AQUALABEL, a skincare brand developed by Shiseido Co., Ltd., will release "AQUALABEL Special Gel Cream EX (Golden Repair)" on Monday, September 21, 2026. It has also announced the release of a new TV commercial, "Cream Serum" (15 seconds), starring Anne.
This is the latest renewal of the Special Gel Cream, which was first released in 2012. The company states that it has ranked No. 1 for 13 consecutive years in the brand ranking of the Intage SRI, SRI+ all-in-one cream market (January 2013 to December 2025, estimated sales value).
A Larger "Retinol Oil in Capsule," Newly Blended with Two Ingredients
The core of the renewal is the adoption of the proprietary emulsification technology "Lipid Shell Emulsification." According to the company, the capsules have become larger in both appearance and feel, and when the gel is spread, they burst on the skin so that retinol oil (retinyl acetate; moisturizing, smooths skin) is designed to penetrate to the stratum corneum.
Two newly added ingredients are Amino Acid GL (D-aspartic acid, glycerin / firmness, moisturizing) and Peptide GL (palmitoyl tripeptide-1, palmitoyl tetrapeptide-7, glycerin / moisturizing). The product also contains Collagen GL (water-soluble collagen, glycerin / moisturizing), W Hyaluronic Acid (sodium acetylated hyaluronate, sodium hyaluronate / moisturizing), and Penetrating Beauty Amino Acids (D-glutamic acid, DL-alanine, DL-methionine / moisture retention).
A 5-in-1 Gel Cream: After Cleansing, Simply Blend It In
The product features are described as "Anti-aging care multifunctional gel cream" (anti-aging care means care suited to one's age), and it advertises five functions in one: toner, emulsion, serum, cream, and mask. The company states that its effect of making small dryness-related fine lines less noticeable has been evaluated in efficacy tests. It is alcohol (ethanol)-free and has a herbal rose scent. It has been allergy tested, but this does not mean that no one will have an allergic reaction.
To use, after cleansing in the morning and evening, take an appropriate amount on your fingertips and blend it over the entire face. The guide amount is the size of one almond (about 1.5 g). When you want to add plenty of moisture, you can also use it as a mask by spreading a small amount over the entire face, leaving it for about 3 minutes, and then lightly blending it in.
For the eye and mouth areas, the brand recommends "iron application." For the eyes, stretch the outer corner of the eye with one hand and blend in a zigzag up and down with the pad of the middle finger of the other hand. For the mouth area, use the pads of the middle and ring fingers of both hands and blend diagonally upward.
New TV Commercial and Web CM Starring Anne; Leaning Her Body Back on Set to Express Weightlessness
The new TV commercial "Cream Serum" begins with Anne picking up the product in front of a mirror and saying, "Beyond all-in-one." As the cream blends into the skin, the scene draws her into a space of smooth, golden cream serum. The company says it proposes a special care time like a "treat esthetic salon session" to women with busy daily lives. For the shoot, Anne actually leaned her body back to express a feeling of floating.
The Web CM "The Secret of Cream Serum" will be streamed from Monday, September 21. Set in a refined laboratory space, it shows Anne explaining the product's functions. The way the Retinol Oil in Capsule bursts and blends into the skin is introduced through a relationship diagram and CG animation.
AQUALABEL Special Gel Cream EX: Price, Release Date, and Where to Buy
- Product name: AQUALABEL Special Gel Cream EX (Golden Repair)
- Size: Main unit 90 g / Refill 81 g
- Price: Open price
- Release date: Monday, September 21, 2026
"AQUALABEL" is a skincare brand developed by Shiseido. Anne serves as the brand's muse.
Image: courtesy of Shiseido Co., Ltd.
