#Japan #Matsuyama #Elleair #Egao Project #Lady Pharmacy

Elleair and Lady Pharmacy Collaborate for Education Support

On September 1, 2025, Daio Paper Corporation, known for its No. 1 brand in hygiene paper products, Elleair, launched its second initiative under the "Egao ni Touch Project" in collaboration with Lady Pharmacy. This effort aims to enhance well-being through intimate connections and smiles in the lives of students in Ehime and Kagawa Prefectures.

Campaign Overview

During the campaign, a portion of sales from Elleair products purchased at Lady Pharmacy stores was allocated to donate tissue and sanitary napkins to high schools and universities in the region. The donated items, valued at approximately 1.1 million yen, were intended to support the health and peace of mind of students navigating their academic journeys.

A donation ceremony was held on February 10, 2026, at the Ehime Prefectural Office, where representatives from both companies presented the donations. The event included remarks from Daio Paper’s executive officer, who emphasized the commitment to continuous community support and enhancing the healthy development of youth.

Donation Details

• - Recipient: Education Boards of Ehime and Kagawa Prefectures
• - Items Donated: Products included Elleair tissues, disinfecting wipes, and sanitary napkins, totaling an estimated value of 1.1 million yen.

The donation aligns with the goals of the Egao ni Touch Project, launched in April 2022, which seeks to foster valuable human connections that enhance happiness through essential touch.

Lady Pharmacy's Participation

Lady Pharmacy supported this endeavor by implementing the “Egao wo Tsunageru Campaign” from September 1 to October 31, 2025. Customers purchasing Elleair products at their stores contributed directly to the donation initiative, reinforcing the connection between community support and student welfare.

About Lady Pharmacy

Based in Matsuyama, Ehime, Lady Pharmacy operates 258 stores across Shikoku and Hyogo, focusing on health care and the beauty needs of customers with a philosophy grounded in healing and consultation. They prioritize creating an accessible environment for individuals seeking health solutions.

For more information about Lady Pharmacy, visit their official website.

The Egao ni Touch Project

This project emerged in response to a rising trend in single-person households and decreasing face-to-face interactions exacerbated by the COVID-19 pandemic. With the goal to enhance the joy and connections among individuals, Elleair introduced this initiative to promote essential touch as a means to create smiles.

Key Activities

1. Video Campaign: Two videos were created highlighting the importance of essential touch, showcasing how simple gestures can lead to smiles across various age groups.
2. Touching Techniques: The project outlined techniques for personal interaction, focusing on body and emotional touching to enhance trust and confidence.
3. Workshops: Regular workshops are conducted to educate the community about the benefits of touching, fostering self-esteem and happiness, particularly among parents and children.
4. Fan Community: A community platform was established to educate participants about the significance of interpersonal touch and communication in daily life.
5. Donation Efforts: Continuous donations are made from the sales of Elleair products, supporting local initiatives that facilitate human connections.

For updates about the Egao ni Touch Project, check their official site.