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Kao's Essential Launches New Web Commercial featuring ROIROM

On July 23, 2025, Kao Corporation's hair care brand, Essential, will unveil its latest web commercial featuring the highly popular Gen Z duo, ROIROM. The ad celebrates the launch of the new product line, Essential Premium, tailored specifically for high-damage hair, which includes the Sparkle Moist Shampoo and Conditioner, as well as the Toronama Hair Mask.

About the Commercial

This new installment comes just after the success of ROIROM's debut in the Essential Premium Water Treatment commercial released in June. With the group's members Daiki Honda and Michiki Hamakawa featured, the new commercial presents an empowering narrative. It aims to encourage viewers to embrace their hair challenges by using Essential Premium products designed to tackle the damages caused by frequent coloring, bleaching, and heat styling.

The highlight of the commercial is a spectacular synchronised dance performance by the duo, showcasing not just their talent but also the beautiful flow of their hair—emphasizing the transformative effects of the new hair care line. {

The Stars of ROIROM

ROIROM, a unit formed by Honda and Hamakawa, gained massive attention during a trending audition show, quickly becoming a sensation. Their presence in the commercial marks not only a fresh start for Essential but also a new chapter for ROIROM as they officially debut as a duo in the entertainment scene. The commercial promises to be a visual treat, encapsulating the vibrant energy of both the brand and its featured stars.

Essential plans to share the new commercial across its official social media platforms including X (formerly Twitter), Instagram, and TikTok. Accompanying the commercial, viewers can partake in a unique dance challenge inspired by different themes related to the new product line, reflecting the textures and appeal of the new hair care items. These challenges will be designed to demonstrate the lightness and beauty of hair when using Essential products, encouraging creativity among fans and followers.

Making-of the Commercial

In the behind-the-scenes footage, ROIROM is seen in vibrant yellow outfits that embody the essence of the Essential brand. The delightful chemistry between the members is palpable, with moments of laughter interrupting their moments of concentration. The making-of video showcases not just their solo performances but also their teamwork as they nail their dance routines together. Up close shots of the duo reveal their mature expressions and show how they've grown as performers. The crew's admiration for their talent is echoed in audible expressions of approval during filming.

Dance Challenge and Special Interviews

In addition to the main commercial, Essential is set to release dance challenge videos where ROIROM will showcase original choreography designed to embody their new line’s core themes. With playful and charming elements combined, these dance routines will allow fans to witness the variety of styles ROIROM can offer.

Furthermore, insightful interviews with both members reveal their reflections on the commercial shoot, favorite moments, and their thoughts on the new Essential products. Honda mentioned, “It’s only our second time doing a CM for Essential, so I felt more relaxed this time around.” Hamakawa added, “We hope to show a different side of ROIROM through this new CM.”

The Essential Premium Line

The Essential Premium lineup is formulated to specifically address high damage hair. The Sparkle Moist Shampoo and Conditioner boast enriching ingredients such as water pearl protein for moisture and a blend of various oils to repair. The line also includes the Toronama Hair Mask, which is designed to deeply nourish hair, providing lasting softness and health even after styling damage.

Each product reflects a commitment to care for hair while allowing users to freely express themselves through color and style without fear of damage. The fresh fragrance of white peach and musk adds a touch of luxury to these hair care rituals.

With the exciting release of the new web commercial and dance challenge, Essential aims to connect with a younger audience, encouraging them to embrace their unique hair needs and join the fun. Keep an eye on Essential’s social media channels for all the latest updates and behind-the-scenes glimpses from this innovative campaign.

For more details, visit the official Essential website at Kao's Essential.