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" 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).