Daisuke Sakuma from Snow Man has been appointed as the brand ambassador for the hair care brand &be HAIR. To celebrate this milestone, a press conference was held on February 3 at the Nihonbashi Mitsui Hall in Tokyo.

&be HAIR is a hair care line from the lifestyle brand &be, which is produced by renowned makeup artist Yusuke Kawakita. At the press conference, both Sakuma and Kawakita appeared, and the new commercial for &be HAIR, titled "&be HAIR be your Color," featuring Sakuma, was shown.

When Sakuma appeared, he humorously fumbled while trying to introduce himself as the brand ambassador. He apologized and said, "Sorry, I messed up. I was surprised by how many people were here. Can I try again?" Afterward, he greeted the audience with, "I am Daisuke Sakuma, the brand ambassador for &be HAIR. Please take care of me!" Sakuma shared his excitement about the appointment, saying, "I was really happy when I was chosen. I think my pink hair is quite memorable, and maintaining the color is quite tough. I've always been cautious about damage and fading, so it's an honor to be able to work with &be HAIR to help with that."

Kawakita also presented Sakuma with a commemorative gift, which had his name on the packaging, and Sakuma joked, "My name is on this! Don't take it away!" Kabuki explained that Sakuma was chosen because of his distinctive pink hair and his ability to brighten up any room. Sakuma responded, "I’m happy to hear that. I enjoy everything I do, and I hope we can all share good vibes together."

Sakuma also expressed his confidence about the new CM, saying, "I think this is the coolest CM I've ever done. It's definitely one of the most stylish ones I've done, and I think many people will think, 'Sakuma’s opened a new door!'"

Kawakita praised Sakuma’s professionalism during the shoot, commenting, "Everyone on set was captivated. Sakuma was so dedicated to figuring out how to make the CM better. His poses were dynamic, and it was really inspiring."

When asked about Kawakita’s hair and makeup work, Sakuma said, "Usually, hairstyling involves a lot of products to hold everything in place, but with Kawakita's work, the texture itself looks great without much product. It’s like magic. You can really feel why he’s so well-known in the makeup world."

Sakuma, who uses &be HAIR products daily, shared his preferences, saying, "When I go to the drugstore, some people aren't sure what to buy. But with &be HAIR, it’s all in one. Depending on the vibe of the day’s work, I switch between different shampoos, like Take Down Shampoo and Stand Up Shampoo, to add volume or wetness."

The concept of &be HAIR is "Putting an end to the search for hair care," and when asked by the host what Sakuma wants to put an end to, he answered, "Falling asleep on the sofa." He explained, "I tend to fall asleep on the sofa all the time. I have a rescue cat named Tsuna, and sometimes we fall asleep together. In January alone, I probably slept on the sofa for 20 days. When I told the members, Abe (Ryohei) said, 'Why not just ditch the bed and make the sofa your bed? You don't need a bed anymore!'"

Finally, Sakuma shared, "As the brand ambassador, I’m going to do my best to promote &be HAIR. I truly believe in the quality of the product, and I want to spread the word about this wonderful brand. It’s a great brand that can really help end the search for the perfect hair care, and I’m excited to grow it together."

The new CM, "＆be HAIR be your Color," is now available on YouTube, and will also air on television starting February 10.