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Gyaru being a phenomenom in Japan during the Heisei era has a enormous presence in commercial media as it has many products that relate to its fashion subculture. There are many products for gyaru and products endorsed by them such as those with noteraity (e.g. models), those within its subculture or companies with influence or whom relate to it, such as their magazines. These products can range from beauty products such as make-up, apparel, electronics, household items, toys or mascot merchandise, manga and even food.

Make-up and beauty accessories

Advertisement for cosmetic products, ranging from makeup to false eyelashes from non-gyaru-owned cosmetic companies to gyaru-created and owned cosmetic companies were plentiful during the Hesei era.

Tsubasa Masuwaka's cosmetic line of キャンディドール (kyandidōru) lit. 'candy doll' and false eyelash brand ドーリーウインク (dōrīuinku) lit. 'dolly wink' ^[1] are manufactured and sold by the Japanese company コージー本舗 (Koji Honpo Co. Limited.). Both of these brands still exist but with new packaging and a different target clientele. The cosmetic company メイコー化粧品 (Meiko cosmetics Incoroprated) also known by its license name 粧美堂 (SHOBIDO); best known for their false eyelash brand ダイヤモンドラッシュ (daiyamondorasshu) lit. 'diamond lash' released many commercials during the 2010s with many gyaru models from that time period, including Chinatsu Wakatsuki, ^[2] Natsumi Saito, ^[3] Satomi Yakuwa Maria Kurotaki) and Muto Shizuka). ^[4]

There are many advertisements for wigs from Japanese companies with endorsements by gyaru models.

There are three notable wig brands アクアドール (Akuadōru), ラブズウィッグ (Rabuzuuwiggu) and プリシラ (Purishira) (in English they are written as Aquadoll, LOVES WIG and Prisila). Aquadoll made a commercial featuring many gyaru models and actresses to promote their various wigs. ^[5] LOVES WIG made multiple commercials for wigs created with popteen model Kumiko Funayama's endorsement. ^[6] And Prisila made a commercial with the endorsement of popteen model Nana Suzuki for a smaller array of wigs such as clip-on bangs and clip-on extensions. ^[7] Prisila is also known for its taglines that have appeared in Japanese television and gyaru magazines as well, such as 'No wig, no life!'. ^[8]

Japanese hair-dye products also had gyaru-based ads during that time that now appear on YouTube. There are two notable hair-dye brands noted in the gyaru subculture: パルティー (Parutī) and ビューティーン (Byūtīn); in English, Palty and Beauteen. ^[9] Gyaru models, Tsubasa Masuwaka and Kumiko Funayama promoted Palty ^{[10] [11]} and Beauteen, ^[12] respectively. Tsubasa Masuwaka has even appeared in advertisements for its male hair-dye variant of Palty. ^[13] And South Korean Pop group KARA appeared in a 2011 commercial for the Palty brand with Tsubasa Masuwaka placing the dye on her hair while KARA sing their new song, ガールズビーアンビシャス (Gāruzubīanbishasu) lit. 'Girls be ambitious'. ^[14]

Electronics

The electronics market has many commercials and products that relate to the gyaru subculture. These products can range from cameras, mobile phones, applications, beauty tools or can be related to this market or within it; such as video-games.

During the movement's heyday, electronic hair tools and accessories were created for gyaru. Tsubasa Masuwaka endorsed the TsuyaGla Perfect portable hair straightener collection which was produced by the brand CJプライムショッピング (CJ puraimu shoppingu) lit. 'CJ Prime Shopping'. It is a hair straightener including accessories such as plastic covers to create curls with them to almost the same effect as a hair curl with a hair curler. They were produced in candy pink, midnight navy and virgin white. ^[15] CJ Prime shopping also made a professional version of the TsuyaGla Perfect hair straightener with the endorsement of Jun Komori as gyaru model. ^[16] This version being simply called: TsuyaGla Pro. The same Japanese company have also made a wave hair curling iron and regular curling iron with Kumiko Funayama as the endorser, this time the product is called TsuyaGla Wave and TsuyaGla Curl. ^[17]

