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 (21–30)
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.
Kao Essential The Beauty “Hair Texture Beauty Series Declaration” VersionAlice Hirose
This commercial promotes the idea that using Essential gives you smooth hair that feels beautiful to the touch.
It depicts Alice Hirose touching her own hair, and her smile conveys the exhilaration of having beautiful hair.
The song that further highlights the bright, uplifting atmosphere shown in the visuals is yama’s “The World Ought to Be Beautiful.” With its striking string arrangements, the song’s grand sound strongly conveys a forward-looking attitude and a clear, radiant feeling.
Kao EssentialNana Seino, Ryo Narita, Ryuji Akiyama
In a commercial that aired in 2017, Ryuji Akiyama of Robert—who became hugely popular through Creators File—appears.
Many related web movies were uploaded to YouTube, and it became a hot topic.
The song features English lyrics written by Kap.
Kao EssentialSILVA
In a 2001 commercial, singer SILVA appeared and performed a cappella within the ad.
Her overwhelming, powerful vocals made it a highly appealing commercial that really spurred the desire to buy.
At the time, SILVA was hugely popular for her big-sister persona and candid, no-nonsense talk.
Kao EssentialFumino Kimura
In a commercial aired in 2017, Fumino Kimura appeared.
Ai-in, which handled the music, is a company that plans and produces commercial music as well as music for TV, radio, and films.
Maia Hirasawa, who has sung the Essential commercial song multiple times, is also affiliated with Ai-in.