SixTONES member Juri Tanaka has been named the new ambassador for the natural cosmetics brand SABON. The company’s new TV commercials featuring Juri began airing nationwide on August 5.
Founded on the idea of creating “sparkling moments filled with the joy of everyday life,” SABON offers a wide range of products—including body care, hair care, skincare, and home items—designed to bring happiness to daily living. The brand said Juri‘s genuine personality, his commitment to constantly improving himself, and his considerate nature perfectly align with SABON’s wish for people to enjoy lives filled with comfort and happiness, leading to his appointment as ambassador.
In the new commercial, “Off with SABON,” Juri demonstrates how the brand’s signature body scrub provides a moment of self-care, soothing both the skin and the mind after a busy day. Meanwhile, “ON with Fragrance” highlights the confidence inspired by SABON’s refined scents, portraying body care as a ritual that empowers and encourages oneself.
Reflecting on the campaign, Juri commented, “I think these commercials capture two completely opposite sides of Juri Tanaka.” His performance showcases the contrasting qualities of SABON through both his relaxed and confident expressions.
Starting on August 6, SABON stores across Japan feature “Juri Tanaka‘s SABON Talk,” an in-store audio program introducing the brand, along with posters and other promotional materials featuring the SixTONES member.
The commercials were filmed in a stylish house studio decorated with bright white interiors. Shooting began with a scene of Juri enjoying the scent of SABON’s body scrub in a sunlit bathroom. As the fragrance filled the room, he naturally relaxed into the moment.
Asked what he likes most about SABON’s body scrub, Juri said: “I love the feeling of using it on my skin. It feels so good while you’re applying it, and once you’re finished, your skin becomes unbelievably smooth. I was really surprised.”
The campaign presents two contrasting versions of Juri: his natural, relaxed self in “Off with SABON” and his confident, energized side in “ON with Fragrance.” After filming wrapped, he explained: “I think the commercials include two completely opposite sides of me—one where you can see a more natural, authentic Juri Tanaka, and another where I’m fully switched on, like the Juri Tanaka everyone usually supports. I hope people enjoy that contrast.”
The commercials also feature Juri relaxing at home, stretching on his bed and lounging on the sofa. When asked how he would spend a day off, he admitted with a laugh: “A lot of people probably won’t understand this, but I actually love wasting an entire day.”
He also revealed that fragrance is an essential part of his personal relaxation routine.
