2017년 4월 3일 월요일

Essential (shampoo)

Essential (shampoo)

The essential (Essential) is a brand name of the hair care which Kao releases.

Table of contents

Product summary

  • It releases it in form deleted for a noren from "カオーフェザー" brand in March, 1976 (as for the notation "Kao feather essential shampoo"). The conditioner was released several months late. I appointed talent, Hiroko Hayashi as first CM and used the phrase "which you might shampoo every day".
  • It is a high hair care brand of the longtime seller product which is next to "a merit" of the company with a product of the succession of the "カオーフェザー" series which already finished sale, and is sold more than 40 years and the popularity.
  • The existence of "the cuticle" which covered up appearance of the hair came to be known widely, and the expression of "the ring of the angel" to express luster of the hair was generalized by TV CM of this "essential". I contained specific hair care ("a dresser" "a cape" "brushing care" "roux nets") which I did including "essential" after improved new sale of 1978 more and "it was healthy and started a cuticle care campaign with hair with the brightness" and I appointed actress, Satomi Tezuka as a character and broadcasted CM.
  • I put rinse water after the shampoo in a beaker and picturize expansion to express that a cuticle falls off by shampoo in this CM and emphasize damage to hair by the shampoo by projecting the cuticle which falls off it, and floats. It was contents to recommend an opening product to prevent this.
  • A former phrase was projected at a spot in the last of CM of these products by the screen of the green tract of land. This campaign is continued until the early 1980s. But this campaign is applied to a former specific product, and CM is not applied to televised "merit" and "カオーフェザーオイルシャンプー conditioner" (sale cancellation), "カオーフェザークリームシャンプー conditioner" (sale cancellation) for other company's hair care, e.g., the same period.
  • In addition, chopping fine entered the side and the pump part (as for the regular mini-size the upper cap) of the shampoo bottle as it was in condition to have closed the eyes from October 1, 1991, and being able to distinguish the rinse from shampoo. This idea was adopted with "essential" for the first time and was applied to the shampoo of other brands which Kao released afterwards. And it spread out in the whole industry by Kao withdrawing the application of the utility model, and having worked on the industry companies. For introduced in January, 2016, repacking it, about "eco pack, add chopping fine to a cap for sense of touch identification easily".
  • CM was starring, and "I reduced damage, and, at the time of the summer of 1993, Risako Shitara was a title by use in a phrase to be smooth to the point of a brush.".
  • Of shampoo and the conditioner repack it, and "an outsize for repacking it" is set in business for some stores and the EC sites such as home centers. The beginning of release was of 1.2L usually equivalent to approximately 3.5 of the size, but I reduced inner capacity with a renewal of August, 2016, and it was 1.08L usually equivalent to for of the size approximately 3.2 (as for the outsize for repacking it on the product information page of Kao non-publication).

