Yu Yu Hakusho Reunites Kurama With His Original Demon Form in Exclusive New Anime Artwork
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ASTON OTONITY – In *Yu Yu Hakusho*, Kurama, Yusuke Urameshi’s loyal ally, always manages to bring his own unique style and flair to the battlefield. Recently, a major Japanese cosmetics brand named Kurama as the ambassador for a new product line featuring never-before-seen artwork of the character’s mysterious fox demon form.
According to Oricon, La Sana has partnered with *Yu Yu Hakusho* to create a special promotional campaign for Premior, one of the company’s flagship hair care brands. Portraying Kurama as a character with a personal care routine worth emulating, La Sana has released a new web commercial titled “Kurama’s Hair Care Tutorial.”
This 30-second video features Kurama alongside Yoko Kurama, who represents the former demon as he appeared before being reborn as a human. In addition to the commercial, a promotional image gallery showcasing the new Premier product lineup can be viewed below.
In addition to premium shampoos, conditioners, and rinses, La Sana has also released a new hairbrush, the back of which is adorned with two new Kurama designs. Starting September 15, these products will be available for purchase as what La Sana jokingly refers to as a “luxury bonus set that even the Demon World would envy.”
In stark contrast to Yusuke, Kurama is portrayed as a character who pays close attention to his appearance. The concept for this campaign was inspired by a famous scene from the anime series *Yu Yu Hakusho*, in which Kurama briefly inspects a few strands of his hair that were damaged during a battle.
With a touch of humor, his opponent, Karasu, asks if he “uses hair care products” to minimize the damage his hair sustains during battle.
According to Oricon, the idea to adopt Kurama as a representative of Premior was born “as a delightful response” to this scene. However, La Sana was also deeply inspired by Kurama’s relationship with his mother—a particularly touching aspect of the series. Living in the human world as “Shuichi,” Kurama lovingly cared for his human mother while she was hospitalized with a terminal illness.
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Despite having vivid memories of his more than 300 years as a ruthless fox demon, Kurama’s strong bond with his mother motivates him to empathize with and protect humanity.
In an official statement released alongside the material, La Sana highlighted this element of the series. “Kurama, who lives with his feelings for his mother in his heart, is a character that aligns with our brand philosophy.”
Yoshihiro Togashi created the manga *Yu Yu Hakusho*, and is also known for his best-selling *Weekly Shonen Jump* series, *Hunter x Hunter*.
As a supernatural fantasy, the series follows the story of Yusuke, a delinquent teenager known for frequently skipping school and getting into street fights with his rival, Kuwabara. One day, Yusuke sacrifices his own life to save a child from being hit by a truck.
VIZ Media publishes the *Yu Yu Hakusho* manga in English. The anime adaptation, consisting of 112 episodes, is available to watch on Crunchyroll.
