Embrace "Silky Smooth Hair" to the tune of summer classic "Shanghai Honey"! Essential's new CM "Too Silky Smooth! Essential! (Shanghai Honey)" to be released on July 9th!

Kao Corporation's haircare brand "Essential" celebrates its 50th anniversary this year. From the era when "angelic shine" was a buzzword thanks to cuticle care, to the present day when Gen Z seeks "silky smoothness," Essential has pursued hair "cuteness" for half a century. To match Essential's tagline "Too Silky Smooth! Essential!", the second installment of the CM series featuring four women with incredibly silky smooth hair – Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA (NiziU) – will be released. The CM "Too Silky Smooth! Essential! (Shanghai Honey)" will begin airing nationwide on July 9, 2026.

This CM depicts the four women driving along a summery, open coastal road in a convertible, singing the summer classic "Shanghai Honey" and enjoying themselves to the fullest. The scene where their silky smooth hair beautifully billows in the refreshing breeze is a must-see.

This second CM in the series, starring Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA (NiziU), features ORANGE RANGE's "Shanghai Honey" to further enhance the exhilarating visuals and evoke the excitement of summer. Through the four women innocently singing and having fun to the upbeat song, the CM expresses Essential's signature bright and positive worldview. In the CM, Hata asks, "So silky smooth~?" while looking back, to which Kumada and RIMA perfectly respond, "Yeah, silky smooth~!" and everyone joins in with "Rendezvous!" to amp up the excitement. There's also a rare shot of Yokota driving. Additionally, pay attention to the scene where the four women's hair beautifully flows in the summer breeze in sync with the iconic phrase "Too Silky Smooth! Essential!"

<CM Overview>

● CM Title: "Too Silky Smooth! Essential! (Shanghai Honey)"

● Release Date: July 9, 2026 (Thu)

● New CM Video URL: https://www.youtube.com/watch?v=3MUXwTNLZs0

<Making-of Footage>

In the making-of footage, the four women, dressed in cool pastel-colored outfits that stand out in the summer sun, are seen enjoying the shoot with sparkling smiles in a refreshing atmosphere, their silky smooth straight hair flowing. Highlights include them having fun together to the light rhythm of "Shanghai Honey," and a scene where Yokota and RIMA affectionately make a heart pose together. They are also shown enjoying the shoot surrounded by summery items like sunglasses, beach balls, and inner tubes. Following the first CM released this spring, this second shoot showcases the four women's deepened bond with even more natural expressions and synchronized interactions.

*Other web videos and making-of footage can also be viewed on Essential's official social media accounts.

【Official X】 https://x.com/essential_jp

【Official Instagram】 https://www.instagram.com/essential_jp/

【Official TikTok】 https://www.tiktok.com/@essential_jp

<Filming Interview>

Q1. The CM tagline is "Too Silky Smooth! Essential." Were there any moments during filming where you thought, "Too [something]!"?

RIMA: I really thought, "Too summery!" Today's outfits, and everyone wearing sunglasses, it felt like the ideal summer, so I thought, "Too summery!"

Hata: I thought Mayu-chan was "too cool."

Yokota: Why?

Hata: When I first met her, she seemed a bit shy, maybe 5 or 6 years ago? But she's become such a mature woman. Today, she was in the driver's seat. When I asked, "Do you usually drive?" she said yes, and it was like a gap moe. I thought it was cool how she drives a car with that kind of presence. It was cool.

Hata: So smooth~

Yokota: Thank you.

Yokota: I thought it was "too funny." There was a scene earlier where we were supposed to get excited as part of the CM direction, and they gave us the sound effect "Dongadonga," which really cracked me up. I'd never heard "Dongadonga" before, and I haven't heard anyone of any age say it, so I thought it was hilarious.

Hata: It was a sound effect I heard for the first time, and it was certainly a fun sound.

Yokota: It was funny, wasn't it?

Hata: I was cracking up for a long time. I really love the sound "Donga."

Yokota: It was too funny.

Kumada: Personally, I thought, "Too shy." We were filming together as a group of four, and I was just talking to RIMA earlier, and we said, "We're probably both shy, aren't we?" Even when the two in front were chatting happily, we didn't know how to join in, so we became like a "Shy Alliance." I realized that today. But I'm glad I have friends. It made me feel at ease.

Hata: The lively type and...

Yokota: I realized there's such a difference between the front row and the back row.

Hata: But we've relaxed a lot more than during the still photos, haven't we?

