“Success is the Sauna!” Nationwide Launch. Starting June 15 (Mon), Kao's “Success” and Japan's Largest Sauna Media “Sauna Collection” will simultaneously occupy sauna facilities from Hokkaido to Kyushu.

Kao Corporation's male-oriented hair care brand “Success” will launch the second phase of its experiential campaign “Success Sauna Collection” in collaboration with the sauna-focused media “Sauna Collection” (operated by HIDANE Corporation) starting June 15, 2026 (Mon).

The first phase, implemented in four facilities in the Kanto region in May, attracted approximately 32,000 visitors during the period, and over 240 posts with the hashtag “#SuccessSaunaCollection” were shared on social media in two weeks. Following the positive response, the second phase will expand to all seven regions: Hokkaido, Tohoku, Kanto, Chubu, Kansai, Chugoku/Shikoku, and Kyushu. Success shampoos, conditioners, and hair tonics will be placed in popular sauna facilities across these regions, providing opportunities for sauna users nationwide to experience Success products.

1. Background and Purpose of the Campaign

In recent years, sauna culture has become popular among businessmen, and awareness of personal grooming after relaxation has increased. This campaign aims to let sauna enthusiasts experience the feeling of using Success products before and after sauna sessions.

Following the campaign in the Kanto region in May under the name “Success Sauna Collection,” this second phase will expand to all seven regions from Hokkaido to Kyushu. Success shampoos, conditioners, and hair tonics will be placed in popular sauna facilities across these regions, providing opportunities for sauna users nationwide to experience and feel the appeal of Success products.

2. Product Placement Details

“Success Medicinal Shampoo” Placement Facilities: Spametza Sendai Ryusenjinoyu, Times Spa Resta, Sauna & Capsule Hotel Rumor Plaza, Chikushi-no-Sato Tenpai

Spametza Sendai Ryusenjinoyu Address: 2-5-9 Oaza Ozawa, Izumi-ku, Sendai City, Miyagi Prefecture, 981-3137 Official HP: https://ryusenjinoyu.com/spametsasendai/

Times Spa Resta Address: 4-25-9 Higashi-Ikebukuro, Toshima-ku, Tokyo, 170-0013 Times Station Ikebukuro, 10th-12th Floors Official HP: http://www.timesspa-resta.jp/

Sauna & Capsule Hotel Rumor Plaza Address: 575 Gionmachi Minamigawa, Higashiyama-ku, Kyoto City, Kyoto Prefecture, 605-0074 Official HP: https://rumor-plaza.jp/

Chikushi-no-Sato Tenpai Address: 2-4-3 Tenpai-zaka, Chikushi-no-Machi, Chikushi City, Fukuoka Prefecture, 818-0053 Official HP: https://tenpainosato.com/

Placed Products

Success Medicinal Shampoo [Quasi-drug] Prevents hair and scalp odor, dandruff, and itching Product Name: Success Medicinal Shampoo U Success Hair Fluffy Rinse [Quasi-drug] Prevents hair and scalp odor, dandruff, and itching Product Name: Success Medicinal Shampoo RJ

*Note: Products are limited in quantity and will end once they run out. Please understand this in advance.

“Success 24” Placement Facility: KIWAMI SAUNA

KIWAMI SAUNA Address: 2-14-24 Asama 2-chome, Nishi-ku, Nagoya City, Aichi Prefecture, 451-0035 Official HP: https://kiwamisauna.com/

Placed Products

Success 24 Fresh Feel Shampoo Success 24 Fresh Feel Conditioner Success 24 Moist Feel Shampoo Success 24 Moist Feel Conditioner

*Note: Products are limited in quantity and will end once they run out. Please understand this in advance.

“Success Shampoo Volume Up Type” Placement Facilities: The Centurion Sauna Rest & Stay Sapporo, Sauna Resort Oriental Izumo

The Centurion Sauna Rest & Stay Sapporo Address: 4-6-4 Minami 4 Jonishi, Chuo-ku, Sapporo City, Hokkaido, 064-0804 Official HP: https://www.centurion-hotel.com/sapporo/

Sauna Resort Oriental Izumo Address: 2081 Imichicho, Izumo City, Shimane Prefecture, 693-0001 Official HP: https://www.centurion-hotel.com/izumo/

Placed Product

Success Shampoo Volume Up Type

*Note: Products are limited in quantity and will end once they run out. Please understand this in advance.

3. Facility Decoration Details

Information design tailored to the sauna experience flow will introduce the appeal of Success products at each stage.

Storefront Decoration

Original large noren (curtains) for this campaign will be placed at the facility entrances to inform users about the campaign.

Entrance Decoration

Noren, roll-up banners, and product stands will be placed around the entrance to inform users about the Success collaboration project from check-in.

Product Surrounding Decoration

Success products will be placed in each shower booth in the washing area, and their specific features and effects will be displayed as POP (point of purchase) materials to let users know more about them.

Sauna × Success Tips Poster Decoration

Original posters will be displayed in the bathrooms and changing rooms. The posters will illustrate in an easy-to-understand manner the scalp care routine of using shampoo before sauna to remove scalp dirt and make it easier to sweat, and using hair tonic after sauna to care for the scalp.

4. SNS Campaign

By sharing information about this campaign on SNS (X or Instagram), you can win limited-edition goods and luxurious prizes.

Experience: Use Success products in the bathroom

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Post: Share your thoughts on SNS with the hashtag “#SuccessSaunaCollection.”

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Receive: Show the post screen at the reception to get a limited-edition collaboration sticker.

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Winning Chance: Respond to a survey via the QR code on the back of the sticker to enter a lottery for a chance to win a Success product set or a limited-edition sauna hat from the Success Sauna Collection.

5. Future Prospects

This campaign started with four facilities in the Kanto region in May 2026 and expanded to seven facilities across seven regions nationwide in June.

In the future, we will further increase the number of facilities and improve and deepen the campaign content based on the voices and experience data of sauna users, aiming to establish the recognition that “Sauna means Success.”

We will continue to strengthen our collaboration with sauna facilities nationwide and provide more opportunities for people to encounter Success products.

6. Brand, Media, and Company Introduction

Success

Success was born in 1987 as a brand dedicated to caring for men's scalp, hair, and skin. It has proposed unique items such as hair tonics that spray with carbonated jets and shampoos that adopt the “Direct (Jika) Shampoo” nozzle, which directly reaches the scalp. We will continue to propose new products and values so that the fulfillment of caring for the scalp, hair, and skin can be a force that moves you forward. *Note 1: Carbonated gas (propellant)