commercial has also been released.
Active in many fields as both an artist and an actor, Hokuto has earned support from a wide range of generations thanks to his unique sensibility and sincere personality. While cherishing and nurturing his own individuality, he continues to update himself as a performer with a positive attitude. This outlook embodies the brand’s concept of “caring for and nurturing your hair so you can grow it beautifully, just as it is,” which led to his appointment this time.
The new commercial, titled “Kitto, Tabun” (“Surely, Maybe”), features Hokuto as “Researcher Hokuto,” a studious science-type character. Through his gaze, captivated by the simple, fleeting beauty of hair, the CM shows how hair that’s cared for every day can naturally bring out a person’s confidence and charm. It reflects the brand’s message in a warm, relatable way.
To celebrate both the brand’s debut and Hokuto’s appointment as ambassador, a limited-time pop-up store will open at “0th Hub Nihonbashi” in Tokyo’s Nihonbashi district. Visitors will be able to purchase the new products, see special visuals of Matsumura on display, receive exclusive novelties, and even enjoy an interactive booth where they can learn about damage care in a fun and engaging way.
Additionally, Hokuto appeared at the new event on the 17th.
After successfully completing the “lighting ceremony,” the host invited him to “please have a seat.” Laughing, Matsumura joked, “When you said ‘okake kudasai (please have a seat),’ I thought you meant pouring shampoo on something…” drawing smiles from the audience.
When asked again how he felt about becoming the brand ambassador, he said shyly, “Since it’s the brand’s debut, it feels like a new beginning. I’m really happy to be part of it at a moment when it needs momentum. But at the same time, it does come with some pressure.”
Hokuto also shared that he’s been using the brand’s moisturizing line as a full set. “I’ve been growing my hair out for roles and getting perms, and my hair is naturally quite fine, so I’ve been worried about dryness,” he admitted. “But even after rinsing out the shampoo, I don’t feel that dryness at all. I really like it,” he said with a smile. “Since I do get perms, I figured right now moisture suits me more than a super sleek finish. It matches my hair type really well. I’m a big fan.”
When asked about his personal hair care routine, he explained, “When I shampoo, I first lather it up in my hands, kind of like when you foam up facial cleanser, and then apply it. I also make sure to rinse my hair beforehand with lukewarm water, not too hot, before washing it properly. That’s something I’m careful about.”