New Hair Care Proposal from "TSUTAYA Conditioning" for Mind and Body: Hair Color Specialty Salon "TSUTAYA Conditioning COLOR" Opens at Urawa Tsutaya Books

Culture Experience Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Shinichiro Kamaura; hereinafter "CX"), with its corporate slogan "Like it, Live it.," aims to create spaces that propose lifestyles for local communities to lead richer lives through experiences. As part of this initiative, we have been developing "TSUTAYA Conditioning," a lifestyle gym that enriches the mind and body. Now, as a new development of this brand, we are launching "TSUTAYA Conditioning COLOR," a hair color specialty salon that enhances both hair and mind, with its first store opening on Friday, June 12, 2026, at Urawa Tsutaya Books (inside Atre Urawa).

The first store of "TSUTAYA Conditioning COLOR," "TSUTAYA Conditioning COLOR Urawa Tsutaya Books," developed by CX, will feature the "Shampoo Shop," a professional salon-exclusive product store making its first appearance in the Kanto region. This new salon proposes a novel hair care routine that combines professional hair color maintenance treatments at the salon with high-quality home care using salon-exclusive products.

About TSUTAYA Conditioning COLOR

Many people face concerns about their hair, and regular color maintenance is an essential part of daily self-care to maintain one's beauty and individuality. On the other hand, for people with busy lives, finding ways to fit salon visits into their lifestyle is a growing need. While at-home self-coloring is a convenient option, there are also voices seeking methods that are better suited to their individual needs regarding finish and hair health.

CX has focused on the need to balance "convenience" and "professional quality" in daily color maintenance. Based on the "enriching mind and body" concept of TSUTAYA Conditioning, we have launched "TSUTAYA Conditioning COLOR" to provide a comfortable time and space that enriches not only the hair but also the mind.

Features of "TSUTAYA Conditioning COLOR"

1. Short treatment time through stylist-performed services and efficient operations

By specializing in coloring and omitting services like cuts, perms, and bleaching, we have achieved efficient operations. Stylists meticulously perform treatments using a rich palette of 255 colors formulated with organic oils. Combined with a reservation priority system and the adoption of a cut-free, self-blow-dry format, we enable speedy treatments of approximately 60 minutes.

2. Experience the latest beauty appliances and access books during color processing time

During the color processing time, customers can freely use the latest beauty devices such as facial machines and massage appliances. Additionally, the sales area offers a selection of practical books and mook magazines, primarily themed around beauty and food, allowing customers to relax while reading. Beauty appliances that customers enjoy can be purchased at the Shampoo Shop.

3. Earn and use "V Points" based on usage

Customers can earn "V Points," which are closely integrated into daily life, and use them for payments at this store.

First Store in Kanto Region: Co-located with "Shampoo Shop" Salon-Exclusive Product Store

CX has entered into a partnership agreement with Juno Co., Ltd., a company that operates multiple beauty salons, nail salons, eyelash salons, bridal salons, and photo studios based in Kagoshima. Through this partnership, "TSUTAYA Conditioning COLOR Urawa Tsutaya Books" will co-locate Juno's salon-exclusive product store, "Shampoo Shop," marking its first opening in the Kanto region.

The store will feature approximately 400 types and 1,000 items of professional-grade hair care products that are difficult to find in drugstores. Staff with specialized knowledge will provide personalized consultations based on each customer's hair type. By linking the "regular maintenance" received through professional treatments at "TSUTAYA Conditioning COLOR" with the daily "self-care" using items purchased at "Shampoo Shop," we offer a new value experience that maintains optimal hair condition and "enhances both hair and mind."

■ Store Overview

・Store Name: TSUTAYA Conditioning COLOR Urawa Tsutaya Books

・Address: 1F, Atre Urawa North Area, 1-16-12 Takasago, Urawa-ku, Saitama City, Saitama Prefecture (Inside Urawa Tsutaya Books)

・Business Hours: 9:00 AM - 7:00 PM (Last reception 6:00 PM)

・Store Homepage: https://tc.tsite.jp/color/urawa/

・Reservation Site: https://scrv-system.com/reserve/tsutaya_conditioning_color/urawatsutayashoten

■ Price List

*First-time customer prices are applicable only when adding the "TSUTAYA Conditioning COLOR Urawa Tsutaya Books" account as a friend on the LINE app.