The globally acclaimed Hiphop/R&B 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 are launched on February 28th), with TV campaigns set to begin on April 1st.
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 March 7th.
The commercials will 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” – Let people shine infinitely under the sun.
XG is currently on their first world tour, “XG 1st WORLD TOUR ‘The first HOWL'”, with upcoming performances in Fukuoka (March 8th-9th), Osaka (March 15th-16th), additional shows in China (Hangzhou, Shanghai, Beijing, Chengdu) in March, and Latin America (São Paulo, Mexico City) in April. They will also headline the tour’s finale at Tokyo Dome, recently announced. Additionally, in April, XG will perform at the Coachella Valley Music and Arts Festival 2025, becoming the only Japanese artist on this year’s lineup.
“IS THIS LOVE” to be released on March 7th:
Tracklisting
01. IS THIS LOVE
02. IS THIS LOVE (Piano Ver.)
03. IS THIS LOVE (Instrumental)
04. IS THIS LOVE (Piano Ver.) (Instrumental)
