Following the appointment of Jun Ji-hyun and Kôki, Hada Labo has officially announced the appointment of ANNA Tanaka, the Japanese member of the Gen Z girl group MEOVV, as its newest ambassador for the Asia-Pacific region, alongside the launch of a brand-new advertising campaign. The brand first released a teaser to give fans an early glimpse of ANNA’s many looks and her all-day hydrated glow. This will be followed by a music-video-style commercial starring ANNA, as well as exclusive behind-the-scenes footage, perfectly capturing Hada Labo’s “confident, healthy skin” image through ANNA’s signature cat-like charm.
“Just Right” Radiance: ANNA Interprets a Pure and Confident Skincare Attitude
Hada Labo has always monitored product quality under the strictest pharmaceutical standards, offering consumers skincare choices they can truly trust. Guided by its “just right” philosophy, the brand’s full skincare range—from cleanser, lotion, and cream—caters to different skin needs by providing the exact right nourishment, avoiding excess and allowing skin to return to its most pure and stable condition.
This balanced approach reflects ANNA’s own charm—neither too much nor too little, but just right. She is unassuming yet radiant, natural yet captivating. Her naturally luminous skin and inner confidence align perfectly with the brand’s philosophy. ANNA also exudes a gentle yet determined presence, genuine and pure, embodying Hada Labo’s commitment to quality and essence. The radiance she shows on stage and in front of the camera comes from healthy, mochi-mochi skin, making her the ideal expression of the brand’s “just right” skincare philosophy.
Behind the 24-Hour Shoot: Cat Elements Add Extra Spark to an All-Day Glow
Earlier, ANNA made time to film the new Hada Labo campaign, showcasing an all-day hydrated glow on camera. Built around a “24 hours, 8x speed” concept, the commercial captures her changing from a youthful student look to a bright yellow dress, a pale blue elegant gown, and finally a sparkling, glamorous evening dress—all while maintaining delicate, luminous skin across every transformation. The campaign also introduces a mysterious cat character, appearing alongside ANNA and echoing MEOVV’s signature cat-inspired image. When cat elements meet Hada Labo’s pure and simple philosophy, the result is a visual that feels both lively and refined.
During filming, ANNA handled multiple wardrobe and scene changes with professionalism and poise, earning praise from the crew for her dedication. Even after long hours on set, her skin remained radiant and stable. She shared, “After I started using Hada Labo, I learned to give my skin only what it truly needs. The simpler it is, the more reassuring it feels, and my skin has become much more stable.”
ANNA added, “I’m really happy to become Hada Labo’s APAC ambassador. This is not only my first skincare endorsement, but also a brand I’ve always trusted! My teammates were also happy for me, and when they heard I was a little nervous before filming, they encouraged me a lot. I even shared Hada Labo masks with the members in the dorm, so we had a girls’ mask night!”
Speaking about a fun moment from the shoot, ANNA laughed, “It was really fun filming with the newly added cat character. Even though it wasn’t a real cat, I still had to pretend to interact with it, and sometimes act out scenes where it suddenly stole the spotlight. That was a real test of my acting!” Through this new campaign, ANNA presents 24-hour, non-stop radiance and shows everyone what truly comes from within: confident, healthy skin. It also marks a new chapter for Hada Labo, inviting every woman to discover her own just-right, mochi-mochi glow through simple, pure skincare.
