It says that their "Kodawari Point 1" is "using only detergent containing amino-acids that don't stress your hair", and "Kodawari Point 2" is that "we have completely removed all unnecessary additives." A Japanese magazine uses the word twice in a paragraph describing Hayao Miyazaki's work: that he "insists" (kodawari) on creating textured films and "resolutely sticks" (kodawari) to hand-drawn animation.