“Keeps Straight Hair Smooth Without Stiffness” is a Hit! Kao's 'Cape for Straight' Exceeds 700,000 Units Shipped, Winning Multiple Awards in Beauty Media's Best Cosmetics Features

Kao Corporation's hair styling brand 'Cape' has announced that its product 'Cape for Straight,' launched in March 2026 and designed to maintain smooth, straight hair without stiffness, has surpassed a cumulative total of 700,000 units shipped*1, thanks to strong support from many customers.

Furthermore, the product received first place in several beauty media's best cosmetics features, including 'WWDBEAUTY 2026 First Half Best Cosmetics: Styling Products & Hair Care Category, Drugstore & Variety Store New Product,' '@cosme Best Cosmetics Awards 2026: First Half New Best Hair Styling,' and 'LIPS Best Cosmetics 2026: First Half New Award, Hair Spray Category.' It was also selected for 'Nikkei Trendy 2026 Second Half Breakout Forecast,' indicating high acclaim.

*1 Cumulative shipment quantity of Cape for Straight 140g and 50g units shipped from March 16 to June 23, 2026. Survey by Kao.

'Cape for Straight' is a hair spray that can keep straight hair styled for up to 10 hours while maintaining a smooth texture without stiffness. Its unique texture-keeping formula coats each strand of hair, blocking humidity and static electricity, which are the main causes of hairstyle collapse. It prevents hair from becoming frizzy over time, maintaining manageable straight hair until the evening.

Aligning with the growing demand for natural-looking straight hair in recent years, the product gained traction on social media even before its launch. After its release, customer feedback such as 'It keeps my hair straight without stiffness' and 'I can still run my fingers or a brush through it' poured in. The new proposition of a 'non-stiffening Cape' overturned the brand's traditional image of 'Cape = stiffening,' capturing the interest of many consumers.

With this support, the cumulative shipment volume exceeded 700,000 units*1 in approximately three months since its launch, achieving about three times the initial target for market share in the hair spray category.

This product not only supports hairstyle maintenance for those troubled by frizz and waviness due to humidity during the rainy season but is also expected to be a valuable item during the summer demand period when concerns about hairstyles collapsing due to sweat and humidity are high.

◇ Award List

'WWDBEAUTY 2026 First Half Best Cosmetics: Styling Products & Hair Care Category, Drugstore & Variety Store New Product' - 1st Place

'@cosme Best Cosmetics Awards 2026: First Half New Best Hair Styling' - 1st Place

'LIPS Best Cosmetics 2026: First Half New Award, Hair Spray Category' - 1st Place

'Nikkei Trendy 2026 Second Half Breakout Forecast' - Selected

◇ Factors for Strong Performance

1 Support for the New Value Proposition: 'Keeps Straight Hair Without Stiffness'

In recent years, while the desire for 'smooth, straight hair' has increased, many people have expressed a need to 'maintain smooth straight hair' despite issues like 'hairstyles collapsing by evening even after ironing' or 'hair becoming frizzy due to humidity on rainy days.' Additionally, some individuals hesitated to use hair sprays due to the traditional image of 'Cape' as a product that 'stiffens hair.'

Therefore, 'Cape for Straight' proposed a new value of 'keeping hair without stiffness' while leveraging Cape's unique holding power. After its launch, feedback such as 'It keeps my hair straight and smooth without stiffness' and 'My perception of hair spray has changed' was received. It is believed that capturing the unmet need of 'wanting to maintain smooth straight hair' led to widespread customer support.

2 Gained Traction on Social Media Before Launch, Expanding Word-of-Mouth

'Cape' celebrates its 50th anniversary this year, and it has continuously evolved by responding to the voices of its loyal users. This time, for Cape users, pre-launch information was disseminated with the keyword 'Cape, but it doesn't stiffen!?' to generate surprise and anticipation for a 'non-stiffening Cape' due to the gap with the conventional Cape image. As a result, there was a significant positive reaction on social media before the launch, with numerous comments such as 'I wanted a non-stiffening Cape' and 'I'm definitely buying it.'

Product Features

Keeps smooth straight hair without stiffness <up to 10 hours>

Features a texture-keeping formula that coats each strand of hair, blocking 'humidity' and 'static electricity,' the main causes of hairstyle collapse. Maintains smooth straight hair without frizz until evening.

Does not become stiff or crunchy, leaving a smooth touch

UV cut effect to prevent UV damage

Prevents flyaways

Fragrance-free

※ Manufacturer's suggested retail price is not set.

'Cape' Brand Site & Official Social Media

Brand Site

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TikTok