History of the series

  • In (1976), the series of "Kao feather essential" (as for the bottle, transparent to a green liquid) was released at first, and "essential conditioning" (as for the bottle, transparent to an orange liquid) was released in 1981.
  • After that the essential greatly separates you and is divided into two types of green system and the orange system and was released, but I come to be gathered in after 2000 by orange pro-"essential damage care".
  • I added treatment in September, 1985 and employed Eriko Kusuda to CM character at this chance (in CM pro-orange from July of the year).
  • It released the shampoo of the product "essential damage care" orange at the time and a pink conditioner in April, 1993.
  • When "essential damage care" was renewed in September, 1997, is set to a current product to shampoo and a conditioner; "repacked it, and founded business".
  • I renovate "essential damage care" entirely in August, 2006. I added it to "a rich premiere" (Rich Premier) to succeed an orange system bottle adopted for conventional "essential damage care", and I added "nuance air Lee" (Nuance Airy) who adopted a pink system bottle, and it was 2 line systems, and the special site that called itself "pretty をつくる .com" was established.
  • Furthermore, after 2007, various products which did not exist come to be released with conventional "essential" including a hair pack and the treatment not to wash away in addition to shampoo conditioner treatment. In addition, as for the shampoo conditioner treatment, a renewal is carried out every two years after 2006.
    • January, 2007: It releases leave-in type penetration care treatment "point of a brush concentration dry care extract".
    • August, 2007: It releases a treatment "intensive repair hair pack" of the jar type that combined "high-purity honey & protein" 3 times in comparison with a conditioner.
    • January, 2008: It releases the treatment "treatment water" which the water type to use before styling does not wash away.
    • August, 2008: I combine hair repair ingredient "ウルトラシャインエッセンス" (lanoline fatty acid) and renew a shampoo conditioner treatment, point of a brush intensive deep care pack (only as for the rich premiere), hair pack entirely.
    • January, 2009: "Point of a brush concentration dry care extract" changes its name to "the luster liquid cosmetics of the point of a brush concentration angel" and I renew it and release it.
    • August, 2009: I combine shea butter newly and renew "a hair pack".
    • January, 2010: It releases three kinds of hair treatment "hair make treatment" to use before styling (the September, 2013 production end).
    • August, 2010: I combine shea butter combined with "a hair pack" newly and renew shampoo conditioner treatment entirely (I repack it with the pump size of the shampoo conditioner in addition, and change pump size repacks capacity 550 ml of → 530 ml among business for: 400 ml of → 380 ml). I design "the rich premium point of a brush intensive deep care pack" and renew it.
    • January, 2011: I prescribe it and improve "the luster liquid cosmetics of the point of a brush concentration angel" and I change the brand name to "the point of a brush concentration cuticle liquid cosmetics" and renew it and release it.
    • August, 2011: I renew "treatment water" after prescription improvement and release it.
    • August, 2012: I increase a cuticle repair ingredient (lanoline fatty acid) in quantity and improve shampoo conditioner treatment entirely. The hair pack combines the heat damage care ingredient (polyglycerin -3) in addition to the increase in quantity of the cuticle repair ingredient and I change my name in "an intensive repair hair pack" and renew it and release it. In addition, I repacked it with shampoo and the pump size of the conditioner, and the business changed the inner capacity (pump size repacks 530 ml of → 500 ml for: 380 ml of → 360 ml).
    • September, 2012: Use it for dry hair before the shampoo; use it up, and release the sustained treatment "high penetration gel before the shampoo" of the type (the July, 2014 production end).
    • February, 2013: I package shampoo conditioner treatment and renew it.
    • May, 2013: It releases three articles of treatment not to wash away of "the cuticle repair mist" which "cuticle repair milk "・" cuticle repair oil" to use after night shampoo as a succeeding product of "point of a brush concentration cuticle liquid cosmetics" uses before styling morning as a succession product of "the treatment water".
    • November, 2013: It releases limited number of article "floral vanilla notebooks" (it is usually three points of sets of shampoo pump size + conditioner pump size + treatment mini (sample), but the pump pair set specifications not to be accompanied by a treatment mini at the part stores such as COSMOS Pharmaceutical exist the setting only for set products).
  • August, 2014: Complete reform full-scale after an interval of eight years. I corrected a brand name in "essential", and pink pro-"damage care nuance air Lee" changed the name to "air Lee Moi strike" (AIRY MOIST) each, and "the damage care Rich premiere" of the orange system added a green pro-new line "free & mousse" (FREE & SMOOTH) that revived since the production end of "the beauty care" after an interval of 14 years to "rich damage care" (RICH DAMAGE CARE), and it was 3 "essential" first line systems. In addition, shampoo and the conditioner repack it with pump size and change capacity among business (pump size repacks 500 ml of → 480 ml for: 360 ml of → 340 ml). A cap moved the regular size of the conditioner in the lower part from the upper part.
  • May, 2015: The oil type "CC oil which renovates a lineup of the treatment not to wash away after an interval of approximately two years, and becomes the succeeding product of "the cuticle repair oil"," it is release with three kinds of "the care milk a succession product of "the cuticle repair milk" and a milk type for the night when it is the succession product of "the cuticle repair mist" and a mist type "speedy care mist" for the morning when it is in the night".
  • January, 2016: Of the shampoo conditioner repack it, and improve business. Establish the gusset in the upper part, and change the nozzle to the screw-type cap, and become straight independent like a bottle, and set it right above a pump bottle upside down, and drop a liquid from the top, and repack it; it was "a pack easily" (in this way became the slim shape, but sense of touch identification のきざみを enter the cap upper part of the shampoo for identification again, and conventional products and same amount (340 ml) divides the color of the cap into the inner capacity with shampoo and a conditioner more); [1]. In addition, with the thing that I repack it and introduced into business of "the merit" that I renewed in April of the year, I change a name of it to "eco pack easily" from the same period.
  • August, 2016: I renew a shampoo conditioner and change my name to a cuticle care shampoo cuticle care conditioner. A package was renovated by a white basic tone, and, as for the series of the orange, as for the pink series, the green series changed its name from the series name to "quickly smooth hair" from "a free & mousse" to "luster hair sold softly" from "air Lee Moi strike" to "moist luster hair" from "rich damage care" each. At the same time, it releases the treatment "cuticle extract" of the gel type to use after shampoo.

