Unilever Japan Customer Marketing K.K., the company behind the total beauty care brand LUX, has teamed up with Sanrio's popular character Kuromi for a giant outdoor advertisement covered in roughly 110,000 decorative stones, on display from Monday, July 6 through Sunday, July 12, 2026, at the storefront event space outside SHIBUYA109 Shibuya. The collaboration pairs LUX's brand message, "Shine Unstoppably," with Kuromi's own message, "Become whoever you want to be!", to cheer on anyone who wants to shine in their own way. Alongside the one-of-a-kind sparkling photo spot, the project also includes a behind-the-scenes time-lapse video and tie-in social media content, bringing a "shine unstoppably" experience to the streets of Shibuya.
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A Sparkling Kuromi Made from Roughly 110,000 Decorative Stones
Shibuya is getting one of the hottest new "sparkle spots" in town. Rendered entirely out of about 110,000 one-of-a-kind decorative stones is Sanrio's beloved character Kuromi. The ad is a labor of love, painstakingly assembled down to the smallest detail, created to mark the release of a LUX x Kuromi collaboration product line. The overwhelming sparkle of the decorative stones is designed to lift the spirits of anyone who simply looks at it.
The Idea Behind the Ad
LUX carried out a survey on self-expression and individuality. Among the women in their teens to sixties who responded, about 30% said they feel more people around them are valuing their own individuality and expressing themselves as they truly are. More than 70% also agreed with the idea that "it's okay to pursue what you like and who you want to be, rather than living by other people's standards," pointing to a growing desire to embrace one's own identity and act with confidence.
Against this backdrop, LUX, whose brand message is "Shine Unstoppably," has partnered with Kuromi, who shares a similar spirit with her own message, "Become whoever you want to be!" In the same survey, 64% of respondents said that seeing something sparkle and shine makes them feel more positive, which is part of why the two brands designed this giant outdoor ad as a place where visitors can recharge their confidence just by stopping by.
18,780 Minutes in the Making: A Behind-the-Scenes Time-Lapse
The giant outdoor ad was created by artisans who placed roughly 110,000 decorative stones by hand, one at a time. Stones of different colors and levels of shine were combined to capture Kuromi's iconic expression alongside LUX's elegant, glamorous world, finishing the piece as a single work of art.
During production, the team adjusted position and color balance down to the millimeter, paying close attention to angle and how light would catch each stone to bring out its sparkle. Up close, the finished ad is a mass of countless individual stones, but from a distance, Kuromi's image emerges dynamically — a one-of-a-kind giant decorative-stone ad whose sparkle changes depending on the viewing angle and time of day.
A behind-the-scenes movie released alongside the ad captures a time-lapse of Kuromi gradually taking shape across the giant billboard, showing off the artisans' skill and the painstaking process behind it: https://youtu.be/K2qAP9HVNzY
Kuromi's Comment
"Apparently, they packed this ad full of my kind of sparkle and paid attention to every last detail! I just hope everyone who sees it feels a little happier. It'd make me so happy if it turns into a spot where everyone can shine in their own way. Take lots of photos and have fun with it, okay?"
About Kuromi
Self-proclaimed rival of My Melody. Her signature look features a black hood and a pink skull motif. Her hobby is keeping a diary, and she's currently into romance novels. Favorite color: black. Favorite food: rakkyo (pickled shallots). Birthday: October 31.
Outdoor Ad Details
- Dates: Monday, July 6 – Sunday, July 12, 2026
- Location: Storefront event space, SHIBUYA109 Shibuya
Please be considerate of other visitors when stopping to view the ad.
Product Lineup
To mark the collaboration, LUX has released a lineup of 11 limited-design bottles, including tube treatments, hair milks, and hair oils, so everyone can pick the option that best matches their hair concerns and desired finish.
Release date: Monday, June 29, 2026 (rolling out at drugstores, online retailers, and other stores nationwide)
Purchase-and-Win Campaign
Starting Monday, June 29, 2026, LUX is running a campaign in which anyone who purchases eligible limited-design products above a set amount is guaranteed to win an original prize by lottery.
Campaign page: https://unilever-members.com/unilever/lp/lux_instore26
Prizes (enter with a receipt showing a qualifying purchase of eligible products):
- Prize A: Original cushion (100 winners) — requires a purchase of ¥1,500 (before tax) or more of eligible products
- Prize B: Mascot keychain (100 winners) — requires a purchase of ¥800 (before tax) or more of eligible products
- For all entrants: A random original Kuromi wallpaper as a bonus gift
Purchases that include any of the following Kuromi collaboration items double the winning odds: LUX Super Rich Shine Kuromi collaboration treatment, hair oil, or hair milk; and LUX Super Rich Crystal Kuromi collaboration products.
Eligible products: LUX x Kuromi collaboration items, LUX Super Rich Crystal, LUX Super Rich Shine, and LUX Bath Glow. Regular (non-Kuromi-collaboration) products are not eligible for this campaign.
How to enter:
- Register as a member of Unilever Members.
- Click "Apply via Web" on the campaign website, then photograph and upload a receipt (or invoice/receipt slip) showing a qualifying purchase.
- Fill in the required details on the web entry form (name, address, phone number, store name, etc.) to complete the entry.
