NewJeans appears! The second new TV commercial for Kao’s “Essential” is here! For the first time in Japan, the members perform a dance in a commercial! Pay attention to their sharp, flowing movements with their “soft and smooth hair”

The second TV commercial featuring NewJeans, “Sports Festival,” has the key message “A sparkling morning begins,” and expresses the liveliness and freshness of the young generation that “Essential” targets through the “Sports Festival.” The theme is also perfect for the upcoming “Autumn of Sports,” and depicts the members participating in various competitions and putting their all into them.

In this video, you can see the NewJeans members getting ready in the morning on the day of the sports festival, and then enjoying the event to the fullest with their friends. This is also the first time NewJeans has performed a dance in a Japanese commercial, and you must see the five members dancing to the song “Bubble Gum” with their smooth, silky hair flowing in the wind.

This commercial also shows the members’ beautiful, smooth and flowing hair as they compete in various sports and dances, and is packed with the appeal of the “Essential” series of products.

In this commercial, the NewJeans members demonstrate the features of “Essential,” which keeps your hair smooth and silky even after you wake up and move around all day. The commercial progresses from the start of the morning with the theme of the “Sports Festival” to the members enjoying the event with serious looks on their faces. In the morning scene, DANIELLE lets her hair down in the bathroom, feeling the smoothness of her hair as she anticipates the start of a wonderful day. HAERIN has a serious look on her face as she lets her hair flow beautifully during the relay. MINJI ties his hair back and gets pumped to take first place in the relay. HANNI enjoys “pop-ball smashing” with a big smile. HYEIN smiles with joy at winning. The commercial includes scenes of the five members enjoying the sports festival.

In addition, to get the excitement going, they also performed a dance to the CM song “Bubble Gum.” Don’t miss their sharp dance moves with their “silky, smooth hair” flying in the wind.

●CM Title: Essential Premium “Sports Festival”

●Broadcast start date: Monday, August 26, 2024

● Broadcast area: Nationwide TV commercial

●New CM video URL 15 seconds:http://youtube.com/watch?v=cXCa6xzzD7U

30 seconds:http://youtube.com/watch?v=dK76ilnW6Ok

The making-of video shows the five NewJeans members smiling between serious expressions during the commercial shoot, and filming in a friendly atmosphere. There are also scenes where they can be seen messing around with each other during breaks in filming, showing just how close they are.

●Making of video URL:http://youtube.com/watch?v=S8uUcQzEVZU

Q1. What are the highlights of this shoot?

HANNI: The point of this commercial is the natural look that is typical of NewJeans.

I worked hard so that I could show you smooth and shiny hair.

HAERIN: I was filming a running scene, and I worked hard to make my hair look smooth and shiny for that scene.

Q2. What do you pay attention to when taking care of your hair?

MINJI: Not only when I’m dancing, but I also use it in my everyday life to keep my hair smooth and shiny.

I always give my hair a massage when shampooing, and I also use a hair treatment every night.

Q3. Do you have a routine for starting your morning off right?

HYEIN: I feel like taking a shower in the morning keeps me feeling fresh until I go to bed that night.

So, I like to wash my hair in the morning with a really nice smelling shampoo.

Q4. Finally, please tell us your impressions of the shoot.

DANIELLE: Personally, I really liked the fact that it was a different concept from the last shoot.

Especially since I was able to show the members having fun together in this space,

It looks like it’s going to be a very fun project.

All members: Please enjoy this video too!

■We are running a store purchase campaign where you can win an “Essential with NewJeans mini poster set”!

To coincide with the airing of this commercial, the second installment of the “Essential with NewJeans Gift Campaign” will begin on Monday, August 26, 2024. Customers can win an “Essential with NewJeans Mini Poster Set” by purchasing the “Essential” series. A receipt for any purchase of eligible products worth 2,000 yen or more (tax included) will count as one entry, and 500 people will be selected by lottery to win the set.

