An Ancient Queen in Modern Tokyo: "Cleo's Beauté" Begins Airing Brand Film "Cleopatra in Tokyo" on Taxi Signage in the City
Boldies Co., Ltd.'s haircare brand "Cleo's Beauté" will begin airing its new brand film, "Cleopatra in Tokyo," on taxi digital signage in Tokyo starting May 18, 2026, following a recent rebranding. The initiative aims to deliver the new brand statement, "Beautiful hair makes you strong," to forward-thinking business professionals in the private space of their commute. The film, created by top creators, features cinematic visuals to express the brand's profound worldview.
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- 📰 Published: May 18, 2026 at 20:00
- 🔍 Collected: May 18, 2026 at 11:31
- 🤖 AI Analyzed: May 18, 2026 at 12:05 (33 min after Collected)
Boldies Co., Ltd. (HQ: Shibuya-ku, Tokyo; CEO: Chihiro Nakata) announces that its haircare brand, "Cleo's Beauté," will begin airing its brand film "Cleopatra in Tokyo" on taxi digital signage in Tokyo starting today, May 18, 2026. The film was produced in conjunction with the brand's relaunch on April 22, 2026.
For this advertising campaign, Cleo's Beauté chose taxis in Tokyo as the medium to directly deliver its worldview of "cherishing and strengthening oneself" to individuals who are proactively taking on challenges in business and private life during their transit time.
The brand film "Cleopatra in Tokyo" is set in modern Tokyo and expresses the message "Beautiful hair makes you strong" through the image of the queen resurrected across time. A cinematic tone, combined with profound music by artist Shinji Miyauchi, draws viewers into the brand's world in just 30 seconds.
[Broadcast Overview]
Period: Starting Monday, May 18, 2026
Medium: Taxi signage in Tokyo (GROWTH)
This brand film goes beyond mere product promotion, pursuing the quality of "a short film." Just as Cleopatra moved history with her intelligence and beauty, we believe that well-kept hair is both a "shield" and a "weapon" for people living today. With over 1 million units sold, Cleo's Beauté brought together top creators to produce this testament to "proof of strength" on an overwhelming scale.
Cleo's Beauté is a haircare brand inspired by the Egyptian queen Cleopatra. Since its launch in April 2022, the brand has sold over 1 million units in total. It features a unique blend of five types of keratin, including rare "waterfowl-derived keratin," to achieve genuinely glossy hair.
Boldies Co., Ltd. is a D2C company that handles everything from planning and development to sales of cosmetics, health foods, and more. Its strength lies in its unconventional thinking and the speed with which it directly reflects customer feedback.
For this advertising campaign, Cleo's Beauté chose taxis in Tokyo as the medium to directly deliver its worldview of "cherishing and strengthening oneself" to individuals who are proactively taking on challenges in business and private life during their transit time.
The brand film "Cleopatra in Tokyo" is set in modern Tokyo and expresses the message "Beautiful hair makes you strong" through the image of the queen resurrected across time. A cinematic tone, combined with profound music by artist Shinji Miyauchi, draws viewers into the brand's world in just 30 seconds.
[Broadcast Overview]
Period: Starting Monday, May 18, 2026
Medium: Taxi signage in Tokyo (GROWTH)
This brand film goes beyond mere product promotion, pursuing the quality of "a short film." Just as Cleopatra moved history with her intelligence and beauty, we believe that well-kept hair is both a "shield" and a "weapon" for people living today. With over 1 million units sold, Cleo's Beauté brought together top creators to produce this testament to "proof of strength" on an overwhelming scale.
Cleo's Beauté is a haircare brand inspired by the Egyptian queen Cleopatra. Since its launch in April 2022, the brand has sold over 1 million units in total. It features a unique blend of five types of keratin, including rare "waterfowl-derived keratin," to achieve genuinely glossy hair.
Boldies Co., Ltd. is a D2C company that handles everything from planning and development to sales of cosmetics, health foods, and more. Its strength lies in its unconventional thinking and the speed with which it directly reflects customer feedback.