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Shampoo commercials: A roundup of popular products’ ads from each manufacturer

Editor-in-Chief, RAG MUSICHane Keisuke
Editor-in-chief of RAG MUSIC. JFC-certified fact-checker. After working in a music studio and handling wedding sound, joined the RAG MUSIC editorial team in 2016. Experienced with a variety of instruments: marching band in elementary school, clarinet in junior high school wind ensemble, and drums in a band from high school onward. Drawing on my own musical activities and the experience gained through my work, I produce daily articles, including various song introductions, features on music festivals around the country, and live reports. In music, I enjoy not only rock from Japan and abroad but, lately, a wide range of J-pop as well.

There are so many different shampoo product lines released by various manufacturers that when you go to the shampoo aisle, there are so many options it’s hard to decide which one to buy.

And the fact that there are so many shampoos means there are just as many commercials being aired!

In this article, we’ll introduce a whole range of shampoo commercials all at once.

Commercials for products developed for specific genders and age groups are directed to match each target audience.

It’s fun to compare them and see the differences, so be sure to check out a variety of commercials.

Shampoo commercials. A roundup of popular commercials from each brand (31–40)

Straine: Messenger from the Straight StarTomohisa Yamashita

STRAINE Official “Messenger from the Straight Star” TV commercial 15 seconds (type A)

With a snap of Tomohisa Yamashita’s fingers, a woman’s hair transforms into smooth, straight locks! This is a commercial introducing Straine, a shampoo that eliminates waves and makes hair perfectly straight.

Launched as a new haircare brand in 2025, it has drawn major attention by appointing Yamashita as its brand ambassador.

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&be HAIR “always be together” versionHaruna Kawaguchi

&be HAIR『always be together』

This commercial for &be HAIR features Haruna Kawaguchi standing by the water’s edge, leaving a strong impression.

She talks about how satisfied she is with the texture of her hair after using &be HAIR, which likely made many viewers feel, “I want to try it.” The beautiful seaside footage at dusk is another highlight, making it a commercial that leaves a lasting impression after just one viewing.

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Kao Merit THE MILD “Everyone Feels Good” VersionHidetoshi Nishijima

Hidetoshi Nishijima talks about family cleanliness: “Becoming clean means thinking of each other now.” New Kao ‘Merit’ commercial

This commercial conveys, through Hidetoshi Nishijima’s narration, that by using Merit, you can gently support your family’s cleanliness.

Nishijima’s soft-spoken voice and the smiling faces of the family on screen communicate everyone’s thoughtfulness.

It also highlights how, within that gentleness, you can truly feel the effectiveness—such as its mildly acidic formula and dust shield—another key point to note.

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Kao Merit DAY+ “Tried the Outdoor Shampoo” VersionShiori Ishikawa

Karin Ishikawa Kao Merit “Merit DAY+ Outdoor Shampoo” TV commercial

This is a commercial introducing outdoor shampooing with Merit DAY that eliminates hair greasiness whenever you’re worried about sweat.

It shows in refreshing visuals that with Merit DAY sprays and wipes, you can feel refreshed even after sports.

Watching Shiori Ishikawa’s expression brighten, the content also conveys an attitude of supporting youthful spirit.

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Kao Merit “Spring Mother and Daughter” (version)Rena Tanaka, Suzune Hikichi, Zenta Umegaki

[Rena Tanaka CM] Kao Merit Spring Mother and Daughter Version — Very heartwarming scenes!

This commercial warmly conveys the feeling of family, depicting a mother and daughter using Merit, talking about how it feels to use it and catching up on each other’s lives.

As they wash their hair, they share hair-related stories and celebrate small joys together—a scene of everyday happiness.

The exchanges of smiles between Rena Tanaka and her daughter further emphasize the happiness captured in the visuals.

The light, airy singing in the background also evokes the simple joys of daily life.

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Shampoo commercials. A roundup of popular commercials from each manufacturer (41–50)

Kao Merit 1988Yuriko Ishida

[Commercial 1988–94] Kao Merit 30 seconds × 8

This commercial highlights the cleansing power of Merit to remove dirt and protect the scalp, conveying that this leads to brighter days.

It features Yuriko Ishida washing her hair with Merit and letting her hair flow, with her smile expressing the joy of beautiful hair.

Enhancing the refreshing atmosphere of the visuals is Takako Okamura’s song “Kagayaki” (Radiance).

The piano-centered, dazzling sound and her soaring vocals convey not only a sense of freshness but also a positive, uplifting feeling.

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Kao Merit 2008Takashi Fujii, Otoha

[Commercial · 2008] Kao Merit

This is a commercial depicting Takashi Fujii and Otoha watching over their child, while also conveying that Merit is perfect for sweaty summer days.

A child enjoying summer to the fullest and working up a sweat, and the parents washing that sweat away with Merit to keep them comfortable—together, these scenes convey a gentle sense of happiness.

Further highlighting the tender atmosphere of the visuals is Hitomi Yaida’s “Dokidoki no Tsubomi.” The calm, piano-forward sound combined with her smile-evoking vocals really makes the happiness come through.

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