Kumada: I'm happy!

Hata: That's great!

Yokota: I feel like I heard Kuma-chan's voice a lot.

Hata: Today I heard Rinku-chan's voice a lot. I'm so happy!

Q2. The CM's theme is "Happy moments are the cutest." What do you do to stay happy?

Kumada: Get some sun.

Hata: That's important, incredibly important.

Kumada: I think if I get enough sun, things will work out.

Hata: Vitamin D, right?

Kumada: It makes me feel energetic!

RIMA: I try to go for walks, exercise, or go to Pilates. I think moving more helps bring out a happier aura, so I make an effort to do that.

Yokota: I also like meeting up with friends, going out to eat, and laughing together over trivial things. I think days where I think, "What did we even talk about today?" lead to a lot of happiness.

Q3. Have you experienced or felt "silky smoothness" with any Essential products?

RIMA: This one (Fuwa Kira Spray), we talked about it with so much enthusiasm.

Hata: It really makes my hair silky and shiny. Everyone, including the hair and makeup artists, was surprised. They said, "It really makes your hair silky smooth." I'll probably be using it a lot.

Kumada: On the days I used this for filming, I didn't need any touch-ups at all, and I really got that "angelic shine."

Hata: It was so shiny.

RIMA: We sprayed it on each other, didn't we? So the reaction was really, "This is the silkiest it's ever been."

Hata: It was unbelievably straight.

Yokota: And it makes your hair smell good at the same time.

Hata: It's my favorite.

<Cast Profiles>

【Mei Hata】

Born April 10, 2002, in Tokyo. Began her career in childhood, appearing in numerous dramas and films. In 2026, she will co-star in the April drama "Error" (ABC TV) and be a guest voice actor in the movie "Detective Conan: The Angel of the Highway." Her movie "Blue Lock" is set for release on August 7. She also serves as the first-ever MC for the music program "Tokyo Midnight Music" (NTV) and has regular programs on radio and podcasts, expanding her range of activities.

【Rinka Kumada】

Born February 23, 2001, in Tokyo. Debuted as a fashion model in the magazine "nicola" and is currently an exclusive model for "non-no." She has also garnered attention as an actress, starring in films such as "Otonanajimi" and "I Go to See You Tonight" (23). Recent major works include the dramas "Sayonara Maestro ~Father and I~" (24), "The Reason We Fall in Love" (24), "Mitazono the Housekeeper (Season 7)" (25), "DOPE Narcotics Control Department Special Investigation Unit" (25), and the films "Newcomer Reporter Torokko: Who Will Do It If I Don't!" (24), "I Won't Fall in Love With You Just Because You Have a Pretty Face" (25), and "Mieruko-chan" (25).

【Mayu Yokota】

Born in 1999, in Tokyo. Debuted as a model after winning the grand prize in "Seventeen 2014." Currently an exclusive model for "non-no." Made her serial drama debut in NTV's "Mr. Hiiragi's Homeroom," and has also been active as an actress in films like "Karada Sagashi" and the Netflix film "The Story of Me Who Has One Year to Live Meeting You Who Has Half a Year to Live," as well as triple-starring in the drama "Oshi no Satsujin" (NTV). Most recently, she appeared in the drama "Re:Born ~The Last Hero~" (TV Asahi) airing from April 14 and the movie "SAKAMOTO DAYS" released on April 29. She is also expanding her activities as one of the "Degawa Girls" on NTV's "Sekai no Hate Made Itte Q!" and a Thursday regular on TBS's "Laviv" ()

【RIMA (NiziU)】

A 9-member girl group formed through "Nizi Project." Since their debut in 2020, they have achieved numerous milestones, including appearing on "NHK Kohaku Uta Gassen" just 29 days after their debut. They have successfully held consecutive concerts, including their first stadium performance at ZOZO Marine Stadium in 2023, and made their debut in Korea in October of the same year, continuing to captivate audiences not only in Japan and Korea but worldwide. In June of this year, they will hold dome concerts in Tokyo and Osaka for the first time in about three and a half years, and will release their first best album "Portfolio" to conclude their 5th anniversary year.

<Product Overview>

Essential Premium Barrier Shampoo & Conditioner Silky & Smooth / Glow & Moist

Silky & Smooth: For dry, frizzy hair. Silky smooth, shiny hair the next morning!

Glow & Moist: For frizzy, unruly hair. Smooth, moisturized, manageable hair the next morning!

