Essential commercials: A compilation of commercials for the hair care brand by Kao.
Essential is a hair care brand by Kao that has been loved as one of the company’s flagship brands since its debut in 1976.
From the very beginning, the brand has actively produced TV commercials, and you’ve likely seen quite a few Essential ads over the years.
In this article, we’ll introduce all of the Essential commercials that have aired so far.
We’ll also touch on the featured performers and background music, so if there’s a commercial you’ve been curious about, be sure to check it out.
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Essential commercials: A compilation of commercials for the hair care brand by Kao (11–20)
Kao Essential Premium Barrier Shampoo & Conditioner Sparkle Moist
Here’s a refreshing track that fits perfectly with a shampoo and conditioner commercial.
The lyrics, which rhyme almost like a rap, are pleasant to the ear.
It evokes the image of Blue Hawaii shaved ice from summer festivals during our youth.
The song also conveys the clean, invigorating feel of the shampoo.
The commercial’s concept suggests a shampoo that restores moisture to hair damaged from dyeing it freely during the summer, regardless of school rules.
It’s the kind of song that makes you want to give it a try.
Kao Essential FREE & EASY 2019 Commercial
This commercial highlights the strong cleansing power of Essential FREE & EASY and clearly conveys who it’s intended for.
Using an animation themed around guys who use hair wax, it vividly depicts the frustrations of washing hair with bold facial expressions.
The shampoo solves the problem of wax being hard to rinse out, giving the impression that it makes using wax in everyday life easier.
It also shows how it helps with styling, consistently portraying throughout the ad how well it works alongside hair wax.
Kao Essential The Beauty “THE BEAUTY MERMAID” VersionAi Mikami
Ai Mioka appears as a mermaid in this commercial, showcasing Essential’s effects through her hair flowing gracefully underwater.
The key highlights are the depiction of water currents and the beams of light piercing through, where the shimmering motion conveys smoothness, gloss, and shine through the way the light reflects.
Set in a distinctive world that also features aquatic creatures, it effectively evokes the sense of light, smooth hair texture.
Overall, her cool, composed expressions suggest that beautiful hair can inspire confidence, which is a central message of the ad.
Kao Essential flat “Morning Routine” version / “Rainy Day” versionSho Sakurai, Mikako Tabe
Sho Sakurai and Mikako Tabe appear as a married couple in this commercial, which conveys that Essential makes getting ready easier, starting from their exchange before going out.
Because the hair is so smooth, heat styling works better and getting ready to go out finishes smoothly, leading to more fulfilling time.
A key point is that Sakurai, who is watching, also senses how smooth the preparation is and how beautiful she looks, emphasizing beauty that’s obvious at a glance.
It also appeals to people troubled by unruly hair, saying it becomes more manageable.
The positive tone is also memorable.
Kao Essential “Bedhead Fix, Easy-Peasy” AdTetsurō Degawa
This commercial features Tetsuro Degawa listening to people who struggle with bedhead and, from there, proposing a new Essential.
The way he talks comically about their worries and usual countermeasures while sporting bedhead himself conveys that it’s a concern everyone can relate to.
By also showing how things change when Essential is introduced, the ad boosts the viewer’s desire to give it a try.
The scenes of people chatting with smiles also give the impression that it highlights ease of use and a sense of reassurance.
Kao Essential: ‘Don’t be mean to your hair!’ VersionRola
This is a commercial in which Rola raises awareness about hair damage and then recommends Essential.
It calls out how everyone is damaging their hair without realizing it and conveys that Essential can solve those concerns.
A striking point is the visual transformation of the hair: at the beginning, it’s frizzy and shows signs of damage, while by the end it appears smooth and glossy.
You can also sense the message that even if you feel your hair is damaged, don’t give up—use Essential to work toward improvement.
Essential commercials. A compilation of commercials for the hair care brand by Kao (21–30)
Kao Essential The Beauty “Go for it, Bold-Cute” VersionAlice Hirose
This commercial conveys that being able to have your ideal hair is essential to everyday happiness—and that Essential makes it possible.
Featuring Alice Hirose and a variety of others, it focuses on showcasing hair, expressing daily joy through the overlap of beautifully flowing hair and smiles.
By clearly explaining which ingredients protect your hair’s beauty, it also communicates ease of use and peace of mind.
It further suggests that because your hair is protected, you can try styles that aim for even greater beauty.