SixTONES Member Juri Tanaka Named New SABON Brand Ambassador, Sparking Massive Online Buzz

Natural cosmetics brand SABON has announced Juri Tanaka, a member of the popular idol group SixTONES, as its new brand ambassador, sending excitement across social media. The newly released commercial revolves around the themes "ON with fragrance" and "OFF with SABON," showcasing the charming contrast between Tanaka's professional ON persona and relaxed OFF time. At the launch event, he captured the attention of fans and media alike with an unusual mid-event wardrobe change and his trademark humorous talk.

Tanaka is well known among fans for being particularly attentive to scents, leading to an outpouring of supportive comments online such as "Juri Tanaka and great scents—what an incredible combination!" On X (formerly Twitter), related terms alongside the hashtag "#田中樹とSABONしよ" (#Let'sDoSABONWithJuri) rapidly trended. The announcement has energized both long-time fans who already use SABON's body scrubs and shower oils, as well as shoppers eager to visit stores and buy SABON products, building strong anticipation for upcoming campaigns and pop-up displays.

The Context

SABON is an Israel-founded bath and body care brand renowned internationally—and especially in Japan—for its luxurious scrubs, rich shower oils, and memorable fragrances. SixTONES is a top-tier Japanese boy band formed under Johnny & Associates (now STARTO ENTERTAINMENT) that debuted in 2020 and regularly tops the music charts. Juri Tanaka serves as the group's main rapper and key MC, widely recognized for his charismatic personality, sense of style, and enthusiastic appreciation for fine fragrances, making this partnership a natural fit that resonates deeply with J-pop fans and beauty enthusiasts alike.

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