Kao's Essential Celebrates 50 Years with New Ad Featuring Celebrities
In a vibrant celebration of its 50-year legacy in the hair care industry, Kao's Essential brand is launching a new ad campaign titled "Sura Tsuyasugiru! Essential! (Everyday, Hairband)". The new campaign is set to go live on September 10, 2026, featuring a host of social media promotional activities and a reimagined basic product line. The campaign reflects the journey Essential has embarked upon, beginning from the days when cuticle care was at the forefront of hair fashion to catering to the Gen Z preference for sleek, shiny hair.
The ad showcases four talented women: Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA from NiziU. Turning up the excitement, comedian Eiko Kano makes a special appearance, further enhancing the campaign’s fun and youthful, carefree vibe. The lively theme is accentuated by the catchy tune, "Everyday, Hairband" by AKB48, creating an engaging atmosphere that visually represents the ideal of light, shiny hair that Essential focuses on.
As viewers watch, the four girls are seen enjoying a vibrant drive in a convertible, wearing cute hairbands that complement the carefree imagery inspired by the song. Notably, an unforgettable moment features a humorous exchange with Kano, who turns back to comment on their shiny hair, inducing surprised expressions from the ladies. The ad's climactic moment encapsulates the phrase "Sura Tsuyasugiru! Essential!" underscoring the brand's promise of deep nourishment and beautiful hair.
In tandem with the ad’s launch, Essential is refreshing its basic series. This rework is aimed at heightening the brand's commitment to provide enjoyable hair care experiences. The basic series product line-up, including Shampoo, Treatment, and CC Milk, will maintain the key components of honey, protein, and lactic acid. Innovative additions include apple acid in the shampoo and PPG-3 Caprylic Ether in the conditioner, ensuring that hair remains easy to manage even the next morning after use.
These reformulated products are designed to tackle dryness and frizz, providing moisture to the hair, thus transforming even the most damaged ends into smooth, shiny layers. Additionally, visually appealing new packaging aims to express a more cheerful, cute aesthetic with heartfelt icons that resonate with consumers. An iconic honey icon communicates the presence of high-purity honey within the product instantly.
As part of the ad resources, a behind-the-scenes video showcases the cast's camaraderie and excitement during the shoot, set against a backdrop of pastel autumn colors. The anticipation and joyful interactions particularly between RIMA and Kano, known for his comedic timing, establish an atmosphere of gratitude and unity. Their ease in front of the camera is palpable, and it is evident they enjoyed the filming experience.
This campaign reflects Essential's aspiration to deliver heartwarming and joyful hair care moments while encouraging users to become their ideal selves through effective hair care. By rebuilding the basic series and integrating beloved celebrities like NiziU and Eiko Kano, Essential aims to connect deeply with its audience's desires for high-quality hair care products.
With promotional content distributed across various social media platforms including X, Instagram, and TikTok, the campaign ensures that everyone can join in to celebrate both the heritage and the exciting future of Essential. The commitments detailed in this campaign reflect a brand keenly aware of its customer’s evolving needs, offering products that embrace both modernity and tradition in their approach to hair care.
The ad showcases four talented women: Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA from NiziU. Turning up the excitement, comedian Eiko Kano makes a special appearance, further enhancing the campaign’s fun and youthful, carefree vibe. The lively theme is accentuated by the catchy tune, "Everyday, Hairband" by AKB48, creating an engaging atmosphere that visually represents the ideal of light, shiny hair that Essential focuses on.
As viewers watch, the four girls are seen enjoying a vibrant drive in a convertible, wearing cute hairbands that complement the carefree imagery inspired by the song. Notably, an unforgettable moment features a humorous exchange with Kano, who turns back to comment on their shiny hair, inducing surprised expressions from the ladies. The ad's climactic moment encapsulates the phrase "Sura Tsuyasugiru! Essential!" underscoring the brand's promise of deep nourishment and beautiful hair.
In tandem with the ad’s launch, Essential is refreshing its basic series. This rework is aimed at heightening the brand's commitment to provide enjoyable hair care experiences. The basic series product line-up, including Shampoo, Treatment, and CC Milk, will maintain the key components of honey, protein, and lactic acid. Innovative additions include apple acid in the shampoo and PPG-3 Caprylic Ether in the conditioner, ensuring that hair remains easy to manage even the next morning after use.
These reformulated products are designed to tackle dryness and frizz, providing moisture to the hair, thus transforming even the most damaged ends into smooth, shiny layers. Additionally, visually appealing new packaging aims to express a more cheerful, cute aesthetic with heartfelt icons that resonate with consumers. An iconic honey icon communicates the presence of high-purity honey within the product instantly.
As part of the ad resources, a behind-the-scenes video showcases the cast's camaraderie and excitement during the shoot, set against a backdrop of pastel autumn colors. The anticipation and joyful interactions particularly between RIMA and Kano, known for his comedic timing, establish an atmosphere of gratitude and unity. Their ease in front of the camera is palpable, and it is evident they enjoyed the filming experience.
This campaign reflects Essential's aspiration to deliver heartwarming and joyful hair care moments while encouraging users to become their ideal selves through effective hair care. By rebuilding the basic series and integrating beloved celebrities like NiziU and Eiko Kano, Essential aims to connect deeply with its audience's desires for high-quality hair care products.
With promotional content distributed across various social media platforms including X, Instagram, and TikTok, the campaign ensures that everyone can join in to celebrate both the heritage and the exciting future of Essential. The commitments detailed in this campaign reflect a brand keenly aware of its customer’s evolving needs, offering products that embrace both modernity and tradition in their approach to hair care.
Topics Consumer Products & Retail）
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