Green series

  • Kao feather essential (from 1976 to 1977)
  • カオーフェザー essential (from 1978 to 1980)
  • "カオーフェザー" of the upper essential (from 1980 to 1983) - label is replaced in "Kao"
  • Essential cuticle care (from 1983 to 1989) - one-touch cap first adoption, pump size is set later
  • Essential natural styling (from 1989 to 1993) - bottle becomes semitransparent
  • Essential styling (from 1993 to 1997)
  • Essential beauty care (from 1999 to 2000)
  • I repack it in the series of essential-free & mousse (from August, 2014 to August, 2016) - green for the first time, and business is set
  • Essential rustles mousse hair (as of August, 2016 -)

Series of the orange

  • Essential conditioning (only orange rinses its only shampoo pinkness) (from January, 1981 to March 31, 1993)
  • Essential damage care (only orange rinses its only shampoo pinkness at first) (from April, 1993 to September 21, 1997)
  • Essential damage care (shampoo conditioner treatment) (from September 22, 1997 to August, 2000)
  • Essential damage care (shampoo conditioner treatment) (from August, 2000 to August, 2006)
  • Essential damage care Rich premiere (from August, 2006 to July 31, 2014)
  • Essential Rich damage care (from August, 2014 to August, 2016)
  • Essential moist luster hair (as of August, 2016 -)

Pink series

  • Essential damage care nuance air Lee (from August, 2006 to July 31, 2014)
  • Essential air Lee Moi strike (from August, 2014 to August, 2016)
  • Luster hair (as of August, 2016 -) which sells essential softly

Other

  • Essential treatment (from 1985 to 1991)
  • Essential split hair prevention treatment (from 1991 to 1997)
  • The product which held essential II (from October, 1996 to 1997) - consumption in check to half of conventional products.
  • Sabra in with treatment corresponding to the hair particularly damaged by repetition of essential color damage care (from September, 2004 to September, 2006) - coloring.

Current lineup

  • Cuticle care shampoo (moist luster hair / luster hair / rustles mousse hair to sell softly)
  • Cuticle care conditioner (moist luster hair / luster hair / rustles mousse hair to sell softly)
  • The mini-set for the carrying of mini-set (moist luster hair / luster hair / rustles mousse hair to sell softly) - shampoo and the conditioner.
  • Cuticle extract (moist luster hair / luster hair / rustles mousse hair to sell softly)
  • Treatment (rich damage care / air Lee Moi strike) - treatment is sold as an old line name continuously
  • It produces it in intensive repair hair pack (rich damage care / air Lee Moi strike) - September, 2016 and is finished and plans it
  • Speedy care mist
  • CC oil
  • Knight care milk

Each generation CM performer

As of August, 2016

The past

From August, 2014 to July, 2016
From March, 2013 to July, 2014
From August, 2012 to February, 2013

※Sasaki was appointed from January, 2010. Because Nagasaku was appointed over from 1998 to 2000, it became for the first comeback in 12 years. Oshima was a member of AKB48 at the time of appointment.

