XG are the new brand muses for Shiseido’s ANESSA + “IS THIS LOVE” as global campaign song!
The globally acclaimed Hiphop/R&B girl group XG is the new brand muse for ANESSA, a suncare brand from Shiseido. Their track “IS THIS LOVE” will be the ANESSA global campaign song.
Following this, XG will appear in two new commercials: “ANESSA Perfect UV Skincare Gel NA” (The Harmony) and “Anessa Perfect UV Skincare Milk NA” (The Perfect UV). They will also appear in a 60-second brand film titled “Free to Shine“. “IS THIS LOVE” will be the global campaign song. It was originally released in November as part of their second mini-album “AWE,” which marked their debut entry on the Billboard 200.
“IS THIS LOVE” Tracklist
- IS THIS LOVE
- IS THIS LOVE (Piano Ver.)
- IS THIS LOVE (Instrumental)
- IS THIS LOVE (Piano Ver.) (Instrumental)
The commercials will feature an exclusive a cappella version of the song alongside a dynamic dance scene. XG members appear in fresh outfits while delivering an energetic performance of “IS THIS LOVE.” The campaign aligns perfectly with ANESSA’s brand purpose, letting people shine infinitely under the sun.
“Free to Shine”
ANESSA’s brand purpose
The brand film showcases XG embracing the lightweight, hydrating feel of ANESSA’s sunscreen, enjoying themselves under the sun with confidence and ease.
XG is currently on their first world tour, “XG 1st WORLD TOUR ‘The first HOWL'”. They have upcoming performances in Fukuoka, Osaka, and additional shows in China, and Latin America in April. They will also headline the tour’s finale at Tokyo Dome. Additionally, XG will perform at the Coachella Valley Music and Arts Festival 2025, becoming the only Japanese artist on this year’s lineup!
Press release from Blackstar
