Essential's New Ad Features Celebrities Promoting Gorgeous Hair for the Brand's 50th Anniversary

Hair Care Brand Essential Unveils Star-Studded New Commercial

On April 13, 2026, Kao Corporation's hair care brand, Essential, will debut its latest commercial titled "Gorgeous and Shiny! Essential! (LOVE Machine)" featuring a lineup of popular figures, including Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA from NiziU. This year marks the 50th anniversary of the Essential brand, which has been evolving its offerings to meet the desires of consumers from the "angelic ring" era to the present-day Z-generation's pursuit of glossy hair.

The brand's new tagline, "Gorgeous and Shiny! Essential!" embodies the essence of the four young women chosen to represent the brand. They are well-loved by their peers and embody the vibrant, shiny hair that Essential promotes. The commercial captures a delightful moment where these four friends sing joyfully at a car stereo during a drive, showcasing the peak of happiness and togetherness.

The choice of the catchy upbeat song "LOVE Machine" by Morning Musume adds to the atmosphere of joy and positivity. The ad visually manifests the playful spirit of the brand through the four ladies singing, laughing, and enjoying each other's company, emphasizing the forward-thinking and carefree charm of Essential. One of the notable scenes to look out for features the sudden gust of wind, causing their luxurious hair to dance in unison as they shout the brand's slogan, while an exuberant Mayu Yokota leads with the phrase, “It’s so gorgeous!” followed by enthusiastic harmonies from Hata, Kumada, and RIMA.

Overview of the Commercial

- Title: Gorgeous and Shiny! Essential! (LOVE Machine)
- Release Date: April 13, 2026
- Watch the Commercial: YouTube Video

Behind-the-Scenes Footage

The making-of footage reveals the cheerful atmosphere as the four celebrities, dressed in pastel spring colors, showcase their flowing, shiny straight hair. They appear animated, striking poses to mimic the wind blowing through their hair. Their camaraderie is palpable as they share laughs, and some endearing clumsiness, suggesting a genuine bond rather than mere acquaintances. The authenticity of their friendship shines, resembling a fun road trip with close friends, capturing that happy and natural essence throughout the shoot.

In one heartwarming interview segment, when asked about the filming process, RIMA shared her excitement about collaborating with the cast: "I was really happy to work with everyone here for the first time through Essential, and it felt great getting to know each other better while having fun during the drive." Mei Hata also chimed in, reflecting on the joy of teamwork, “I still can't believe we actually sang acapella! It was like karaoke.” Kumada added her delight, saying, “Shooting felt just like having fun together.”

Emphasizing Happiness

Interviews with the stars revealed their thoughts on those “happy” moments while filming. Mayu pointed out how wonderful everyone's shiny hair looked during the monitor check, sharing, "It felt so uplifting when I saw how stunning our hair was flowing.” Hata expressed her nostalgia, reminiscing about her childhood memories tied to Essential products that brought her joy when she shared the news of her commercial role with her mom. Each of them shared personal experiences and the happiness they associate with the brand's legacy.

As Essential celebrates half a century, it remains a staple within households, also sparking nostalgia and beloved memories for each of the commercial’s stars.

Product Feature: Essential Hair Care Products

Essential offers various hair care products, including the Essential Premium Barrier Shampoo and Conditioner, which are celebrated for their ability to restore shine and manageability. The brand's commitment to nurturing beautiful hair shines through its innovative formulas incorporating natural oils and advanced technology.

For more delightful moments and updates regarding Essential, viewers can explore the official social profiles:

With Essential, looking gorgeous never goes out of style, bringing a radiant glow to the hair care industry as it heads into a new era with fresh energies and promising innovations.