#Japan #Tokyo #Kao #Success #Sauna Collection

Introduction

On May 1, 2026, Japan’s largest sauna-focused media "Sauna Collection," operated by HIDANE Inc., will kick off a collaboration called the "Success Sauna Collection" in partnership with Kao Corporation’s male grooming brand, Success. This initiative aims to merge the sauna experience with hair care, appealing especially to business professionals who have embraced sauna culture in recent years.

Project Background and Objectives

The growing visibility of sauna culture among businessmen has created a heightened awareness of personal grooming post-sauna. This project is designed to provide sauna enthusiasts with an immersive experience, ensuring they associate feeling good with using Success products before and after their sauna sessions. The event encourages participants to explore a new form of "saka" (sauna activities) by combining enjoyment of various sauna facilities with the hands-on experience of different Success products.

Launch Details

The first phase of the campaign will run from May 1 to May 14, featuring special collaborations with four highly recommended sauna facilities: Matsumoto Yu, Sauna Tokyo, Shinagawa Sauna, and Sauna & Capsule Hotel Hokuou. These locations will host Success products and themed decorations to enhance the experience.

Specific Collaborations

• - Matsumoto Yu:

- Address: 5-29-12 Higashi Nakano, Nakano-ku, Tokyo 164-0003
- Products: Success Medicated Shampoo (To help prevent sweating odors and dandruff) and Success Rinse-Free Medicated Shampoo

• - Sauna Tokyo:

- Address: 3-13-4 Akasaka, Minato-ku, Tokyo 107-0052
- Products: Success 24 Fresh Feel Shampoo and Conditioner, and Success 24 Moist Feel Shampoo and Conditioner

• - Shinagawa Sauna:

- Address: 1-6-1 Ooi, Shinagawa-ku, Tokyo 140-0014
- Products: Success Resil Reset Shampoo and Ribaunce Conditioner

• - Sauna & Capsule Hotel Hokuou:

- Address: 7-2-16 Ueno, Taito-ku, Tokyo 110-0005
- Products: Success Shampoo Volume-Up Type

Note that these products are limited in quantity and will be available until they run out.

Experience Design

To enrich the sauna experience, each facility will feature strategic decorations. Customized banners and informative displays will greet guests and highlight the benefits of each Success product.

• - Entry Decor: Special banners and product stands will be positioned at the entrance.
• - Bath-Wall Decor: Medium and large banners inside the baths will communicate key messages of Success products.
• - Product Displays: Eye-catching displays on lockers will outline specific product characteristics and benefits.

Social Media Campaign

Visitors can participate in a social media campaign by sharing their experiences using Success products in the bath on platforms like X or Instagram, incorporating the hashtag #SuccessSaunaCollection. Participants will have the chance to win exclusive merchandise, including salon-themed stickers and a chance to enter a draw for major prizes, including product sets and sauna hats.

Future Prospects

After launching in Tokyo's top four sauna facilities, the project aims to expand Japan-wide starting in June, bringing the unique fusion of sauna and Success experiences to sauna lovers across the country. This initiative strives to deliver the refreshing sensation of cleanliness and wellness associated with "to tonoi" (the feeling of being clean and balanced) to all sauna enthusiasts.

Brand and Company Background

Success:
Launched in 1987, Success focuses on hair and scalp care specifically for men, offering unique products such as carbonated hair tonic sprays and specialized shampoo applicators to enhance personal grooming.

Sauna Collection:
A sauna media powerhouse with over 150,000 Instagram followers and more than 7 million monthly impressions, Sauna Collection has been supporting sauna selections across Japan since its inception in 2021.

HIDANE Inc.:
This marketing company manages "Sauna Collection" and operates unique sauna accommodation facilities while assisting nationwide sauna marketing efforts.