The New CM's Catchphrase: "Faster and Deeper Than the News"

As the scent of spring arrives, UV rays rapidly intensify. Lingering in winter's mood because it's still cold can lead to gradual damage accumulation. To combat this, POLA established March 14th as another White Day, "Whitening Day" (registered with the Japan Anniversary Association in 2008), for learning about whitening, before the stronger UV rays of April. Since then, the company has disseminated various information to protect skin from the threat of UV rays, a major enemy for women.

This spring, 2010, marks the renewal of the whitening skincare line, "Whity-mo." To meet the growing demand for instant whitening, it has been perfected as the ultimate series with further advancements. The chosen image characters are seven active news anchors: Mao Kobayashi, Megumi Oishi, Mika Sugisaki, Chikako Takagi, Aya Hatta, Ayumi Matsumoto, and Maiwa Yamagishi. The TV commercial, featuring these fair-skinned beauties with radiant complexions, is already receiving rave reviews, set against the backdrop of a fictional news program.

These whitening anchors, dressed in pure white attire, gathered together. A Whitening Day PR event was held with the theme of "Sharing Happiness."

During a relaxed talk session, they shared behind-the-scenes stories from the CM shoot, as well as their daily UV protection and whitening secrets. Mao Kobayashi commented, "It turned out like a casual girls' talk session captured on CM," while Megumi Oishi laughed, "Both the costumes and the set were pure white."

This was fitting, as the fictional news program they anchor is aptly named "News The White." The setting was chosen because the news program's commitment to delivering facts "speedily" and with "credibility" aligns with the product features of Whity-mo. The CM consists of four titles: the first installment, "Introduction," followed by "Certainty," "Speed," and "Campaign Announcement." Through this series, the launch of the new "Whity-mo" and its whitening effects are impressively conveyed.

Later in the event, Mao Kobayashi's supervised "Macaron Tower of Happiness" appeared center stage. The pure white macarons, adorned with a heart symbol in the center, were a perfect collaboration between White Day and Whitening Day. This sweet creation was then shared with the invited guests as a "happy whitening" gift.

Whitening That Delights Instantly and Deeply Over Time – A Double Joy

Beauty is radiant when it reflects light. With this philosophy, Whity-mo aims for skin that is "filled with unparalleled "transparency" and abundant "moisture," glowing white by harnessing light." This time, the series pursues double whitening: speed and depth.

The key is POLA's original复合保湿成分 (compound moisturizing ingredient), "Bright Capsule." This ingredient, which comprehensively approaches the stratum corneum and conditions the skin for whitening, rapidly penetrates deep into the stratum corneum. This achieves two types of whitening: "stratum corneum whitening," which provides an immediate sense of brightness upon application, and "melanin whitening," which delivers lasting brightness with continued use. The lineup includes eight products, from cleansing to lotion, emulsion, and night cream. All are quasi-drugs, and their gentle feel is also a key appeal.

Cleansing
Medicinal Cleansing Clear N
Price | ¥3,990 Capacity | 120g
A cleansing product that thoroughly and cleanly removes impurities while caring for the skin. Features a refreshing gel-cream texture.

Face Wash
Medicinal Wash Clear N
Price | ¥3,990 Capacity | 120g
A face wash that creates a soft lather, rinses while retaining moisture, and prepares the skin for better penetration of whitening ingredients. Leaves skin smooth and soft.

Lotion
Medicinal Lotion White N
Price | ¥4,725 Capacity | 150mL
A medicinal lotion that instantly leads to transparent skin. It penetrates refreshingly, leaving skin moist and smooth without stickiness.

Emulsion
Medicinal Milky White N
Price | ¥5,250
Capacity | 50mL
A medicinal milk that envelops the skin with fresh moisture, instantly leading to transparent skin. Leaves skin feeling smooth on the surface and moist inside.

Daytime Emulsion
Medicinal UV Protector Bright N
SPF20・PA++
Price | ¥4,725
Capacity | 50mL
A daytime emulsion that performs three functions: whitening, UV protection, and brightening. It melts into the skin with a fresh feel, leaving it smooth and radiant.

Night Cream
Medicinal Cream White N
Price | ¥10,500
Capacity | 30g
A gel cream that provides intensive whitening while you sleep. Whitening ingredients penetrate continuously, resulting in bright, transparent skin by morning.

High-Performance Whitening Lotion
Medicinal Lotion White EX
Price | ¥12,600
Capacity | 100mL
A whitening lotion containing Lucinol. Its rich texture delivers high whitening and moisturizing effects, leaving skin plump, smooth, and brimming with moisture.

High-Performance Whitening Emulsion
Medicinal Milky White EX
Price | ¥12,600
Capacity | 50mL
A whitening milk containing Lucinol. Its rich, smooth texture provides excellent moisturizing effects, maintaining plump, soft, and hydrated skin all day long.

POLA Customer Service
0120-117-111
www.pola.co.jp