Gillette Launches 'Gillette Seijin' Campaign Questioning Morning Skin Irritation, Starring Actor Yuya Yagira
Gillette (P&G) has launched a new campaign titled 'Gillette Seijin' featuring actor Yuya Yagira. The campaign targets the unconscious acceptance of 'shaving irritation' among men, promoting Gillette's core value: 'A close shave that is gentle on people.' A web commercial debuted on May 19, with a nationwide TV rollout scheduled for autumn 2026.
📋 Article Processing Timeline
- 📰 Published: May 19, 2026 at 13:00
- 🔍 Collected: May 19, 2026 at 04:31
- 🤖 AI Analyzed: May 28, 2026 at 16:56 (228h 24m after Collected)
Gillette, the world's No. 1 male shaving brand across 31 countries, has kicked off its new brand campaign, 'Gillette Seijin' (Gillette Alien). Starring acclaimed actor Yuya Yagira, the first commercial premiered online on May 19, 2026, with a nationwide TV release set for this coming autumn.
### Campaign Background: Addressing the 'Unconscious Resignation'
According to P&G research, 3 out of 4 Japanese men suffer from shaving-related skin issues but tend to blame themselves or simply get used to the discomfort. Gillette identifies this 'unconscious resignation' as a structural challenge in morning routines and aims to highlight these overlooked sensations through the perspective of an outsider—the Gillette Seijin.
### Commercial Storyline
The 15-second spot features a man who accepts morning irritation as inevitable. Yuya Yagira, as the Gillette Seijin, appears silently by his side, helping him realize the discomfort he had ignored. In the 30-second version planned for autumn, this perspective expands from a single individual to society as a whole, revealing a world full of overlooked 'irritation' in typical Japanese morning scenes.
### Why Yuya Yagira?
Yagira was chosen for his exceptional ability to convey deep internal emotions through non-verbal cues such as presence and gaze. As the Gillette Seijin, he acts as a presence that quietly questions the 'ordinary,' a role that aligns perfectly with his renowned acting prowess. During filming, his intense focus and expressive performance left the crew in awe, delivering perfect takes with minimal repeats.
### Campaign Background: Addressing the 'Unconscious Resignation'
According to P&G research, 3 out of 4 Japanese men suffer from shaving-related skin issues but tend to blame themselves or simply get used to the discomfort. Gillette identifies this 'unconscious resignation' as a structural challenge in morning routines and aims to highlight these overlooked sensations through the perspective of an outsider—the Gillette Seijin.
### Commercial Storyline
The 15-second spot features a man who accepts morning irritation as inevitable. Yuya Yagira, as the Gillette Seijin, appears silently by his side, helping him realize the discomfort he had ignored. In the 30-second version planned for autumn, this perspective expands from a single individual to society as a whole, revealing a world full of overlooked 'irritation' in typical Japanese morning scenes.
### Why Yuya Yagira?
Yagira was chosen for his exceptional ability to convey deep internal emotions through non-verbal cues such as presence and gaze. As the Gillette Seijin, he acts as a presence that quietly questions the 'ordinary,' a role that aligns perfectly with his renowned acting prowess. During filming, his intense focus and expressive performance left the crew in awe, delivering perfect takes with minimal repeats.
FAQ
ジレットの新キャンペーン「ジレット星人」の目的は何ですか？
男性が日常的に感じつつも「仕方のないもの」と諦めていたシェービングによる肌のヒリツキ（違和感）に光を当て、「深剃りなのに、人にやさしい」というジレットの革新価値を伝えることです。
新CMには誰が出演していますか？
俳優の柳楽優弥さんが出演しています。内面を描き出す高い演技力と存在感が、当たり前を問い直すキャンペーンの趣旨に合致したため起用されました。
CMの公開スケジュールを教えてください。
15秒の「ジレット星人」篇が2026年5月19日（火）よりWEBで先行公開され、数カ月後の秋頃から全国地上波で順次放送開始予定です。
ジレットの市場での実績は？
2025年1月〜12月の手動髭剃り市場において、世界31カ国で売上No.1を記録しています（NielsenIQデータに基づくP&G調査）。
日本の男性の肌トラブルに関する調査結果は？
P&Gの調査によると、4人に3人がシェービングによる肌トラブルを抱えながら、それを自身の過失として処理し、慣れてしまっているという現状があります。