Haircare Brand Straine's New CM "Straight to the Hair You Want" / "Straight → Arrangement" Featuring Ambassador Tomohisa Yamashita Released April 1st

Ai Robotics Inc. (Headquarters: Minato-ku, Tokyo / President and CEO: Makoto Ryukawa) is launching "Straine," a straight haircare brand. The brand offers two lines: [BASIC] for normal to thick hair and [SOFT] for fine hair, allowing users to choose based on their hair type. While pre-sales have been available at select retailers, the products will be launched nationwide in variety stores and drugstores starting April 1, 2026. In conjunction with the nationwide launch, new CMs for Straine featuring brand ambassador Tomohisa Yamashita, titled "Straight to the Hair You Want" and "Before After / Straight → Arrangement," will be released on the same day, April 1st.

The World of "Straight to the Hair You Want" Unfolds from a Straight Runway The "Straight to the Hair You Want" CM begins with a striking scene of Tomohisa Yamashita walking down a straight pink runway. As he catches a floating Straine bottle, the scene transitions to show hair transforming from straight to a desired style. This visually represents the brand message, "Straight to the Hair You Want," highlighting how straightening the hair's base not only achieves beautiful straight hair but also allows for easy and enjoyable styling and arrangements afterward. Accompanied by Yamashita's narration, "Now, from straight hair, create the style you desire," a woman's hair changes from straight to a glamorous arranged style. Another highlight is a captivating shot of Yamashita confidently running his hand through his hair and looking straight ahead. His natural yet sophisticated presence symbolically embodies Straine's brand image.

Style Transformation from Straight Hair to Desired Arrangements Depicted with a Fast-Paced Production The "Before After / Straight → Arrangement" CM depicts how Straine allows for versatile styling and arrangement of hair after creating a smooth base. Set to upbeat music and rhythmic visuals, the CM showcases transformations from smooth, frizz-free straight hair to various arranged styles. Pay attention to the scene where Tomohisa Yamashita transforms from straight hair to a dapper wet-look style, as well as the women changing their hairstyles to a popular 'Wang Hong' curled look and a light layered bob. The rapid succession of hairstyle changes synchronized with the impactful sound of "Straine, straight." is a must-see.

＜CM Overview＞

CM Title: "Straight to the Hair You Want" Release Date: April 1, 2026 Cast: Tomohisa Yamashita URL: https://youtu.be/ovkfhfjBp24

CM Title: "Before After / Straight → Arrangement" Release Date: April 1, 2026 Cast: Tomohisa Yamashita URL: https://youtu.be/d7xR6n_j_ks

CM Filming Making-of Also Released Simultaneously Tomohisa Yamashita appears in a gray setup in a studio with a straight pink runway matching Straine's bottle color. For the scene where he walks confidently down the runway, he meticulously coordinated the stopping positions and timing with the director and cameraman. Please also check out the making-of footage capturing Yamashita's sincere dedication to the shoot. Making-of & Interview URL: https://youtu.be/xcvI5zrWopc

Tomohisa Yamashita Interview Released ■ How did you feel about the significant positive response to your previous CM appearance? I received photos of the bus advertisements. Posters were displayed at Roppongi Hills, and I've been using the shampoo myself, which I'm grateful for.

How was today's CM shoot? As it was a CM for "Straine" (a straight haircare brand), the image of a long, straight road was very impressive, and I performed with a straightforward approach. I felt like I was walking on a runway and enjoyed the walk.

What are your thoughts on using the new Straine? It provides good manageability, and while many people have various hair concerns, I believe this product supports and helps with those concerns. I also thought the scent was carefully considered; it's a scent that can be a switch for you, whether it's the start or end of your day. It's a unisex scent that both men and women can use, with a certain gentleness, making it suitable for everyone. I found the refreshing, citrusy scent to be relaxing.

Which would you prefer to use, Tomohisa Yamashita: [BASIC] for normal to thick hair, or [SOFT] for fine hair? My hair is on the finer side, so I think I'd go with the pink one.

Brand Ambassador Profile

Tomohisa Yamashita Born in 1985, from Chiba Prefecture. Began his entertainment career in '96. Active in singing, dramas, movies, and commercials. Recently, he has expanded his acting career overseas, with his starring work "Drops of God" (joint production of Japan, France, and the US) winning the award for Best Drama Series at the 52nd International Emmy Awards, garnering significant attention. In 2026, he is scheduled to appear in the movie version of "The Innocent Lawyer" (Shoujiki Fudosan), his first Japanese film in 8 years.

Product Overview

STRAIGHT SHAMPOO[BASIC] / STRAIGHT TREATMENT [BASIC] For Normal to Thick Hair [Volume / Price] Main product 475mL / ¥1,980 each (tax included), Refill 400mL / ¥1,540 each (tax included) Shampoo & Treatment 1-time trial size 10mL / ¥165 (tax included)

〈BASIC〉 for normal to thick hair leads to supple and manageable hair. It washes while suppressing stiffness, conditioning hair that tends to be stiff or frizzy into a soft, manageable texture. Daily care prepares the hair's base, leading to hair that is easy to style and arrange. Scent of White Blossom, exuding a dignified transparency.

STRAIGHT SHAMPOO[SOFT] / STRAIGHT TREATMENT [SOFT] For Fine Hair [Volume / Price] Main product 475mL / ¥1,980 each (tax included), Refill 400mL / ¥1,540 each (tax included) Shampoo & Treatment 1-time trial size 10mL / ¥165 (tax included)

Newly launched as a new lineup tailored to hair types, [SOFT] for fine hair. It uses the "Straight Nano Shot Formulation," which micronizes ingredients to the nano level. By enhancing penetration into the hair's interior, it straightens frizz while maintaining lightness, leading to a fluffy, firm, and resilient finish. Scent of Berry Blossom for sophisticated adults.

Release Date / Retailers April 1, 2026 (Wed) Drugstores, Variety Stores, Official EC Malls Nationwide Launch

Haircare Brand "Straine"

Named by combining "straight" and "line," "Straine" embodies a return to fundamentals and origins, achieving authentic formulations through in-depth research of hair structure. With carefully selected repair ingredients and a unique repair design technology focusing on the internal structure, it delivers a new encounter with oneself for everyone struggling with frizz and waviness. We propose long-term straight haircare nurtured through daily routines. X: @straine.jp Instagram: @straine_official * Refers to a manageable, straight finger-combing texture.

Company Overview "Ai Robotics Inc."

With the corporate philosophy of "Creating New Freedom," Ai Robotics Inc. continuously creates brands utilizing AI technology. Currently, the company operates with its main brands including the haircare brand "Straine," the skincare brand "Yunth," and the beauty appliance brand "Brighte," expanding its product lineup.