Essential Launches New CM 'Too Silky, Too Shiny! Essential! (Everyday, Headband)' Starting September 10

Kao Corporation's hair care brand 'Essential (Essential)' celebrates its 50th year since brand launch. From the era when cuticle care made 'angel halos' a sensation, to today where Gen Z seeks 'sara-tsuya' (silky shine), Essential has pursued beautiful, 'cute' hair for half a century. This time, under the catchphrase 'Too Silky, Too Shiny! Essential!', we launch the third installment of our CM series featuring four women with exceptionally silky-shiny hair: Meiku Hata, Ringa Kuwata, Mayu Yokota, and RIMA (NiziU). Joining them as a special guest is handsome comedian Eiko Kano. The new web CM, 'Too Silky, Too Shiny! Essential! (Everyday, Headband)', begins distribution on September 10, 2026.

To further strengthen the 'Essential' worldview that proposes the joy of becoming your ideal self through a 'heart-throbbing hair care experience,' we are renewing the Essential Basic Series.

This third installment of the CM series, starring Hata, Kuwata, Yokota, and RIMA (NiziU), uses AKB48's 'Everyday, Katyusha' as the upbeat track to enhance the driving mood. Reflecting the song title and lyrics, the four wear headbands and sing joyfully in an open-top car, expressing Essential's bright and positive universe.

In line with the memorable lyric 'when you suddenly turn back,' special guest Eiko Kano appears. A highlight of the CM is when Kano, passing by the four, turns back with his silky-shiny hair flowing, saying 'Sara-tsuyn...'—a humorous scene unique to Kano, with the four showing surprised expressions at the unexpected moment. Also look out for the beautiful shots of their hair fluttering in sync with the iconic call 'Too Silky, Too Shiny! Essential!' and the refreshed packaging of the Essential Basic Series revealed at the end.

Renewal of the Essential Basic Series

Essential proposes the joy of becoming your ideal self through a 'heart-throbbing hair care experience.' To further enhance this worldview, we are renewing the Essential Basic Series. (For Treatment, CC Milk, and CC Oil, only the packaging is renewed.)

To make the 'sara-tsuya hair' promoted in the new CM series' catchphrase 'Too Silky, Too Shiny! Essential!' more tangible, all products in the Basic Series continue to contain 'high-purity Honey & Protein & Lactic Acid' as moisturizing ingredients to deeply hydrate hair. Additionally, 'Malic Acid' is newly added to the shampoo and 'PPG-3 Caprylyl Ether' to the conditioner. This ensures smooth, easy handling even the next morning, transforming even damaged ends into silky-shiny hair. We have also refreshed the packaging design across the entire Basic Series to better convey a happy, cute impression. At the center, we adopted a 'honey icon' so that the inclusion of 'high-purity honey' is immediately recognizable. Furthermore, we've added playful touches such as hearts on the bottom of bottles and four types of random marks—including smiley faces and hearts—at the lower left back, designed to bring a smile whenever discovered.

From the moment you encounter the package to the moment you touch your hair, we aim to deliver excitement and the feeling of becoming your ideal self through a 'heart-throbbing hair care experience.'

<CM Overview>

● CM Title: 'Too Silky, Too Shiny! Essential! (Everyday, Headband)'

● Release Date: Thursday, September 10, 2026

● New CM Video URL: https://www.youtube.com/watch?v=6LHetI0wwjY

<Making-of Footage>

The making-of video captures the four stars wearing pastel-colored autumn outfits and headbands, continuously smiling and enjoying the shoot. As this marks the third time filming with these familiar members, their well-timed banter and relaxed, natural expressions are highlights. Additionally, scenes with debut special guest Eiko Kano capture warm, laughter-filled interactions.

● Making-of Video URL: https://www.youtube.com/watch?v=fW6Z6StWRZI

※ Other web videos and making-of footage are also available via Essential's official SNS accounts.

[Official X] https://x.com/essential_jp

[Official Instagram] https://www.instagram.com/essential_jp/

[Official TikTok] https://www.tiktok.com/@essential_jp

<Shooting Interview>

Q1. Please share your thoughts after the shoot.

Hata: The conversation flowed even more than last time.

RIMA: We laughed so much, sang so much, and had so much fun.

Kuwata: It didn't feel like it had been six months. During breaks, we kept chatting inside the car. Even after being told 'you can come out now,' we stayed in the car the whole time, just talking.

Kano: When I was first approached, I thought, 'Huh? Why me?' I even said lines like 'I'm a yellow spring type, you know.' I kept wondering what 'yellow spring' meant throughout the shoot.

Hata: You did great, not knowing anything.

Kano: I really tried hard to blend in, blend in.

Hata: That hair—is it a wig?

Kano: Of course it is!

Hata: Right! Gorgeous.

Kano: But it's amazing—it feels nostalgic. Makes me think I might have been like this about 15 years ago.

Yokota: The way he handles it is already...

Hata: He's used to it.