Essential Brand Launches New CM "Too Smooth and Shiny! Essential! (LOVE machine)" Featuring Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA (NiziU) on April 13
Kao Corporation's hair care brand "Essential," celebrating its 50th anniversary, announced a new advertising campaign. The campaign features a new catchphrase "Too smooth and shiny! Essential!" and new models Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA from NiziU. The first commercial, titled "Too smooth and shiny! Essential! (LOVE machine)" will air nationwide from April 13, 2026, featuring Morning Musume's song "LOVE machine."
📋 Article Processing Timeline
- 📰 Published: April 13, 2026 at 13:00
- 🔍 Collected: April 13, 2026 at 16:35 (3h 35m after Published)
- 🤖 AI Analyzed: April 13, 2026 at 20:00 (3h 25m after Collected)
Kao Corporation's hair care brand "Essential" is celebrating its 50th anniversary. To mark this, Essential has launched a new advertising campaign with the catchphrase "さらツヤすぎる！Essential！" (Too smooth and shiny! Essential!). Four new advertising models have been appointed: Mei Hata, Rinka Kumada, Mayu Yokota, and RIMA (NiziU). Their first commercial, "さらツヤすぎる！Essential！（LOVEマシーン）" (Too smooth and shiny! Essential! (LOVE machine) version) will begin airing nationwide on April 13, 2026. The CM features the song "LOVE machine" by Morning Musume. The official CM video is available at https://www.youtube.com/watch?v=g5df0iwBGv0. Making-of footage and other web videos are also available on Essential's official social media channels (X: https://x.com/essential_jp, Instagram: https://www.instagram.com/essential_jp/, TikTok: https://www.tiktok.com/@essential_jp).