SixTONES member Shintaro Morimoto has been appointed as the brand ambassador for the haircare brand RESP. Alongside the announcement, the company’s new commercial, “What Is RESP?“, starring Shintaro, premiered on YouTube on June 18 and will begin airing nationwide on July 18.
Built around the concept of “skincare for your scalp,” RESP has introduced a new category of haircare products with its non-foaming cream shampoo. To raise awareness of this new haircare routine, the brand has created a campaign featuring a playful, humorous and visually impactful concept designed to spark consumers’ curiosity.
The company selected Shintaro as its brand ambassador because of his bright, approachable personality, expressive sense of humor and broad appeal across generations, qualities that closely align with the brand’s communication strategy. Through Shintaro‘s unique charm, RESP aims to introduce more consumers to its innovative product and encourage them to discover a new haircare experience.
The newly released commercial, “Try RESP,” centers on the question many consumers are asking: “What Is RESP?” The spot is designed to clearly communicate the brand’s key features in an engaging and accessible way.
The commercial opens with a shopper picking up a bottle of RESP Cream Shampoo in a store, only to place it back on the shelf. At that moment, Shintaro appears as the “RESP Fairy,” desperately clinging to the product and calling out, “Don’t put it back!” He then introduces one of the shampoo’s defining features: “It’s a non-foaming cream shampoo.”
The commercial also highlights RESP’s signature “tiny retinol capsules” and its main tagline, “A spa experience with retinol—RESP Cream Shampoo,” presenting the product’s benefits in a clear and memorable way. Combined with Shintaro‘s comedic performance, the commercial offers a fun introduction to the brand’s unique approach to haircare.
