New TV Commercial "Realization! One Push ~Hanada in the Dressing Room~" Featuring New Brand Ambassadors Hakata Hanamaru and Daikichi for Men's Bigen Released
Hoyu Co., Ltd. has launched a new TV commercial for its men's gray hair dye brand, "Men's Bigen," featuring popular comedy duo Hakata Hanamaru and Daikichi as brand ambassadors. The commercial, titled "Realization! One Push ~Hanada in the Dressing Room~", began airing nationwide on April 3, 2026. The product itself underwent a renewal in January 2026, offering improved dyeing and color retention.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 19:00
- 🔍 Collected: April 3, 2026 at 10:31
- 🤖 AI Analyzed: April 18, 2026 at 01:09 (350h 38m after Collected)
Hoyu Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture; Representative Director and President: Yoshihiro Sasaki; hereinafter "Hoyu") will sequentially broadcast nationwide* a new TV commercial "Realization! One Push ~Hanada in the Dressing Room~" featuring the popular comedy duo "Hakata Hanamaru and Daikichi" as the new brand ambassadors for the men's gray hair dye brand "Men's Bigen," starting from Friday, April 3, 2026. *Excluding some regions.
Since its launch in 1978, "Men's Bigen" has built a trusted brand in the men's gray hair dye market, pursuing technological evolution and quality improvement. Currently, it is supported by a wide range of age groups as the No. 1* brand in annual sales in the men's gray hair dye market.
*Intage SRI+/Men's Gray Hair Color Market/Cumulative Sales Amount/November 2024 - December 2025
Product renewals will be implemented sequentially from January 2026. "Men's Bigen One Push," which boasts the best dyeing and color retention ever* and a refreshed package, will cater to more people with gray hair concerns.
*In the history of Men's Bigen One Push
■New TV-CM Project Outline
In this TV commercial, Hakata Hanamaru and Daikichi, serving as brand ambassadors, discuss the finish of "Men's Bigen One Push" in a natural exchange between the two, set in a dressing room.
The content aims to make gray hair dyeing feel more familiar and positive through the natural and friendly interaction between the two: Hanamaru, who enthusiastically appeals his satisfaction with the natural dyeing results after experiencing the finish of "Men's Bigen One Push," and Daikichi, who, while empathizing, involuntarily flinches at Hanamaru's strong pushiness.
The new TV commercial "Realization! One Push ~Hanada in the Dressing Room~" will begin airing on April 3 (Friday).
■New TV-CM Overview
【TV-CM Title】"Realization! One Push ~Hanada in the Dressing Room~" Edition
【Broadcast Start Date】Friday, April 3, 2026
【Broadcast Area】Nationwide
【Type】15 seconds
【URL】https://youtu.be/rNRwwcC4yWg
■Hakata Hanamaru and Daikichi Profile
Formation Date: May 1990
Origin/Joining/Apprenticeship: Fukuoka Yoshimoto 1st Generation
Awards: (Hanamaru) R-1 Grand Prix 2006 Winner
"THE MANZAI 2014" Winner
26th Fukuoka Prefecture Culture Award (2019)
Main TV Appearances: NHK Asaichi (Mon-Fri) 8:15-9:54, TV Nishinippon "Hanamaru Daikichi no Nanshiyoto?" (Fri) 19:00~ (Fukuoka Local)
Kansai TV "Tuesday is Full Power! Hanamaru-san to Chidori-kun" (Tue) 22:00~, and many others.
"Men's Bigen One Push" Product Overview
|
Product Name |
"Men's Bigen One Push" (Quasi-drug) |
|
Product Features |
●Adopts new formula "Micro Bubble Cream"! ●Best dyeing and color retention ever* in Men's Bigen One Push history. ●"Fragrance-free type" with no pungent odor unique to hair color. ●Contains color-retaining ingredient "Threonine" ●Easy to use! Simple one-push without the hassle of mixing. *In Men's Bigen One Push history |
|
Color Variations |
・4 Light Brown ・5 Natural Brown ・6 Dark Brown ・6A Ash Brown ・6S Natural Shadow ・7 Natural Black |
|
Content Volume |
Agent 1 (40g) + Agent 2 (40g) |
|
Price |
Open Price |
|
Package Contents |
Bottle, dedicated comb, cleaning dropper, gloves, instruction manual |
|
Sales Channels |
In-store sales (supermarkets, drugstores, home centers, etc.) Major EC (Amazon, Rakuten, LOHACO, etc.) |
|
Brand Site |
About Hoyu Co., Ltd.
Since its founding in 1905 (Meiji 38), Hoyu has been engaged in the business of hair color and hair care products for both household and professional use. It boasts the No. 1* domestic share in the over-the-counter hair color market and has been manufacturing, selling, researching, and developing hair color-related products for many years.
In 2023, the company celebrated its 100th anniversary and continues to move forward into the next 100 years with an unchanging attitude of creating new things, such as aggressive overseas business expansion and challenging the allergy field with a view to going one step further in safety research.
*Survey period:
Intage SRI Hair Color Market: January 1996 - December 2016, cumulative annual sales amount
Intage SRI+ Hair Color Market: January 2017 - December 2025, cumulative annual sales amount
Hoyu Co., Ltd. Company Overview
Headquarters: 1-501 Tokugawa, Higashi-ku, Nagoya City, Aichi Prefecture
Representative: Yoshihiro Sasaki, Representative Director and President
Founded: 1905 (Meiji 38)
Established: 1923 (Taisho 12)
Capital: 110 million yen
Number of Employees: 1,080 (as of October 31, 2025)
Consolidated Sales: 52.7 billion yen (Fiscal year ended October 31, 2025)
Domestic Production Bases: Seto Plant (106-2 Yamanotacho, Seto City, Aichi Prefecture), Sakuragaoka Plant (985 Anadacho, Seto City, Aichi Prefecture)
Business Activities: Manufacturing and sales of hair color and hair care products
HP Address: https://www.hoyu.co.jp/