HAKU is a special brand of skin whitening products that focuses on the prevention of skin spots. HAKU's skin brightening serums, in particular, have been the No. 1 selling product in the skin brightening serum market for 19 consecutive years, and are used by a large number of customers. The 2024 SS communication for the skin brightening serum focuses more on science, with the key copy "Science for skin spot prevention, has no limits.” expressing HAKU's technological capabilities and stance. The visuals convey scientific beauty in an orderly world, used in TV commercials, technology films, store fixtures, posters, and digital advertisements.