● Contains naturally derived beautifying oil 18-MEA OIL*1 (repair)

● Moisture barrier formula

Repairs damage + protects hair from humidity and friction

● Exquisite White Peach & Musk scent

〈Shampoo Features〉

● Gently washes with fluffy soufflé foam

● Uses amino acid-based*2 x carboxylic acid-based cleansing ingredients*3

● Silicone-free formula

● Sulfate-free formula

● Synthetic colorant-free

● Contains carefully selected beauty serum ingredient "Uru-ri Drop"*4 (moisturizing)

〈Conditioner Features〉

● Contains Ceramide ES*5 (repair)

● (Silky & Smooth) Contains Silky Oil*6 / (Glow & Moist) Contains Moist Oil*7 (moisturizing)

*1 Lanolin Fatty Acid

*2 Cocoyl Methyl Taurine Na, Lauroyl Methyl Alanine Na, Lauroyl Sarcosine TEA

*3 Laureth-11 Carboxylic Acid

*4 Squalane, Shea Butter, Hydrolyzed Collagen, Hyaluronic Acid Na, Royal Jelly Extract, Lauroyl Hydrolyzed Silk Na, Polyquaternium-52

*5 Bis-Methoxypropyl Amido Isodocosane

*6 Jojoba Seed Oil, Olive Fruit Oil, Glycerin

*7 Argan Oil (Argania Spinosa Kernel Oil), Sunflower Seed Oil, Glycerin

Essential Premium Barrier Shampoo & Conditioner Sparkle Moist

Amazing smoothness the moment you rinse!

New sensation! Smooth, manageable hair continues the next morning!

● Contains carefully selected beauty serum ingredients

Water-light Pearl Protein*8 (moisturizing)

Premium moisturizing ingredients*9 (shampoo)

Premium moisturizing ingredients α*10 (conditioner)

● Naturally derived beautifying oil "18-MEA OIL"*1 (repair)

● Moisture barrier formula for damage repair + protection from humidity and friction

● Synthetic colorant-free

● Exquisite White Peach & Musk scent

〈Shampoo Features〉

● Gently washes with rich, fluffy soufflé foam

● Sulfate-free formula

● Silicone-free formula

● Uses amino acid-based*2 x carboxylic acid-based cleansing ingredients*3

〈Conditioner Features〉

● Prevents split ends and breakage in colored or bleached hair

● Reduces heat damage from dryers

● Makes hair easy to handle and style with heat styling tools

*8 Hydrolyzed Conchiolin Protein, Glycerin

*9 Squalane, Shea Butter, Hydrolyzed Collagen, Hydrolyzed Silk, Hydrolyzed Keratin, γ-Docosalactone,

Hyaluronic Acid Na, Royal Jelly Extract, Dilauramidoglutamide Lysine Na, Polyquaternium-52

*10 Squalane, Shea Butter, Hydrolyzed Collagen, Hydrolyzed Silk, Hydrolyzed Keratin, γ-Docosalactone,

Hyaluronic Acid Na, Royal Jelly Extract, Dilauramidoglutamide Lysine Na, Lactic Acid

*1 Lanolin Fatty Acid

*2 Cocoyl Methyl Taurine Na, Lauroyl Methyl Alanine Na, Lauroyl Sarcosine TEA

*3 Laureth-11 Carboxylic Acid

Essential Premium Water Treatment EX Smooth / Natural Moist

Quick drying with a hairdryer! For incredibly smooth, silky hair

● Repairs and prevents damage from heat and friction

● Quick drying with a hairdryer & prevents bedhead

● Non-sticky water type

● Prevents static electricity

● Carefully selected repairing beauty ingredients

Contains naturally derived beautifying oil 18-MEA OIL*1 (repair)

● Exquisite White Peach & Musk scent

*1 Lanolin Fatty Acid

Essential Premium Fuwa Kira Spray (Hair Treatment Spray)

Lightly coats hair for an angelic veil of shine.

Light, thin shine & soft texture that lasts!

● Non-sticky even when applied all over hair

● Prevents dryness and flyaways

● Penetrates and repairs hair from within & smooths the surface

● Contains UV cut ingredients

● Contains Translucent Ceramide α*11 ingredient (repair)

● Exquisite White Peach & Musk scent

Standard size 110g

*11 γ-Docosalactone, Argan Oil (Argania Spinosa Kernel Oil), Ceramide ES (Bis-Methoxypropyl Amido Isodocosane), PPG-3 Benzyl Ether Myristate

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