Shiseido’s ANESSA names XG as new brand muses, 'IS THIS LOVE' selected as campaign song

Girl group XG has been appointed as the new brand muse for ANESSA, a suncare brand from Shiseido.

With this announcement, XG will appear in two new commercials for 'ANESSA Perfect UV Skincare Gel NA' ('The Harmony') and 'Anessa Perfect UV Skincare Milk NA' ('The Perfect UV'), as well as a 60-second brand film titled 'Free to Shine'. These were launched on 28 February, with TV campaigns set to begin on 1 April.

 
The brand film showcases XG embracing the lightweight, hydrating feel of ANESSA’s sunscreen, enjoying themselves under the sun with confidence and ease. Their track 'IS THIS LOVE' has been selected as the ANESSA global campaign song. Originally released in November as part of their second mini-album AWE - which marked their debut entry on the Billboard 200 - the song will also be re-released as a digital single on 7 March.

The commercials feature an exclusive a cappella version of the song alongside a dynamic dance scene, where XG members appear in fresh, sunlit outfits, delivering an energetic performance of 'IS THIS LOVE' under the blue sky. The campaign aligns perfectly with ANESSA’s brand purpose, "Free to Shine".