Essential Launches New Ad Celebrating 50 Years of Hair Care with Summer Vibes
On July 9, 2026, Kao Corporation’s hair care brand, Essential, launched a vibrant new commercial titled, "Skipping into Summer with Essential! (Shanghai Honey)" that draws on the nostalgic summer anthem, 'Shanghai Honey'. This year marks the brand's 50th anniversary, celebrating its commitment to beautiful hair and its evolution to meet the needs of Generation Z's desire for shiny, smooth locks.
The ad showcases four talented women: Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA from NiziU, who bring the light-hearted theme of summer joy to life. Set against a picturesque beach backdrop, the quartet joyfully drives along the coast in an open-top car, exuberantly singing along to the iconic tune. Their flowing, lustrous hair perfectly complements the upbeat energy of the song, making the new commercial a refreshing visual treat for summer.
In this second installment of the ad series, the catchy phrase, "Skipping into Summer with Essential!" encapsulates the carefree essence of summer. Viewers can look forward to delightful scenes, including Mei cheekily asking, "Are you feeling the shimmer?" to which Rinka and RIMA chime in perfectly with, "Yes, absolutely shimmering!", culminating in a joyful chorus of "Rendezvous!" The commercial also features a rare sight of Mayu behind the wheel, showcasing her playful charm.
What separates this commercial from typical promotions is its focus on the carefree and uplifting nature of summer. The upbeat tune 'Shanghai Honey' by ORANGE RANGE amplifies the delightful atmosphere, guiding the quartet as they frolic and enjoy their time together under the radiant sun. Viewers will want to keep an eye out for stunning shots accentuating their beautiful hair swaying in the summer breeze while experiencing the carefree spirit of summer.
Commercial Overview:
The making-of video reveals the four women clad in pastel summer outfits, enjoying the photo shoot while flaunting their elegantly straight hair. They are shown having fun in the summer ambiance, creating heart-shaped poses and laughter-filled moments with beach-themed props like sunglasses and beach balls. The chemistry between the four was palpable, reflecting how their bond has deepened since the first shoot, enabling them to display more natural expressions and camaraderie.
As highlighted in an interview, the central theme of the commercial focuses on celebrating happy moments. RIMA notes how they are all experiencing summer vibes during the shoot, expressing, "It feels like the perfect summer with our outfits and sunglasses!" The others build upon this sweetness, sharing insights on the joyful moments that help keep their spirits high.
Later, they discuss how they feel when they use the Essential products that deliver on their promise of smooth and shiny hair. They share personal experiences with the Essential Premium Barrier Shampoo and Conditioner, all agreeing that they noticed a significant transformation when using the products, which ensures they maintain beautiful hairstyles without any need for touch-ups throughout their long shooting days.
Featured Cast Profiles:
Essential Product Highlights:
Essential brings to the market innovative products with natural ingredients designed to deliver beautiful, healthy hair. Their Premium Barrier Shampoo and Conditioner not only enhance nourishability and moisture but also protect against damage caused by heat and humidity. With beautifully designed scents and textures, their products promise an enchanting hair care experience for all.
The ad showcases four talented women: Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA from NiziU, who bring the light-hearted theme of summer joy to life. Set against a picturesque beach backdrop, the quartet joyfully drives along the coast in an open-top car, exuberantly singing along to the iconic tune. Their flowing, lustrous hair perfectly complements the upbeat energy of the song, making the new commercial a refreshing visual treat for summer.
In this second installment of the ad series, the catchy phrase, "Skipping into Summer with Essential!" encapsulates the carefree essence of summer. Viewers can look forward to delightful scenes, including Mei cheekily asking, "Are you feeling the shimmer?" to which Rinka and RIMA chime in perfectly with, "Yes, absolutely shimmering!", culminating in a joyful chorus of "Rendezvous!" The commercial also features a rare sight of Mayu behind the wheel, showcasing her playful charm.
What separates this commercial from typical promotions is its focus on the carefree and uplifting nature of summer. The upbeat tune 'Shanghai Honey' by ORANGE RANGE amplifies the delightful atmosphere, guiding the quartet as they frolic and enjoy their time together under the radiant sun. Viewers will want to keep an eye out for stunning shots accentuating their beautiful hair swaying in the summer breeze while experiencing the carefree spirit of summer.
Commercial Overview:
- - Title: Skipping into Summer with Essential! (Shanghai Honey)
- - Release Date: July 9, 2026, Thursday.
- - Watch the New Ad: Essential's Summer Ad
The making-of video reveals the four women clad in pastel summer outfits, enjoying the photo shoot while flaunting their elegantly straight hair. They are shown having fun in the summer ambiance, creating heart-shaped poses and laughter-filled moments with beach-themed props like sunglasses and beach balls. The chemistry between the four was palpable, reflecting how their bond has deepened since the first shoot, enabling them to display more natural expressions and camaraderie.
As highlighted in an interview, the central theme of the commercial focuses on celebrating happy moments. RIMA notes how they are all experiencing summer vibes during the shoot, expressing, "It feels like the perfect summer with our outfits and sunglasses!" The others build upon this sweetness, sharing insights on the joyful moments that help keep their spirits high.
Later, they discuss how they feel when they use the Essential products that deliver on their promise of smooth and shiny hair. They share personal experiences with the Essential Premium Barrier Shampoo and Conditioner, all agreeing that they noticed a significant transformation when using the products, which ensures they maintain beautiful hairstyles without any need for touch-ups throughout their long shooting days.
Featured Cast Profiles:
- - Mei Hata: Born April 10, 2002, Mei is already famous for her work in dramas and films. She stars this season as a co-lead in the drama 'Error' (April 2026) and is lending her voice to the upcoming 'Detective Conan: The Fallen Angel.'
- - Rinka Kumada: Since debuting as a model in 'nicola', Rinka has captivated audiences as a prominent actress in feature films and series.
- - Mayu Yokota: A seasoned model and actress, Mayu has solidified her place in both fashion and television, making appearances in multiple noteworthy dramas.
- - RIMA (NiziU): Since her debut in the girl group NiziU, RIMA has captured the hearts of fans worldwide, making them proud as she continues to excel in music and performance.
Essential Product Highlights:
Essential brings to the market innovative products with natural ingredients designed to deliver beautiful, healthy hair. Their Premium Barrier Shampoo and Conditioner not only enhance nourishability and moisture but also protect against damage caused by heat and humidity. With beautifully designed scents and textures, their products promise an enchanting hair care experience for all.
Topics Consumer Products & Retail）
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