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ROIROM Makes Its First Public Debut

The hair care brand Essential, a subsidiary of Kao Corporation, recently made waves by hosting its first live event featuring the pop duo ROIROM. This appearance coincided with the launch of their latest web commercial titled "ROIROM: A New Debut". The event took place ahead of the inauguration of the essential-themed pop-up cafe, which will be at Zero Base Omotesando from July 24th to 27th, 2025.

Announcing Essential's New High-Damage Hair Care Series

The pop-up cafe, titled "Essential New Sensation Cafe", is designed to immerse guests in the world of the new "Essential Premium" series aimed at high-damage hair care. Attendees will get to experience unique textures described as "torotoro" (smooth), "purupuru" (bouncy), and "urukira" (radiant) through exclusive drinks created under the supervision of ROIROM members, Daiki Honda and Michiki Hamakawa.

During the unveiling, Ryoma Abe from the Kao's Global Consumer Care Business shared insights about the brand's upcoming 50th anniversary next year. He elaborated on the fresh direction of the Essential Premium series launched last year and the technology that allows users to feel a nourishing effect immediately upon rinsing.

ROIROM's Exciting Debut at the Event

This event marked the first real-life public appearance for ROIROM, formed in May 2025. When asked about their experience filming the new commercial, Honda expressed how the second time around helped them feel more relaxed and create a good product. On the other hand, Hamakawa noted the challenges of expressing inner conflict in a monochrome scene.

Insights into the New Commercial

The new commercial features a narrative about overcoming hair damage, transitioning from darker, moody scenes into brighter, more uplifting visuals. Honda commented on how the duo's dance routine complements the story, while Hamakawa shared his favorite dance move, the "E-pose", which is tied to the theme of the new products.

Personal Reactions to New Products

The duo decoded their experiences with the new products on flip boards. Honda wrote, "Torotoro tōru tōru" (meaning smooth and silky), emphasizing how well the texture feels and how it leaves hair manageable even the next morning. Meanwhile, Hamakawa expressed his enthusiasm about the new high-damage products, which resonate with his previous experiences of hair struggles due to bleaching.

Experiencing the Supervised Drinks

The boys also supervised drinks for the pop-up cafe. Honda shared how surprised he was to be involved in a cafe-related role due to his love for visiting cafes. He enthusiastically described his drink, Mango Sparkle Frozen, as refreshingly summery. Hamakawa's drink, PuruPuru Peach Jelly Yogurt, offers a blend of peach and strawberry flavors, thus providing a delightful two-in-one taste experience. Together, they emphasized the appealing color transitions of their drinks, crafting an overall fun and fab atmosphere.

Essential New Sensation Cafe Details

Scheduled for a limited window from July 24 to 27, 2025, the cafe will allow attendees to enjoy exclusive drinks inspired by the brand's new high-damage hair care series. It promises to be a multi-sensory experience where guests can see, taste, and feel the essence of the new product line. Additional offerings include hair styling experiences and exclusive merchandise with ROIROM's signatures, thus making it a highly anticipated event for fans.

You can register for exclusive experiences at the pop-up starting July 23, 2025. Don’t miss the chance to immerse yourself in Essential’s world through this unique selling event!

Learn more about Essential New Sensation Cafe Here!