Hada Labo Taps MEOVV's ANNA as First APAC Skincare Ambassador

Japanese skincare brand Hada Labo has named ANNA Tanaka, a Japanese member of Gen Z girl group MEOVV, as its newest Asia-Pacific ambassador, launching an accompanying advertising campaign across the region.

Campaign Built Around a "Just Right" Philosophy

Hada Labo selected ANNA because her personal image aligns with the brand's core "just right" philosophy, which focuses on giving different skin types exactly what they need without excess. The brand describes her as "unassuming yet radiant, natural yet captivating."

The campaign runs across multiple content formats. These include teaser content showcasing ANNA's hydrated skin, a music-video-style commercial, and behind-the-scenes footage. A "24 hours, eight times speed" concept video shows ANNA moving through different looks, from student to evening wear, while maintaining consistent skin luminosity throughout.

The campaign also introduces a cat character tied directly to MEOVV's group identity, extending the brand's visual presence within an existing fan community.

ANNA commented on the appointment: "I'm really happy to become Hada Labo's APAC ambassador. This is not only my first skincare endorsement, but also a brand I've always trusted!" She added that her MEOVV teammates encouraged her before filming and that she has introduced them to Hada Labo masks, including hosting a group mask night in their dorm.

First-Ever Skincare Endorsement in a High-Growth Market

The appointment marks ANNA's first skincare endorsement, a detail Hada Labo has incorporated into its campaign narrative. For Gen Z audiences, who actively research ambassador histories, a "first brand" association carries strong credibility.

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Mission MediaMission Media

The move comes as Southeast Asia's social media marketing spend is projected to exceed US$4.4 billion by 2025, with influencer marketing growing at over 10% annually. Behavioral data from the region reinforces the investment case: 90% of TikTok users in Southeast Asia act on beauty-sponsored content, and 82% of shoppers make purchases based on influencer recommendations.

Additionally, 60% of consumers in the region follow influencers for lifestyle inspiration, and over 50% do so for product recommendations. These figures help explain why Hada Labo's campaign prioritizes ANNA's personal narrative over clinical product claims.

Competitive Landscape Rewards Cultural Fit Over Media Spend

The APAC skincare market is increasingly rewarding brands that build cultural relevance rather than simply outspending competitors. Wardah ranked as the top beauty brand in Southeast Asia for 2025 for the second consecutive year, outperforming global names including Vaseline, Dove, Nivea, and Olay across Indonesia, Thailand, the Philippines, Malaysia, Vietnam, and Singapore.

Vaseline ranked third in the region with an 87% purchase intent score, illustrating that even well-established brands must compete on emotional connection and customer advocacy, not just product recognition.

ANNA's Expanding Commercial Profile

ANNA's Hada Labo appointment follows her naming as Chloé's global brand ambassador in October 2025, where she debuted in the luxury house's Paddington bag campaign. Her simultaneous positioning across a mass-market skincare brand and a global luxury fashion house confirms her cross-category commercial reach.

The Hada Labo campaign is reported to represent a new chapter in the brand's Asia-Pacific expansion, with the multi-format content rollout designed to sustain audience engagement across multiple platforms simultaneously.