The mini poster set consists of six A3-sized posters, including one with all the members together and five individual posters of each of the five members.

Application period: Monday, August 26, 2024 to Monday, October 7, 2024

Eligibility: Purchase Essential series products for 2,000 yen or more (tax included)

*Receipt eligible period: August 26th (Monday) to September 30th (Monday)

URL:https://www.kao.co.jp/essential/topics/240826_campaign/

■Immerse yourself in the world of the new commercial! “Essential Brand Booth” to be exhibited at the 24th JAPAN Drugstore Show

In conjunction with the start of the second communication, the “Essesntial Brand Booth” where visitors can experience the new worldview of the Essential brand will be exhibited at the Kao booth at the 24th JAPAN Drugstore Show. A photo booth will be set up where visitors can freely take commemorative photos with a “giant panel of the five members” taken in the new commercial in which NewJeans appears as the backdrop. Those who take photos of the inside of the booth and post them on social media will receive an “Essential product” as a gift. In addition, all visitors to the booth will receive an “Essential original rabbit sticker.”

*The sale will end once all products and stickers have been distributed. Also, admission may be restricted if the venue is crowded.

[Event Summary: 24th JAPAN Drugstore Show]

Location: Tokyo Big Sight, East Hall 6, Beauty Care Zone, Kao Booth

Event period: August 30th (Fri), 31st (Sat), and September 1st (Sun), 2024, 10:00-17:00

*Only buyers can visit on Friday, August 30th (the general public cannot visit)

JAPAN Drugstore Show official website:https://www.drugstoreshow.jp

■Cast Profile
[New Jeans]

NewJeans is a five-member group consisting of MINJI, HANNI, DANIELLE, HAERIN, and HYEIN from ADOR, who debuted on July 22, 2022. They swept charts around the world with their debut songs “Attention” and “Hype Boy.” They achieved 1 billion combined Spotify streams in the shortest time (219 days) for a K-POP group, and were recognized by the Guinness World Records in the UK.
NewJeans’ 2nd EP ‘Get Up’, released in July 2023, ranked first on the US Billboard 200 (as of August 5, 2023), and all three title songs charted on the Hot 100. In addition, it sold a total of over 1.65 million copies in its first week of release, the second highest first week album sales by a female K-POP artist. With three consecutive million-sellers, NewJeans has shown remarkable growth in just one year since their debut.
In August 2023, they became the first K-pop girl group to perform at the large-scale American music festival Lollapalooza Chicago, and captivated an audience of approximately 30,000 people on the main stage at Japan’s leading music festival, SUMMER SONIC 2023.
On December 30, 2023, they made their first appearance at the 65th Japan Record Awards, winning the Excellence Award for “Ditto” and the Special Award for “ETA.” On December 31 of the same year, they made their first appearance at the 74th NHK Kouhaku Uta Gassen, performing a special medley of the three songs “OMG,” “ETA,” and “Ditto.”
In addition, they released singles in May and June 2024, and made their Japanese debut with “Supernatural” on June 21. On the 26th and 27th of the same month, they held a concert at Tokyo Dome in the shortest time (1 year and 11 months) for a foreign artist to debut, and all tickets were sold out.

■ Product Overview

[About the “Essential Premium” series]

“Essential” has begun rebranding with the new brand concept of “Brighten Me Up! “. As the first step, the “Essential Premium” series was released on April 13, 2024. This series is a renewed product of the “Essential THE BEAUTY” barrier series, and the packaging has been redesigned with an aurora motif common to the series. The design is designed to make you feel excited from the moment you meet it.

[About the “Essential Basic” series]

As the second step in the rebranding of “Essential,” the Basic Series of “Essential” will be renewed on August 31, 2024. This time, all products in the Basic Series will contain moisturizing ingredients (high-purity honey and protein*1) that fill hair with moisture, and the packaging will also be redesigned with the aurora motif common to the “Essential” brand.

*1 Honey, hydrolyzed collagen (moisturizing)