TV anime “Yu Yu Hakusho” is teaming up with Premior, the premium line of LaSana hair care products for adult wavy hair, for a special new campaign. The project, titled “Kurama’s Beautiful Hair Tutoring School” (Kurama no Bihaku Shinan Juku), sees the beloved character Kurama appointed as a special instructor for achieving beautiful hair. Along with the launch of a new web commercial, the brand’s official social media accounts are hosting giveaways, and a limited-edition set featuring newly drawn artwork of Kurama and Youko Kurama will go on sale from September 15.
About the Collaboration
“Yu Yu Hakusho” is based on the manga by Togashi Yoshihiro, serialized in Weekly Shonen Jump. The TV anime, which aired from October 1992 to January 1995 across 112 episodes, follows Urameshi Yusuke as he returns to life as a Spirit Detective, fighting evil demons with allies Kuwabara, Kurama, and Hiei. The series celebrated its 30th anniversary in 2022, and a live-action adaptation starring Kitamura Takumi debuted on Netflix in December 2023.
One iconic moment that still resonates with fans is when Kurama is asked by his enemy Karasu, “Are you using treatment?” (Torītometo wa shiteiru ka?) — a line that has become a favorite among the fanbase. The new campaign is a playful response to that famous scene, acknowledging that Kurama, who has faced countless battles while damaging his hair, understands the importance of proper hair care. The generation that watched the TV broadcast in real time is now in their 30s to 50s, often dealing with waviness, dryness, and other hair concerns. Through this collaboration, Premior aims to deliver Kurama’s “beautiful hair guidance” to adults facing such hair challenges.
Web CM and SNS Giveaway
The web commercial combines newly drawn key visuals with footage from the original TV anime, evoking nostalgia for the era of CRT televisions. Narration is provided by Ogata Megumi, who voices Kurama in the anime.
Additionally, LaSana’s official X (formerly Twitter) and Premior’s official Instagram are running a giveaway for a total of 10 winners to receive a “Kurama & Youko Kurama Original Hair Brush.” To enter on X, follow @LaSanaYamasaki and quote-repost the relevant post with your thoughts on the web CM or campaign. On Instagram, follow @premior_official, like the post, and leave a comment about the web CM or campaign. The application period runs from September 14 to September 30, 2026.
Limited Set and Purchase Campaign
From September 15, a limited-quantity “Makai mo Urayamu Gouka Tokuten Set” (Superb Benefit Set That Even the Demon World Would Envy) will be available. This set includes a multi-poster, two acrylic hairpins, and two waterproof stickers, all featuring newly drawn illustrations of Kurama and Youko Kurama. The set is priced at 3,980 yen (tax included) and is limited to first-time regular purchase customers.
Furthermore, a purchase-based lottery campaign will be held from September 15 to November 8, 2026. By purchasing the “Gouka Tokuten Set” or spending 2,500 yen (tax included) on eligible single items from Premior, participants can enter a drawing for a total of 500 winners to receive “Kurama & Youko Kurama Newly Drawn Goods” or a “Scalp Brush Set.” For the single-item purchase path, you’ll need to photograph your purchase receipt and submit it via the official entry form. The prize categories are labeled Course A and Course B.
For full details, visit the official campaign site.
