[New CM Released] 'Just Right.' RETOUCH, a brand proposing grooming for adult men, releases its first concept movie
CiiK Co., Ltd.'s men's hair cosmetics brand 'RETOUCH' has released its first concept movie. Featuring their popular 'nu WAVE' wax, it visually expresses the 'just right' grooming desired by modern adult men who don't want to try too hard.
📋 Article Processing Timeline
- 📰 Published: April 9, 2026 at 21:00
- 🔍 Collected: April 9, 2026 at 12:30
- 🤖 AI Analyzed: April 20, 2026 at 08:35 (260h 5m after Collected)
CiiK Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, CEO: Eito Miyanaga), which operates brands and media in the lifestyle domain such as the men's hair cosmetics and apparel brand "RETOUCH" and the adult men's media "Otona Danshi Labo", released a new concept movie today that embodies the brand's philosophy.
This movie features "RETOUCH nu WAVE", a hair wax specifically for permed and curly hair that has gained high support in the market, winning 1st place in Amazon rankings and best cosmetics awards (*1). With the message "Hairstyles can be free," it visualizes the "just right" grooming that modern adult men desire.
*1 Amazon Hair Styling Cream/Lotion Category Best Seller Ranking No. 1
### Background of CM Production: The reality of adult men who "don't want to try too hard"
For modern men, grooming has become an everyday standard. On the other hand, they have an earnest conflict: they "don't want to look like they are trying too hard" but "want to be clean and cool."
Through a community with over 1 million followers on related SNS, RETOUCH has caught the true feelings of adult men who "don't want to try too hard". This CM affirms their life-sized appearance and expresses the moment of regaining "room in mind and grooming" through the product.
Not over-styled,
This movie features "RETOUCH nu WAVE", a hair wax specifically for permed and curly hair that has gained high support in the market, winning 1st place in Amazon rankings and best cosmetics awards (*1). With the message "Hairstyles can be free," it visualizes the "just right" grooming that modern adult men desire.
*1 Amazon Hair Styling Cream/Lotion Category Best Seller Ranking No. 1
### Background of CM Production: The reality of adult men who "don't want to try too hard"
For modern men, grooming has become an everyday standard. On the other hand, they have an earnest conflict: they "don't want to look like they are trying too hard" but "want to be clean and cool."
Through a community with over 1 million followers on related SNS, RETOUCH has caught the true feelings of adult men who "don't want to try too hard". This CM affirms their life-sized appearance and expresses the moment of regaining "room in mind and grooming" through the product.
Not over-styled,