The electronics company Panasonic produced in 2011 the Panasonic Lumix FX77, a camera praised for its use of face-altering functions such as adding makeup onto a photographed bare face. This was commercialized with the use of at the time gyaru model Yuka Obara; it was presented by the American news program CBS News on their YouTube channel. ^[18] Another Japanese electronic brand, Fujitsu, collaborated with both Kumiko Funayama and three brands from the Shibuya department store 109: Cecil McBee, COCO*LULU and Pinky Girls. ^[19] This mutual effort was made through the use of their mobile phones products from the line of NTT Docomo. ^{[20] [21]} In a competition for the Japanese music company, Avex Inc.; Kumiko Funayama won a special background for Japanese mobile phones with Sanrio and ミュゥモ (Myuumo), AVEX's digital music distribution company to create a specific Hello Kitty character that resembles Kumiko Funayama herself. ^{[22] [23] [24] [25]} Tsubasa Masuwaka participated in a Valentine's Day-related commercial for Universal Music Japan's streaming service or digital music distributing platform selling particular songs curated for Valentine's Day from Universal Music Japan.

In 2011 Yuka Obara made a commercial for an iOS 3 application called iinurepublic; ^[26] an application to recreate a pet dog as an avatar and chat with other dog owners. ^[27] A iOS 3 application from 2011 is no make-up application "The すっぴん。ギャル編" or "The スッピン。ギャル編 Suppin. Gyaru-hen" lit. 'The No make-up gyaru edition'. It is an application that does the inverse of most photography filters for selfies: it removes make-up instead of adding it. ^{[28] [29] [30] [31]} There is a kyabajō version as well. The Japanese company フリュー (Furyū), written FuRyu, that produces purikura machines collaborated with then popteen model Tsubasa Masuwaka for their new machine in 2011. ^[32] The corporation Heiwa which produces pachinko machines has also had collaborations with gyaru such as Muto Shizuka and Momoka Eri for making a kyabajō pachiko machine; called パチンコCRラブ嬢小悪魔 Pachinko CR rabu jō shōakuma. ^[33]

Even SEGA have enlisted gyaru to promote a product, a commercial for the 1999 video-game Seaman on the Dreamcast with gyaru discussing the product. ^[34] Another video-game company, Nintendo, have used three gyaru models from the magazine popteen, Kumiko Funayama, Jun Komori and Yui Kanno, to act in a commercial for the Nintendo DS game Threads of Destiny, which was produced by Alchemist and released in 2008. ^[35] The Japanese ad for the browser and mobile phone game Candy Crush Saga featured a gyaru from the gyaru circle Black diamond; who by promoting said game was wearing 3D decorated artificial nails that appeared as candy. ^{[36] [37] [38] [39]}

Naver corporation and Line corporation from their software application line of Line games being known as the free-to-play application Line Play featured gyaru models and singers, or characters from gyaru. ^[40] It is a social networking and avatar virtual community application that is not only used by gyaru but has gyaru influences within the game and commercial partnerships. The use of these would be through in-game gashapon machines through either in-game currency or by microtransactions where items of virtual furniture or clothes could be acquired by playing them. Those to note are from J-pop singers Ayumi Hamasaki and Koda Kumi; ^{[41] [42] [43] [44] [45] [46] [47] [48] [49]} model Kumiko Funayama, ^{[41] [50] [51] [52] [53] [54] [55]} Hikari Shiina ^{[56] [57] [58] [59] [60] [61] [62] [63]} and characters from the Sanrio or San-X line or the character Kumatan by Chinatsu Wakatsuki. ^{[64] [65] [66]}

Food and daily items

Household items and food are notable for having products cater or promoted by gyaru. These can range from apparel pieces, goods or food such as ice cream or snacks.

