Rihito Itagaki to star in new Arouge skincare commercials

Zenyaku Kogyo Co., Ltd. has announced that actor Rihito Itagaki will serve as the new image character for Arouge, a skincare brand designed for sensitive skin. The brand's new television commercial, titled ‘Sensitive Skin Troubles,’ is scheduled to begin broadcasting nationwide in Japan on October 1, 2026.

The commercial utilizes a chess motif to visually represent the concept of proactive sensitive skin care. Skin issues such as redness and flakiness are depicted as chess pieces on a board. Itagaki is shown engaging with these issues by making strategic moves, using Arouge products to change the course of the game. This metaphor is intended to illustrate the brand's philosophy of addressing the roots of skin troubles rather than merely reacting to them.

In an interview, Itagaki noted that the production involved a stylish and rhythmic atmosphere. He shared that while he typically struggles with procrastination, the theme of ‘taking the initiative’ through chess resonated with him. The brand selected Itagaki due to his presence and ability to express individuality, aiming to present a fresh perspective on beauty and skin care.