Hot Pepper Beauty, Japan’s largest beauty service booking platform, has collaborated with the hit anime Attack on Titan for a truly unique marketing campaign that gives some of the series’ most popular characters hair makeovers.

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Anime-Inspired Style

The campaign, titled “jinrui yo, kamigata wa jiyūda” (Humanity, your hairstyle is free), is centered around hairstyles embodying self-expression. 

The ads introduce new illustrations of Eren Yeager, Mikasa Ackerman, Armin Arlet and Levi Ackerman from Hajime Isayama’s manga and anime franchise.  

The characters, like many other anime icons, have very distinct hairstyles that make them easily identifiable and memorable. The campaign plays with that by giving each of them new looks that are still true to their personalities, but a bit more elevated. 

Each of the advertisements is complete with explicit style descriptions so that fans who are also looking to get a new hairdo know what to ask their hairdressers for the next time they go to the salon.

© Hajime Isayama / Kodansha / Attack on Titan: The Final Season Production Committee | Images via Hot Pepper Beauty Magazine (Model Photo: Ken Sasaki)

Eren Yeager

Eren sports a half-up medium-layered cut. Hot Pepper Beauty recommends this style for people who want texture without sacrificing length. Cutting layers around the face and pinning it in a half-up style gives a lighter appearance, an androgynous look with a mix of feminine and masculine edge. 

© Hajime Isayama / Kodansha / Attack on Titan: The Final Season Production Committee | Images via Hot Pepper Beauty Magazine (Model Photo: Ken Sasaki)

Mikasa Ackerman

While Mikasa decided to cut her long hair back in the first season of the anime for battle practicality, Hot Pepper Beauty’s campaign attempts to show a cut that Mikasa would’ve chosen out of personal style.

Mikasa has a trendy “wolf cut” with face-framing permed layers. Recently spiking in popularity via social media and celebrity appearances, Vogue describes the wolf cut as “a modern mash-up of the ’70s shag and ’80s mullet… with plenty of choppy, textural layers that add movement, volume, and that lived-in cool.”

© Hajime Isayama / Kodansha / Attack on Titan: The Final Season Production Committee | Images via Hot Pepper Beauty Magazine (Model Photo: Ken Sasaki)

Armin Arlet

Armin underwent a major transformation throughout the seasons of the show, starting as just a kid with his signature bowl cut.

Now as a central leader growing into adulthood, Armin has a “short mash” cut with beige dye. The mash cut takes inspiration from mushrooms, with the bangs, nape and side length all roughly the same length. It’s a more mature and stylish iteration of Armin’s cadet style. 

For the color, the hair is bleached and lightened to 13-16 tones, and then colored with a mix of cool, milky beige and dusky pink for a more subdued shade compared to Armin’s natural yellow-leaning blonde.

© Hajime Isayama / Kodansha / Attack on Titan: The Final Season Production Committee | Images via Hot Pepper Beauty Magazine (Model Photo: Ken Sasaki)

Levi Ackerman

Levi continues his routine trim with a center-parted short cut. Levi has remained relatively consistent with this look through the whole series, but mirroring his strict personality and demand for perfection, this cut is a sharpened update.

This hairstyle features a gradient cut, with weight and volume concentrated above the ears. The sides can either be shaved to match Levi or left as is for a more feminine touch. 

Where To See This Campaign

The campaign was produced by One Media with character illustrations by MAPPA, the animation studio that took over for Attack on Titan’s fourth season. 

The Hot Pepper Beauty campaign includes a nationwide television commercial and advertisements at train stations throughout the Tokyo and Osaka metropolitan areas. Major display locations include the Tokyo Metro Ikebukuro Station concourse near the Sunshine 60 exit, The JR East Akihabara Station concourse and Tokyo Metro Meiji Jingumae Harajuku Station. 

 

Fans can also enjoy special “voice dramas,” short auditory companions to match the character visuals. There are four respective short dramas, available to listen on Spotify and the campaign X account.

The campaign illustrations are also available as printables through Lawson’s print service until March 16.  

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Updated On March 19, 2026