Guile from CAPCOM “Street Fighter” appointed as an image character for a hair gel brand “J GEL” that styles your hair intensely

A collaboration between the popular martial arts game “Street Fighter” from CAPCOM CO., LTD. (Head office: Chuo-ku Osaka-city, President and Chief Operating Officer: Haruhiro Tsujimoto) and “J GEL” brand, a hair styling product line, from Yanagiya Honten Co., Ltd. (Headquarters: Chuo-ku Tokyo, President and CEO: Eiichiro Toike). “Guile” from Street Fighter will be the image character for a limited time.

The official collaboration between “Street Fighter”, the popular martial arts game from CAPCOM which has had a 30th anniversary since its launch, and “J GEL”, a hair styling brand from Yanagiya, a long-established cosmetic manufacturer founded in 1615 in Edo period, has been confirmed. Using the popular character ”Guile” as an image character, they plan to appeal “strength”, which is a feature of both companies, to entire Japan.

The reason why the game character “Guile” has been selected is because his strength and manly image matched “strength” and “hardness” which are the features of J GEL in addition to his unique hair style that requires hardness.

The reason why he has been chosen as the main visual of the collaboration is because his fashionable but hard-boiled style with how he has strong preferences for his hair style, carries a comb with him all the time and fixes his hair every time he finishes his fight is widely received well and matches perfectly with the image of “J GEL Brand” which is easy to fix a hair style.

The special interview of Guile is available on the official website.

○ Scenes from the photo shooting session for the ad
○ Guile’s strong preferences for a hair style
○ Guile talks too passionately and lets out a Somersault Kick

And more contents only available here.

Please go to www.j-gel.jp (written in Japanese Only) for the “J GEL” official website

J GEL Brand

It is a product line of hair gels launched in 2001 from Yanagiya Honten Co., Ltd. Founded in 1615 in Edo period. Its size is 330g which is proudly the biggest in the Japanese self-selection market and you can choose from 3 levels of hardness it styles hair with depending on your hair style. Especially, “J Ultra Hard Gel” that is resistant to strong winds and has pursued it’s a solid hardness is one of the Yanagiya’s main products along with “Yanagiya Apricot Oil” and “YANAGIYA Hair Grease”. It is available at drugstores and GMS. (SRP: \700).

NOTES: “Street Fighter” is a trademark of CAPCOM CO., LTD.
The contents of this PR release are prepared based on the Japanese Pharmaceutical and Medical Device Act. It may contain information which does not meet overseas (local) regulations.