JapanConsumer goods2026Utena
AI-generated Moisture skincare advertising
Utena withdrew AI-generated skincare advertising after complaints about similarities to an existing anime
Problem
Utena used an animated campaign to promote its Moisture skincare products. The campaign appeared in transport advertising and an online promotional video.
Approach
Transport advertisements began on April 27, 2026, followed by the promotional video on May 1. Viewers complained about AI use and similarities to existing animation; ITmedia reported comparisons with Sailor Moon. On May 6, Utena announced deletion of the video and related social posts and removal of the transport advertisements. It said outside specialists had checked the campaign before publication, but acknowledged insufficient consideration for existing works and their fans and promised a broader review process.
Results
No published figures
Takeaway
Utena's legal checks did not resolve the audience's concerns about imitation. Its response expanded the review criteria to include how viewers would receive the creative work.
Categories
- Size
- Small business
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
Utena gave the campaign dates and announced removal of its video, social posts and transport advertisements. It acknowledged concerns about similarities to existing works and described prior legal checks and planned changes to review procedures.
The report connected the complaints to the Moisture product campaign and comparisons with Sailor Moon. It covered Utena's apology and withdrawal announcement.
Full details are in the original sources.
