The concept of the shoot is pretty obvious. Número Tokyo is doing a spread with Ayu that has her in natural makeup and simple/feminine outfits, and this is part of it. They mention seeing "the real face of Ayumi Hamasaki" and the spread is even titled something like "All of Ayumi Hamasaki". To link to the teaser image again...
I will say that it seems like she's done this sort of shoot at least once a year, but this one is the most natural of all of them.