From August, 2010 to July, 2012
  • Yoshitaka Yuriko
  • Vivian Hsu
  • Matsuko deluxe (only a version comes up just a little last with the beginning of CM for 30 seconds and is in charge of the narration.in November, 2010 -)
From August, 2009 to August, 2010

団 which assails kava

※Kuzuoka, Nanami, Aizawa were the members who had been appointed as "lovely をつくる .com" in the past.

From August, 2006 to July, 2009
From March, 1976 to March, 1993
  • Hiroko Hayashi - カオーフェザー essential
  • Satomi Tezuka (notation) - カオーフェザー essential, essential
  • Kumi Nakamura - essential
  • Akebi Inamitsu - essential
  • Hiroko Mita - essential essential conditioning (shampoo conditioner)
  • Akina Nakamori - essential cuticle care (shampoo conditioner)
  • Chiemi Hori - essential cuticle care (shampoo conditioner)
  • Kumiko Goto - essential cuticle care (shampoo conditioner)
  • Isako Washio - essential natural styling (shampoo conditioner)
  • Hitomi Aki - essential conditioning (shampoo conditioner)
  • Fushimi Marie - essential conditioning (shampoo conditioner)
  • Keiko Takeshita - essential conditioning (shampoo conditioner)
  • Eriko Kusuda - essential treatment, essential conditioning (shampoo conditioner)
  • Mayumi Wakamura - essential treatment, essential conditioning (shampoo conditioner)
  • 大内麻莉 - essential split hair prevention treatment
  • Misako Endo - essential natural styling (shampoo conditioner)
  • Kaori Takahashi - essential natural styling (shampoo conditioner)
  • Risako Shitara (existing: Risako Miura) - essential conditioning (shampoo conditioner)
From April, 1993 to August, 2004
From September, 2004 to July, 2006

※I was televised in CM for two years called "I series of those days".

