#Japan #Tokyo #Hair Care #Kao #Essential Premium

Introducing 'Essential Premium': A New Era for Damaged Hair

On July 7, 2025, Kao Corporation's hair care brand, Essential, will launch a new advertising campaign featuring its latest series specifically designed for severely damaged hair. The ad, titled 'Melting Magic for Damaged Hair', will captivate audiences nationwide, showcasing the transformative power of the Essential Premium line.

The New Premium Series

The Essential Premium series is formulated for those struggling with hair that has suffered damage from repeated hair coloring, bleaching, and the harsh effects of heat styling tools like irons and dryers. The lineup includes:

• - Essential Premium Barrier Shampoo & Conditioner Sparkle Moist
• - Essential Premium Melting Hair Mask

These products will be available for purchase starting July 12, 2025. Additionally, they will introduce two new leave-in treatments, Uluri Jelly Milk and Uluri Shining Oil, designed to meet the demands of younger customers looking for improved hair quality and finish.

The New TV Commercial – 'Melting Magic for Damaged Hair'

In this engaging commercial, we follow a girl struggling with her damaged hair. One day, she is prompted by her reflection in the mirror and touches the shampoo, which transports her into a vibrant, CGI world created by Essential—a realm brimming with happiness. Among the whimsical, colorful landscapes, floating, magical yellow orbs glide through the air. When these orbs come into contact with her hair, they wrap each damaged strand in nourishment, leaving it sleek and manageable.

As she emerges back into the real world with beautiful, flowing hair, she radiates confidence and joy, ready to tackle any challenge. This uplifting narrative is portrayed through stunning CGI visuals that evoke a sense of lightness and positivity, reflecting the core values of the Essential brand.

Commercial Overview:

• - Title: Essential Premium 'Melting Magic for Damaged Hair'
• - Launch Date: July 7, 2025
• - Broadcast Area: Nationwide TV Commercial
• - Watch the 30-second CM here: Watch Now

Digital Advertising Campaign

To further promote the new series, Essential will also roll out digital advertisements starting July 7, featuring textures that evoke the feel of 'melting, plump, and jewel-like moisture'. The campaign will include three limited-time ads focusing on:
1. '#ShampooThatMeltsInSeconds' – Watch Here
2. '#WaterInfusionJellyMilk' – Watch Here
3. '#WaterGlowHairOil' – Watch Here

With these innovative products and imaginative advertising efforts, Essential Premium aims to inspire individuals with damaged hair to embrace their beauty and feel confident in their hair journey. Get ready for a magical transformation with Essential Premium!