Major Japanese cosmetics brand Utena recently faced backlash for its latest commercial featuring the Utena Moisture line of skin products. Titled “Moisture Warrior,” the video was created entirely using AI and features an art style similar to Naoko Takeuchi’s Sailor Moon. Following backlash regarding its creation and misappropriation of the Sailor Moon IP, the video has since been taken down from the company’s YouTube channel and all physical ads related to it (specifically those in transit stations that were placed before the ad went live) are in the process of being removed.
The official apology acknowledges the comments regarding the commercial’s use of generative AI. While it does not mention Sailor Moon by name, the company remarked that the ad “lacked understanding of the creativity and cultural background of existing works.” After apologizing for any discomfort and concern that the ad may have been caused, Utena said it will be removing the video from their YouTube channel and taking down any related transit ads.
Though Utena says that the ad underwent “multiple legal reviews” before being posted, the company is once again seeking counsel to make sure the video, as well as all future advertisements, do not break any laws.
Comments on the apology post have been mostly negative, with some openly criticizing the risky move by Utena’s advertising department. Given the ad’s similarities to Sailor Moon, some are wondering if the company should have forwent the generative AI route in favor of an official collaboration (the suggestive style of the ad led many to believe this was the case). Other fans and consumers expressed concern for the company’s overall direction, saying it could negatively impact Utena’s reputation as one of Japan’s oldest cosmetics brands, going as far back as 1923.
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