Development in foreign countries

  • "The essential" was a brand sold only in Japan so far, but started release in March, 2009 sequentially in Taiwan, Hong Kong, and went into the Asia region [2]; [3]. It released shampoo, conditioner, three articles of the treatment in these 2 areas and added "a hair pack" to a lineup in April, 2010. It is released in "逸萱秀" in Taiwan, and "the lovely をつくる .com is developed, too".
  • In addition, I started release in Thailand and Singapore in September of the year [4]. It is developed only shampoo and a conditioner in Thailand. Capacity in Japan is different, and there is with a tube difference between a conditioner.
  • It released shampoo, conditioner, three articles of the treatment in Singapore, and it was a brand name of "Intensive Hair Mask" in January, 2010, and a hair pack was the existing place name of "Nuance Airy Anti-Frizz Serum" and "Rich Premier Nourishing Care Lotion" in June of the year, and "the luster liquid cosmetics of the point of a brush concentration angel" were added. Even a sea bream added "Intensive Hair Mask" (hair pack in Japan) in 2010.
  • In addition, the container of the shampoo conditioner treatment followed a previous generation, but I was renovated entirely each in Singapore in Taiwan, May of the year in April, 2011, and "the point of a brush concentration cuticle liquid cosmetics (luster liquid cosmetics of the former point of a brush concentration angel) were renewed in Singapore, too". Even a sea bream was renewed in the spring of 2011, and a hair pack was added. "The treatment water was added later in Taiwan, too".
  • I received the renewal of the product for Japanese country of August, 2012, and Singapore, Taiwan, Hong Kong and sequentially full-scale improvement were performed in September of the year, and product and container designs for country were unified. In addition, I added a type "pure lease mousse" to be gathered up quickly that adopted the bottle of the beige system as a product for first foreign countries (as for the pure lease mousse the setting only for shampoo and a conditioner).
  • Of the treatment not to wash away in Singapore, Taiwan, Hong Kong following the fact that treatment not to wash away in Japan in May, 2013 was renovated either it was performed sequentially replacing it, and even Taiwan released "cuticle repair milk" and "cuticle repair oil" with "cuticle repair oil" and "cuticle repair milk" with the existing place name of "Leave On Hair Serum" and "Leave On Treatment Milk" in 3 items of "cuticle repair milk "・" cuticle repair oil "・" cuticle repair mist" by a lineup same as Japan in Taiwan in September of the year each in Singapore in May of the year in March, 2014 ("the cuticle repair mist" is still less released in Singapore and Taiwan).
  • I received the full-scale complete reform of the shampoo conditioner treatment hair pack for Japanese country of August, 2014, and a shampoo conditioner treatment hair pack was renovated entirely in Taiwan, Hong Kong in Singapore in October of the year in September of the year. As for the lineup, it was in 4 lines of blue pro-bottle "Deep Cleansing Care" at the cleansing line for exclusive use of the product for foreign countries that beige pro-bottle "Light Finish Volumizing" of the product "pure lease mousse" succession for foreign countries founded for a renewal in total pink pro-bottle "Moisturizing Frizz Free" equivalent to "air Lee Moi strike" for Japan bottle "Nourishing Breakage Defense" of the orange system equivalent to "rich damage care" for Japan (in addition, in "Light Finish Volumizing" and "Deep Cleansing Care" the setting only for shampoo and a conditioner). As for the size orchid nap, a bottle and a pump (in Hong Kong only as for the pump) are prepared for as well as Japan, and the bottle is of 200 ml same as Japan, but, as for the pump, 750 ml that is capacity of approximately 1.56 times for Japan is containing it. I repack it in Taiwan, and the business is set, but it is large-capacity, and 600 ml that is capacity of approximately 1.76 times for Japan in total becomes with it. In addition, the entering of the regular bottle 2 double quantity for Japan 400 ml is set in a bottle type, too [5].
  • Following the fact that treatment not to wash away in Japan in May, 2015 was renovated, it releases "CC oil" and "knight care milk" with the existing place name of "日間五效煥髮菁華油" and "夜間長效修護菁華乳" in Taiwan in July of the year. It releases "CC oil" and "knight care milk" in Singapore in August of the year. It released "CC oil "・" speedy care mist "・" knight care milk" with the existing place name of "5 效修護 CC oil "・" 瞬滑抗熱美髮水 "・" 保濕修護乳霜" in Hong Kong in September of the year (in addition, "the speedy care mist" becomes non-release in Taiwan, Singapore).
  • It releases bottle "Tame & Control" of the purple system to become the line for exclusive use of the foreign countries that are new in October of the year more. After it was released in Taiwan, I started release in Hong Kong in June, 2016 [6].

Footnote

  1. Repack the new container which balanced environmental consideration with ^ usability; business "easily pack" development - Kao Corporation news release November 10, 2015 (January 12, 2016 reading)
  2. Is Taiwan by ^ "essential damage care"; new sale - Kao Corporation news release February 10, 2009
  3. Is Hong Kong by ^ "essential damage care"; new sale - Kao Corporation news release March 9, 2009
  4. Is Thailand and Singapore by ^ "essential damage care"; new sale - Kao Corporation news release August 31, 2009
  5. Is Taiwan, Singapore, Hong Kong with ^ Kao, "essential"; renewal - Kao Corporation news release October 8, 2014
  6. ^ "all "逸萱秀美型抗蓬亂系列" new marketing" (press release), (October 1, 2015), http://www.kao.com/tw/corp_news/2015/20151001_001.html July 16, 2016 reading. 

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