Kao Corporation's haircare brand "Essential" celebrates its 50th anniversary this year. From the era when "angel rings" became a topic of conversation through cuticle care, to the present day when Gen Z seeks "silky smoothness," Essential has pursued the "cuteness" of hair for half a century. Now, the "Essential Premium" series will launch design bottles featuring "Sanrio Characters" from Sanrio Co., Ltd. on July 18, 2026. Prior to the launch, a limited-time event "Sanrio Characters Fun Essential Shop" will be held at ZeroBase Shibuya from July 16 (Thu) to July 20 (Mon), 2026, where visitors can enjoy the charms of "Essential" and Sanrio characters in a colorful and pop space.

About "Sanrio Characters Fun Essential Shop"

At this event, we will sell and exhibit the "Sanrio Characters" design bottles, a first-time collaboration for the "Essential Premium" series, in a space filled with Sanrio characters packed with "cuteness."

Additionally, as a highlight, we will hold greetings with Hello Kitty, My Melody, and Usahana, who appear on the design bottles. You can receive your purchased products directly from the characters and take photos together.

The design bottle packaging features Sanrio characters dressed as angels, echoing "Essential's" history of cherishing "angel rings." Within the POP-UP event venue, you can experience a "dreamy, heart-fluttering sky" world with characters floating in the "Angel Core" aesthetic. A heart-fluttering space unfolds with motifs like hearts, soap bubbles, and clouds, featuring Hello Kitty, My Melody, and Usahana as angels, along with photo spots where you can take pictures of character plush toys and design bottles together, and mirror selfie areas, offering many SNS-worthy content opportunities.

Furthermore, those who purchase products at the venue will receive an event-exclusive shopper bag, as well as stickers and trading cards as novelties. We will also hold an SNS campaign where participants who post photos taken at the venue on social media can receive an acrylic charm with a Sanrio Characters design.

Enjoy this special summer-only event where you can experience "silky smoothness" and "cuteness" unique to "Essential" surrounded by Sanrio characters.

"Venue Image"

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<Event Overview>

Advance reservations are not required for entry to the venue. Please note that purchasing products is required to receive novelties and participate in the SNS campaign.

Venue: ZeroBase Shibuya (2-5-8 Dogenzaka, Shibuya-ku, Tokyo)

Dates: July 16, 2026 (Thu) - July 20, 2026 (Mon)

Hours: 11:00 - 20:00

*On the final day, July 20 (Mon), hours will be 11:00 - 19:00.

Experience Content: Product purchase / Venue photography (including photo spots) / SNS campaign participation / Greetings (reservation required)

***Character greetings are by reservation only***

Reservation Start Date: July 10, 2026 (Fri) 12:00

Reservation LINE Account: https://lin.ee/8TZ2VIts

*Reservations are accepted for up to 2 people per group.

*To participate in the greetings, you must purchase eligible products sold at the venue.

<Eligible Products>

For solo participation

Purchase of the "Essential Premium Barrier Shampoo & Conditioner Silky & Smooth" pair set, or the "Essential Premium Barrier Shampoo & Conditioner Sparkle Moist" pair set.

For participation as a pair

In addition to the above, purchase of any product sold at the venue.

*Reservations will close once capacity is reached. Please understand this in advance.

*The characters appearing in the greetings will vary by session. You can experience greetings with one of the following characters: Hello Kitty, My Melody, or Usahana.

***Entry method (advance reservation/free entry) varies by time slot***

Time

Entry Type

11:00 - 13:00

Advance Reservation Only

13:00 - 14:15

Free Entry

14:15 - 16:00

Advance Reservation Only

16:00 - 17:15

Free Entry

17:15 - 19:00

Advance Reservation Only

19:00 - 20:00

Free Entry

*During free entry periods, entry may be restricted or numbered tickets may be distributed to ensure safety during crowded times (numbered tickets are limited).

*Please refrain from lining up the day before or on the day of the event in front of the venue.

<Event Exclusive Shopper Bag & Novelties>

● Event Exclusive Shopper Bag

● Purchaser Gifts

During the event period, on designated dates, you will receive limited design stickers and trading cards. One item will be given per eligible product purchase, and an additional item will be given for purchases of 3,600 yen (tax included) or more.

1 Stickers (4 types total, random)

Distribution Dates: July 16 (Thu), July 18 (Sat), July 20 (Mon)

2 Trading Cards (3 types total, random)

Distribution Dates: July 17 (Fri), July 19 (Sun), July 20 (Mon)

● SNS Campaign Prize

Those who post photos taken at the venue on social media after meeting the participation conditions below will receive an acrylic charm (3 types total, random).

▼Participation Conditions

1 Follow the official Kao Essential accounts on X/Instagram/TikTok.

2 Post with the designated hashtag.

*Private accounts are not eligible.

*Instagram stories are also accepted.

<Products for Sale>

Limited quantities available with "Sanrio Characters" packaging featuring an angel motif.

Essential Premium Barrier Shampoo & Conditioner Silky & Smooth

2,640 yen (tax included)

For dry hair. Smooth from the next morning! Lasting silky smooth hair.

The shampoo features a Hello Kitty design, and the conditioner features a My Melody design. While repairing hair, it protects against humidity and friction, leaving hair smooth and manageable until the next morning.

Essential Premium Barrier Shampoo & Conditioner Sparkle Moist

2,860 yen (tax included)

New sensation! Amazing creamy texture from the moment you rinse.

Lasting smooth and manageable hair.

The shampoo features a My Melody design, and the conditioner features a Usahana design. While moisturizing hair and repairing damage, it protects against external stimuli such as humidity and friction, resulting in a manageable and smooth finish.

Essential Premium Water Treatment EX Smooth1,320 yen (tax included)

Dries quickly with a hairdryer! For incredibly smooth hair.

A hair water with a Hello Kitty design. It has excellent quick-drying properties, suppresses bedhead and static electricity, and keeps hair smooth and easy to manage.

Essential Premium Ururi Jelly Milk

1,320 yen (tax included)

For frizzy, unruly hair.

Wraps hair in moisture all night long, leaving it plump and manageable the next morning.

A hair milk with a My Melody design. It moisturizes and repairs hair damage while protecting it from heat from hairdryers and irons, resulting in manageable and well-behaved hair.

Essential Premium Ururi Kira Oil

1,320 yen (tax included)

For damaged, dry hair.

Penetrates and repairs hair from within, leaving it smooth to the touch! For transparent, shiny hair.

A hair oil with a Usahana design. Its non-greasy, lightweight texture leads to transparent, shiny hair and protects it from damage caused by irons, UV rays, and other factors.

<Inquiries Regarding the Event>

Essential Event Secretariat

https://form2.kao-kirei.com/jp/pub/kao-open/essentialevent

July 2 - July 31, excluding weekends and holidays, 9:00 - 17:00

<Product Release>

Second installment of the brand's 50th-anniversary special project! Limited release of original hand-drawn designs by "Sanrio Characters" from the "Essential Premium" series.

Release URL: https://prtimes.jp/main/html/rd/p/000000023.000096518.html

<Essential Brand Site & Official SNS>

Official Website: https://www.kao.co.jp/essential/

X: https://x.com/essential_jp

Instagram: https://www.instagram.com/essential_jp/

Pinterest: https://jp.pinterest.com/essential_jp/

*When using images, please be sure to include the copyright © '26 SANRIO CO., LTD. APPR. NO. L665529.

*Please note that items may be sold out.

*Product designs, prices, release dates, sales locations, and specifications are subject to change.

FACT BOX

  • Source: PR TIMES
  • Category: コラボレーション
  • Organizations: Essential