IPSA's Long-Selling Lotion 'The Time R Aqua' Evolves; ROIROM Appointed as 'Aqua Friends'
IPSA will launch the renewed lotion 'The Time R Aqua e' on April 23, 2026. A campaign featuring the upcoming idol duo ROIROM as ambassadors begins April 9.
📋 Article Processing Timeline
- 📰 Published: April 9, 2026 at 19:00
- 🔍 Collected: April 9, 2026 at 10:31
- 🤖 AI Analyzed: April 20, 2026 at 11:59 (265h 28m after Collected)
IPSA Co., Ltd. will launch a renewed version of its long-selling lotion, "The Time R Aqua e (Quasi-drug)" on Thursday, April 23, 2026. To commemorate this, a new campaign featuring the idol duo ROIROM, who will debut in May of the same year, as "Aqua Friends" will begin on Thursday, April 9, 2026. In this campaign, along with the latest visuals, a concept movie featuring ROIROM's new song "DRESS CODE", released as their third pre-debut track on Wednesday, March 25, will be published. Various contents, including making-of movies, skin measurement experience videos, and SNS campaigns, will be rolled out. The campaign site is scheduled to feature visuals starring ROIROM and special content.
The campaign's featured product, "The Time R Aqua e (Quasi-drug)", is an evolved version of IPSA's iconic long-selling lotion, which has held the No.1 spot in both sales volume and value for lotions*1 in the prestige market for 5 consecutive years*2. Since its launch in 2002, it has continuously evolved as a lotion that maintains a comfortable skin state filled with water, rather than temporary moisture, earning enduring support regardless of generation, gender, or season.
In this renewal, IPSA's proprietary new moisturizing technology "Aqua Science Technology", which delivers moisture and beauty ingredients to every corner of the stratum corneum, has been adopted. It continuously and comfortably maintains a fresh skin state.
In this campaign, the idol duo ROIROM appears as "Aqua Friends". Their attitude of continuing to move forward while respecting each other's individuality, and their way of valuing daily accumulation, overlapped with the philosophy IPSA has cherished, leading to their appointment.
*1 Refers to the pre-renewal "The Time R Aqua"
*2 Based on sales value and sales volume in the lotion category of the domestic prestige market (department stores, boutiques, e-commerce) from January 2025 to December 2025, according to the "Quarterly Sales Report in Japan Q4 2025 Edition (Copyright ©2026 Beauté Research SAS)" reported in January 2026.
## About the Campaign Concept "Keep Moving. Beauty Dances."
Beauty is not a momentary sparkle, but something nurtured through daily accumulation.
The figure of ROIROM continuing to move forward while facing themselves, and Aqua continuing to fill the skin with moisture.
The campaign concept "Keep Moving. Beauty Dances." was born from the commonalities between the two.
## About the Concept Movie
Set to ROIROM's highly talked-about new song "DRESS CODE", this concept movie portrays "the beauty of keeping moving" through the daily life of ROIROM as they face themselves. The dynamism of live scenes versus the quiet time of conditioning the skin with Aqua. The contrast is dramatically depicted alongside a narration where the two members of ROIROM speak their minds while respecting each other. The biggest highlight is the daily dance practice scenes off the stage, and the unvarnished faces of HIROMU and ROI glimpsed in those moments. Their brilliance is born not in an instant, but from daily accumulation. Their way of being is expressed by overlapping with Aqua, which continuously retains moisture. Pay attention to the dancing beauty of the two, unlike anything seen before.
YouTube Release Date: Thursday, April 9, 2026, 10:00~
Title: "Keep Moving. Beauty Dances." Edition (30 seconds)
The campaign's featured product, "The Time R Aqua e (Quasi-drug)", is an evolved version of IPSA's iconic long-selling lotion, which has held the No.1 spot in both sales volume and value for lotions*1 in the prestige market for 5 consecutive years*2. Since its launch in 2002, it has continuously evolved as a lotion that maintains a comfortable skin state filled with water, rather than temporary moisture, earning enduring support regardless of generation, gender, or season.
In this renewal, IPSA's proprietary new moisturizing technology "Aqua Science Technology", which delivers moisture and beauty ingredients to every corner of the stratum corneum, has been adopted. It continuously and comfortably maintains a fresh skin state.
In this campaign, the idol duo ROIROM appears as "Aqua Friends". Their attitude of continuing to move forward while respecting each other's individuality, and their way of valuing daily accumulation, overlapped with the philosophy IPSA has cherished, leading to their appointment.
*1 Refers to the pre-renewal "The Time R Aqua"
*2 Based on sales value and sales volume in the lotion category of the domestic prestige market (department stores, boutiques, e-commerce) from January 2025 to December 2025, according to the "Quarterly Sales Report in Japan Q4 2025 Edition (Copyright ©2026 Beauté Research SAS)" reported in January 2026.
## About the Campaign Concept "Keep Moving. Beauty Dances."
Beauty is not a momentary sparkle, but something nurtured through daily accumulation.
The figure of ROIROM continuing to move forward while facing themselves, and Aqua continuing to fill the skin with moisture.
The campaign concept "Keep Moving. Beauty Dances." was born from the commonalities between the two.
## About the Concept Movie
Set to ROIROM's highly talked-about new song "DRESS CODE", this concept movie portrays "the beauty of keeping moving" through the daily life of ROIROM as they face themselves. The dynamism of live scenes versus the quiet time of conditioning the skin with Aqua. The contrast is dramatically depicted alongside a narration where the two members of ROIROM speak their minds while respecting each other. The biggest highlight is the daily dance practice scenes off the stage, and the unvarnished faces of HIROMU and ROI glimpsed in those moments. Their brilliance is born not in an instant, but from daily accumulation. Their way of being is expressed by overlapping with Aqua, which continuously retains moisture. Pay attention to the dancing beauty of the two, unlike anything seen before.
YouTube Release Date: Thursday, April 9, 2026, 10:00~
Title: "Keep Moving. Beauty Dances." Edition (30 seconds)