'Not Giving Up on Straight Hair' through Heisei and Reiwa: 'Proqualite', with Over 30 Years of Curly Hair Research, Releases a Brand Movie Peppered with Nostalgic Heisei Items

Utena Co., Ltd. has released a brand movie for 'Proqualite', a hair care brand created based on research into curly hair. The movie encapsulates the brand's desire, spanning over 30 years since its inception in 1991, through the changing eras of Heisei and Reiwa, to fulfill the 'ideal straight hair' of each individual suffering from curly hair. Proqualite Brand movie Don't give up on straight hair. PROQUALITE Brand movie ## Pay attention to the video interspersed with the 'Heisei' of those days, such as flip phones and shop bags! This brand movie depicts the 'desires of those troubled by curly hair', which remain unchanged even as the era shifts from Heisei to Reiwa, and Proqualite's stance of continuously responding to those feelings. We infused the message that we want to support positive daily lives, not 'giving up on the hairstyle you want because of curly hair', but 'being able to enjoy straight hair anytime because there is Proqualite'. In the video, nostalgic items symbolizing the 'Heisei' era, such as flip phones, shop bags that were popular at the time, and disposable cameras, are scattered throughout the footage. We expressed Proqualite's journey along with memories that colored each era. And it is a video that conveys our determination to continue supporting people who long for straight hair, even as times change.