Haircare Brand La Sana's New Web CM Featuring M!LK's Jinato Yoshida Sparks Overwhelming Fan Response

Haircare brand "La Sana" has released a new web commercial titled "Which Jinato will you spend the day with? Sparkling Days for Hair and Heart with La Sana💛✨" featuring Jinato Yoshida, a member of the popular boy group M!LK. The CM has garnered an overwhelming response from fans.

The web CM is based on the concept, "What if La Sana's four items appeared before you as people...?" In it, Jinato Yoshida transforms into four distinct characters, showcasing the appeal of each product along with their unique hobbies and personalities. Fans have been showering praise on the visuals and direction, with comments like, "All the styling is divine," "Every Jinato is wonderful," and "It's unfair how the gently embracing charismatic boy suddenly reveals his eyebrows."

In particular, Jinato Yoshida's fans (affectionately known as "Yoshida-oshi") flooded the brand with passionate messages of gratitude and pledges to purchase, such as "La Sana really found a good spot, Yoshida-oshi are the most likely to loosen their purse strings," "Thank you so much, La Sana, for featuring Jinato Yoshida," and "La Sana, we are incredibly grateful." The fervor was so intense that La Sana's official website experienced a surge in traffic, with reports of "can't connect" and "server down?" further demonstrating Yoshida's immense popularity.

Yoshida himself announced the CM's release on his X (formerly Twitter) account, commenting, "We have various other projects planned, so please look forward to them!" This has fueled anticipation for future developments. Fans also praised the brand's planning ability, which "understands fan psychology," with comments like, "Whether it's Chill Out or La Sana, it's amazing how brands 'get it' and create dream characters for advertising, despite Yoshida not typically doing such things in his usual persona." This collaboration appears to be a special experience for fans, "sparkling both their hair and hearts."

The Context

M!LK is a popular Japanese boy group. Jinato Yoshida is one of its members, known for his charismatic presence. The term "oshi" (推し) is a Japanese term referring to one's favorite member of an idol group, often implying strong support and dedication. "Yoshida-oshi" therefore refers to Jinato Yoshida's dedicated fanbase. The immense fan reaction, including the website experiencing a "server down" due to high traffic, highlights the significant influence of popular idols in Japanese advertising and their ability to drive consumer engagement.

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