Hokuto Matsumura appointed as new ambassador for LAVONS

Hokuto Matsumura, a member of the group SixTONES, has been appointed as the new brand ambassador for the premium home care brand LAVONS.

A new promotional campaign titled ‘LAVONS Days’ is set to launch, featuring a commercial titled ‘LAVONS Days Begins’ which will be broadcast nationwide in Japan starting October 1, 2026. The campaign aims to present a lifestyle where fragrance accompanies everyday moments, such as spending time with friends or enjoying music.

The commercial depicts Matsumura in various daily scenarios, including waking up in a quiet room, interacting with friends at a restaurant and a live music venue, and walking through the city at dawn. During the shoot, the director reportedly praised Matsumura for capturing the intended atmosphere from the very first take.