XG joins Shiseido’s ANESSA as brand muse, drops new campaign song 'Is This Love'

Global Hip-hop/R&B girl group XG has been named the latest brand muse for ANESSA, the popular suncare brand from Shiseido. As part of this collaboration, XG will star in two new commercials and a special brand film titled "Free to Shine", promoting ANESSA’s Perfect UV Skincare Gel NA and Perfect UV Skincare Milk NA.

XG joins Shiseido’s ANESSA as brand muse, drops new campaign song ‘Is This Love’

New Campaign Featuring XG Drops Today

The brand film and commercials will be released today, February 28, with TV broadcasts set to begin on April 1. The campaign highlights XG enjoying the sun with ANESSA’s lightweight, hydrating sunscreen, emphasizing the brand’s philosophy: "Free to Shine".

Adding to the excitement, XG’s track "Is This Love" has been selected as the official ANESSA Global Campaign Song. Originally featured in their second mini-album AWE—which earned them a spot on the Billboard 200—the song will be re-released as a digital single on March 7.

Exclusive A Cappella and Dance-Focused Commercials

The commercials will showcase a special a cappella version of "IS THIS LOVE", alongside a vibrant dance sequence. XG members will appear in sunlit, refreshing outfits, performing against a bright blue sky—perfectly aligning with ANESSA’s mission to let people shine freely under the sun.

XG’s Growing Global Presence

XG is currently on their first world tour, "XG 1st WORLD TOUR 'The first HOWL'", with upcoming concerts in Fukuoka (March 8-9), Osaka (March 15-16), and various cities in China (Hangzhou, Shanghai, Beijing, Chengdu) in March. Their tour will also take them to Latin America, including São Paulo and Mexico City, in April.

In a major milestone, XG will headline the tour finale at Tokyo Dome, and in April, they will perform at the Coachella Valley Music and Arts Festival 2025, becoming the only Japanese artist on this year’s lineup.

Also Read: XG announces Tokyo Dome debut as grand finale of World Tour on May 14