Japanese cosmetics giant Utena recently found itself in hot water over its newest promotional video for the Utena Moisture skincare range. Dubbed “Moisture Warrior,” the clip was crafted entirely through AI technology and adopted an aesthetic reminiscent of Naoko Takeuchi’s iconic Sailor Moon. Following widespread criticism concerning its production methods and alleged unauthorized use of the Sailor Moon intellectual property, the advertisement has been promptly removed from the brand’s official YouTube channel, with all physical advertisements—particularly those displayed in transportation hubs prior to the ad’s public launch—currently being dismantled.
In its formal apology, Utena addressed the public’s concerns about the commercial’s reliance on generative AI. Although it refrained from explicitly mentioning Sailor Moon, the corporation conceded that the advertisement “failed to adequately appreciate the creative and cultural significance of established works.” After extending apologies for any distress caused, Utena confirmed it would withdraw the video from its YouTube platform and eliminate all associated transit advertisements.
Despite Utena’s claim that the advertisement underwent “multiple legal reviews” prior to its release, the company has once more engaged legal advisors to ensure that the video—and all forthcoming ads—comply with applicable regulations.
Reactions to the apology have been largely unfavorable, with several critics condemning Utena’s advertising team for the ill-advised campaign. Given the advertisement’s striking resemblance to Sailor Moon, many are questioning whether the corporation should have pursued an official partnership instead of employing generative AI (the alluring style of the ad had led numerous viewers to believe such a collaboration was underway). Additional commentary from fans and consumers raised concerns about the brand’s strategic direction, suggesting that this incident could tarnish Utena’s legacy as one of Japan’s oldest cosmetic companies, with roots dating back to 1923.
Mido