Exciting Collaboration Between Haircare Brand Linon and Matsumoto Yu

In an unprecedented collaboration, haircare brand Linon is teaming up with the popular public bath Matsumoto Yu, with the expertise of WELLAD, a wellness-focused PR firm from C-position Inc., handling the event's design, execution, and promotion. This event is set to run from August 6 to August 19, 2026, at Matsumoto Yu in Nakano, Tokyo, and promises to offer visitors a memorable experience.

What to Expect from This Unique Event

The collaboration is designed around an immersive experience that allows attendees to engage with the Linon brand in a specially crafted wellness environment. Each visit will not only allow guests to enjoy the traditional Japanese bathing experience but also provide them with the opportunity to test Linon’s haircare products firsthand. To create anticipation for this event, ME:I has been selected as the brand ambassador, attracting both fans and newcomers alike.

Three Key Design Features of the Event

1. Brand Ambassador ME:I Engaging Visuals
The event will showcase large visuals featuring ME:I throughout the Matsumoto Yu facility, transforming the space to reflect Linon’s brand aesthetic. This approach aims to create a photogenic ambiance, encouraging visitors to capture and share their experiences on social media. By leveraging user-generated content (UGC), the event will generate a buzz online, emphasizing the unique nature of this collaboration.

2. Experience Pathways Highlighting Product Benefits
Utilizing the layout of the bathhouse, WELLAD has designed pathways that allow guests to experience Linon products thoroughly. Informative displays will introduce the features and usage of the products in bathing areas, enhancing guests' understanding and appreciation of the Linon brand. By facilitating a smooth flow from entry, bathing, and post-bath care, attendees will create natural associations between their experiences and the product benefits, fostering a deeper emotional connection to the brand.

3. Product Display Booths Encouraging Interest and Purchase Intent
A dedicated product display booth will be situated near the entrance, strategically designed to pique visitors’ curiosity and encourage them to interact with the products. Before they bathe, attendees will build excitement about the products they are about to try, and after their experience, they will have the chance to revisit the products they used, effectively bridging exposure and purchase intent.

Creating New Experiences in Wellness-Branded Events

WELLAD's innovative approach to this collaboration integrates wellness and brand engagement, aiming to expand brand recognition while enhancing consumer understanding and affinity. As part of their services, WELLAD connects brands with over 1,000 wellness facilities and bathhouses across the country, facilitating experiential promotions that are not just advertisements but immersive experiences. They have successfully partnered with numerous brands in linking wellness and lifestyle, creating unique opportunities for consumer engagement.

Event Details

- Dates: August 6 (Thursday) to August 19 (Wednesday) 2026
- Location: Matsumoto Yu, 5-29-12 Higashi Nakano, Nakano, Tokyo
- Hours: 14:00-24:00 on weekdays and Saturdays; 8:00-12:00 and 15:00-24:00 on Sundays
- Closed: Thursdays (open if it’s a holiday, with a compensatory closing the following day)
- Access: Approximately 8 minutes on foot from JR Higashi Nakano Station, 3 minutes on foot from Tokyo Metro Ochiai Station, and 8 minutes on foot from Seibu Shinjuku Line Shimo-Ochiai Station
- Official Website: Matsumoto Yu

This collaboration between Linon and Matsumoto Yu represents a transformative approach to wellness and beauty experiences in Japan, inviting attendees to not just witness but actively participate in a vibrant brand journey. With WELLAD at the helm, we can expect a remarkable fusion of bathing culture and haircare excellence at this engaging event.