Japanese actress Risa Nakazato has debuted a vibrant pink perm and long hair in a new web commercial for Hot Pepper Beauty [1].
The campaign, titled "Bibibi Matsuri for Repeat: Nakazato-san's Three Transformations," uses the actress's high profile to encourage users to book repeat appointments via the service's application [1]. This promotional push is tied to a limited offer available to the first 1 million reservations [1].
Nakazato expressed her excitement about the specific look, noting that she had long admired the style. "The best part is definitely the curly, long, pink perm hair. I had longed for it," Nakazato said [1].
During the promotion, the actress shared her positive reaction to the bold color choice. "Having tried it this time, I thought it really is cute," she said [1].
While the pink aesthetic is the centerpiece of the current advertisement, Nakazato indicated that her experimentation with hair color is not finished. She mentioned a desire to try a darker shade in the future, stating, "I want to try a dark blue" [1].
There are conflicting reports regarding the exact launch of the campaign. One source indicates the commercial was released on July 11 [1], while another suggests that television and web distribution began as early as Jan. 5 [2].
“"The best part is definitely the curly, long, pink perm hair."”
This campaign leverages the influence of a popular celebrity to drive user engagement and retention for a digital booking platform. By showcasing a dramatic visual transformation, the brand aims to inspire consumers to experiment with their own styles and establish a habit of repeat salon visits through the app.