Japanese general merchandise and department store Ito-Yokado made an umbrella commercial with Tsubasa Masuwaka for their subsidiary company Seven & I Holdings. ^[67] Tsubasa Masuwaka endorsed Uniqlo's new puffer-jacket. ^[68] In 2019, a Japanese restaurant and café used the gyaru subculture to promote its location with the use of desserts that catered to the Heisei era demographic by having a parfait titled ganguro. ^{[69] [70]} Among the many magazine adverts were those for popteen magazine which had a partnership with the Japanese food company Ezaki Glico with their snack Pocky. These advertisements were called 'Deco-Pocky', and were sponsored by the magazine itself to promote Pocky but by either creating new desserts or decorating the Pockys themselves into gaudy snacks. ^[71] Pocky also made Japanese television commercials with Tsubasa Masuwaka. ^[72] The Japanese McDonald's company created an advertisement with Tsubasa Masuwaka for a marketing tie-in with Sanrio characters, being the Sugarbunnies. These were for a line of Happy Meal toys, that are hair accessories such as scunchies and plastic rings with their likeness. ^[73] Also collaborating with Tsubasa Masuwaka was the Japanese chewing-gum brand ストライド (sutoraido), lit. 'Stride' from the company Kraft Heinz. It made a commercial debuting their new flavor at the time. ^[74] The Japanese tea and coffee brand UCC Ueshima Coffee Co. made a commercial for their product 'Paradise Tropical Tea'. ^[75]

Manga

Manga had its fair share of commercials dedicated to gyaru subculture. Gals! had an ad on Japanese television during the Heisei era to bring new readers to the quarterly shoujo manga magazine Ribon, the publisher of Gals! at the time. ^[76] Tomy made multiple commercials created for and featuring characters from Gals! with the Gals! branding which were dedicated to electronic devices. ^[77] Also gyaru have also promoted manga or anime, such as when gyaru magazine koakuma ageha had a partnership with the manga Attack on Titan. ^[78]

Toys and mascot items

In 2021 a selection of gashapon were released to the market. They were made to resemble various folded origami paper cranes which are made by gyaru. Their poor appearance was noticed by the Japanese public. But these origami were made to have this appearance due to the artificial nails of the gyaru who made them. ^[79] To add to these gashapons variety and rarity of these gashapon is the fact that though the set is only five colored variations, they are all even the duplicates entirely different from each other because they are handmade. Each also comes with a philosophical question or phrase when collecting one of these gyaru hand-made origami cranes. ^[80] In 2022 gyaru magazine egg produced a series of capsule toys for both gyaru and collectors. The selection of these capsule toys range from six different magazine covers made into keychains, plastic pins with gyaru slang and new models from the magazine in metal pins with the added bonus of all of these variants having an added magazine logo as a sticker. ^[81] On September 14, 2022, Sanrio made a collection of 17 items based on kogyaru subculture. What is available are four mascots in keychains, accessory cases and hair clips. ^{[82] [83] [84] [85]} A collaborative commercial between Russia and Japan was made with a photoshoot with model Natsuko Matsumoto the Russian mascot Cheburashka. ^[86] The merchandise franchise mameshiba made a short that is now viewable by viz media featuring ganguros discussing between each-other until the mascot character mameshiba appears to give worldly triva. ^[87] The doll Jenny produced by the company Takara Tomy also had gyaru influence creating a entirely new doll to the Jenny line named Jessica with appropriate gyaru influenced clothes that are based on the substyle agejo but are named in the commercial as the style of hime gyaru. ^[88]

Other

Gyaru models for the magazine Ranzuki have also held an event in the department store Shibuya 109. The models were Natsumi Saito, Arisa Kamada and Rena Igo. ^[89] One such example of commercial marketing centering or entirely base on the premise of having gyarus to promote a brand's product, would be for a tampon commercial that happened in Tokyo were a hundred gyarus of either famous, who have notoriety in Japanese magazines or online through social networking services to simply gyaru enthusiast. They participated to display their approval for a brand of tampons by walking through Tokyo with fans that would have the tampon's brand name on it. ^{[90] [91]} The car dealership サコダ車輌 (Sakoda sharyō) or lit. 'Sakoda vehicles' made a commercial in 2020 using an actress with the appearance of a gyaru. ^[92] The Japanese car-licensing service 勝田車両センター (Katsuta sharyō) or lit. 'Katsuta vehicle center' also made an advertisement with a gyaru actress. ^[93]

References