#Japan #Tokyo #Hair Care #Love and Berry #Essential

Collaboration Between Essential and Love and Berry

In an exciting partnership, Kao's hair care brand Essential has teamed up with SEGA's beloved arcade game, the stylish witch Love and Berry. Starting from May 15, 2025, the collaboration will be celebrated with an exclusive social media campaign, leading up to the release of a limited-time web commercial on May 16.

The eye-catching web commercial will feature Essential’s Premium Barrier Shampoo and Conditioner in the Glow & Moist variant, designed to tame frizzy hair during the rainy season, alongside the Premium Water Treatment EX Smooth, which aids in achieving silky, smooth hair. This collaboration marks the first time visuals from the retro Love and Berry game will be utilized in a promotional video, aiming to resonate with both long-time fans and the Gen Z audience through its vibrant aesthetic that recalls the spirit of the early 2000s.

Additionally, the official Essential X social media page will host a limited-time campaign offering premium Essential items ideal for the rainy season. Participants can enter for a chance to win not only these hair care products but also exclusive collaboration-themed hair and makeup cards and hairclips designed for the occasion.

Digital Ad Campaign Details

• - Duration: May 16, 2025 - June 8, 2025
• - Content: Original collaboration video featuring visuals from Love and Berry
• - Where to Watch: Available on the official Essential X channel here

X Giveaway Campaign Overview

• - Campaign Name: Essential × Love and Berry Collaboration Campaign
• - Period: May 15, 2025 - May 28, 2025
• - How to Enter:

1. Follow Essential on official X (@essential_jp)
2. Repost the campaign post
3. Comment on which product set you would like to win

• - Campaign Post: Check it out on Essential's official X channel here

Prize Contents (100 winners selected randomly)

1. Frizz Control Set
- Essential Premium Barrier Shampoo/Conditioner Glow & Moist
- Essential Premium Water Treatment Natural Moist
- Exclusive Collaboration Hair & Makeup Card: "Frizz Control Handsome Short"
- Four types of collaboration-themed hair clips.

2. Silky Hair Set
- Essential Premium Barrier Shampoo/Conditioner Silky & Smooth
- Essential Premium Water Treatment EX Smooth
- Exclusive Collaboration Hair & Makeup Card: "Silky Half Twin"
- Four types of collaboration-themed hair clips.

Product Features

Essential Premium Barrier Shampoo & Conditioner (Glow & Moist)

Designed for frizzy hair, this shampoo and conditioner duo features fluffy soufflé-like foam that gently cleanses and intensively repairs damaged hair while ensuring it remains manageable throughout the day.

• - Key Ingredients:

- Moisturizing agents such as squalane, shea butter, hydrolyzed collagen, and hyaluronic acid
- Natural beauty oils (18-MEA oil)
- Amino acid-based cleansing agents
- Non-silicone formula

• - Unique Selling Point: Combines moisture retention and damage repair, protecting hair from humidity and friction.

Essential Premium Water Treatment (Natural Moist)

An innovative leave-in treatment that combats frizz and dryness, providing smooth and shiny hair without the stickiness, perfect for all-day control.

• - Benefits: Quick-drying, frizz prevention, static control
• - Key Ingredients:

- Natural protective oils and hydrating components like hydrolyzed collagen and honey.

More About Love and Berry

Originally launched between 2004 and 2008, the Love and Berry game was a sensation among young girls, providing a unique blend of card-based dress-up and rhythm competition. Its expansion included various merchandise, a dedicated apparel shop, and even a concert series, solidifying its place in pop culture.

As this collaboration unfolds, both brands look forward to not just enhancing hair care but also rekindling nostalgia while inspiring a fresh audience.

Campaign Inquiry

For further inquiries regarding the Love and Berry × Essential collaboration campaign, please contact the campaign office from May 15 to July 18, excluding weekends and holidays, at the official website.