Actress Erika Sawajiri has stepped into the spotlight once again as she celebrates her 39th birthday on April 8, 2025. The star, known for her captivating performances, has been appointed as the image model for the new color contact lens brand, Kaica. This announcement has garnered significant attention, especially as it coincides with her special day.
In a recent statement, Sawajiri expressed her excitement about the new role, emphasizing the brand's concept of embracing a natural look. "I was conscious of shooting in a natural state because the concept was natural," she commented, highlighting her commitment to authenticity in her image.
The launch of Kaica is marked by the release of an image video titled "Kaica, a Color Contact for Adults, is Born". The video, which showcases Sawajiri in various relaxed poses—sitting, lying down, and walking around—will be made available to the public on her birthday. The visuals capture a serene atmosphere, with sunlight filtering through a space adorned with white boxes, creating a dreamlike quality that resonates with the brand’s ethos.
As Sawajiri embarks on this new chapter, she reflects on her aspirations. "I have many things I want to 'bloom' and dreams that extend from my hobbies," she stated. This sentiment echoes her recent return to the stage, where she made a significant impact in her debut performance in the play A Streetcar Named Desire back in February 2024. In that production, she showcased her acting prowess with striking blonde hair, a stark contrast to her current look characterized by a black bob and minimal makeup.
The actress's transformation has not gone unnoticed on social media, where fans have taken to platforms like X (formerly Twitter) to express their admiration. Comments such as "Erika Sawajiri is truly charming" and "Too beautiful" flooded in, with many surprised at her youthful appearance at 39. One user remarked, "39 years old? You've become an adult," indicating the impact of her enduring appeal.
In conjunction with the launch of Kaica, Aiseye Co., Ltd., the brand's parent company, has initiated a reservation sale starting at noon on April 8, 2025, with general sales set to commence on April 14, 2025. The company aims to empower women to embrace their individuality and confidence at any age, aligning perfectly with Sawajiri's vision for the brand.
The concept of Kaica is encapsulated in its tagline, "Blooming, a New Me," which reflects the brand's commitment to helping women express their true selves. The lenses are designed to eliminate the artificial look often associated with color contacts, allowing for a seamless blend with the wearer's natural eye color. This innovative approach is part of a broader trend where color contact lenses have become an integral part of makeup and fashion, particularly among younger generations.
Among the product offerings are the Aurora Veil lenses, which promise to enhance the wearer's natural beauty without appearing overly artificial. This is a significant shift in the industry, aiming to provide a more natural aesthetic for users. The lens lineup includes options like Suketohana Veil, Awahana Nude, Hajikeru Chocolat, Tsukishiro Beige, Yuhanabrown, and Yuublack, catering to a variety of preferences and styles.
To celebrate the launch, Aiseye Co., Ltd. is running promotional campaigns, including a special offer where customers can receive one box free with the purchase of three boxes. Additionally, a lottery will be held on the official Kaica X account, offering 1,000 participants a chance to win an Amazon gift card worth 500 yen. Furthermore, a select group of participants who share the hashtag #KaicaColorContactsForAdults will have the opportunity to win all six colors of the Kaica lenses.
In-store promotions are also underway, with a novelty campaign where customers purchasing two or more boxes can receive an exclusive Evacolor mini eco bag while supplies last. These initiatives aim to engage customers and encourage them to explore the new brand's offerings.
As Sawajiri embraces her 39th year, she is not only focused on her career but also on her personal well-being. "This year, I want to pay attention to my health and enjoy the four seasons," she shared, indicating her desire to make the most of her final year in her 30s.
Aiseye Co., Ltd., established in 2004, has a history of promoting safe contact lens use and has recently celebrated its 20th anniversary. The company is dedicated to developing products that enhance the everyday lives of its customers while also engaging in social contributions, such as the 'Nico Project' aimed at supporting young caregivers.
With the launch of Kaica, Sawajiri and Aiseye Co., Ltd. are poised to make a significant impact in the beauty industry, encouraging women everywhere to embrace their uniqueness and bloom into their best selves.
