From "Repairing Damaged Hair" to "Preventing Damage in the First Place": AQUSH Aims to Transform the Future of the Beauty Industry with a "Cycle of Smiles"

Our company endorses April Dream, a project that encourages companies to share their dreams on April 1st. This press release is a dream of DoAQUSH Inc.

We have a dream that we genuinely want to realize. It is a future where one doesn't have to give up on their ideal hairstyle, and its beauty continues to be reproduced.

'I want to try this hairstyle once.' 'I'm so happy my hair looks this beautiful.' 'It's great that the salon finish can be easily recreated the next day.'

Beautiful hair naturally makes people feel more positive. Hairdressers and beauty professionals are undoubtedly the ones creating these moments. Practicing late after work. Continuously striving to improve their skills even on days off. This accumulation of effort creates 'deep impression/emotion' for customers. We know this dedication. However, on the other hand, 'Your hair is damaged, so color or perm might be too stressful right now.' 'Given your hair's damage history, that style might be difficult.' There are moments when ideal desires are blocked by the condition of the hair. This is certainly not what hairdressers and beauty professionals truly want either.

'What kind of me will I become next?' A new cycle connecting the 'desires' of hairdressers and customers

Under the philosophy of 'Towards hair that suits a smile,' we, AQUSH, have continued our craftsmanship. And now, what we aim for is a future where one doesn't have to give up on their ideal desires, regardless of hair damage or past treatment history. Where hairdressers and beauty professionals can fully express their sensibility and skills. Where customers can choose their next style with excitement, thinking, 'What kind of me will I become next?' We want to spread such a positive cycle throughout the beauty industry.

Valuing repair, but going beyond: A 'Revolution of Protection' to not give up on 'what you want to be'

Until now, the beauty industry has evolved around the theme of 'how to repair damaged hair.' For over 20 years, we have also pursued 'total repair' to balance hair components. However, the natural environment surrounding hair today has changed significantly. UV rays and air pollution. Also, hair is damaged by daily life environments such as iron heat and chlorine. The reality is that no matter how much repair is done, hair still receives damage from the environment. That's why we thought: 'Can't we better protect the beauty and reproducibility of hair created by hairdressers and beauty professionals?' What we arrived at is the concept of 'total repair x total protection,' precisely because the cause of damage is complex and difficult to pinpoint. We call this concept 'Art Care.' It is not merely hair care, but a 'Revolution of Protection' that connects the efforts of hairdressers and beauty professionals to the smiles of customers, and extends into the future.

Continuing to achieve your ideal self: The 'Art Program' where smiles circulate

Through Art Care, hair is regulated and protected from environmental damage. Customers will be able to challenge ideal designs they had previously given up on. Hairdressers and beauty professionals will shape these styles, and customers will be able to easily recreate them at home, with the finish lasting longer. The days of smiling in front of the mirror will increase, and then the next 'ideal self' will emerge. We call this positive 'Cycle of Smiles' the 'Art Program.'

Hairdressers and beauty professionals should not let the beauty they create end on that day. We want to connect it from the customers' daily lives to the future, creating a world where no one gives up on their ideal self. With the idea of not just 'repairing damaged hair' but 'preventing damage in the first place.' We will continue to nurture the seeds of smiles while staying close to the aspirations of hairdressers and beauty professionals.

'April Dream' is a project by PR TIMES where companies announce their dreams that they hope to achieve on April 1st. DoAQUSH is seriously aiming to realize this dream.

- ■AQUSH Inc. A specialized manufacturer for barbershops and beauty salons in Kochi City, Kochi Prefecture. Mr. Yokoyama, the Representative Director and Chairman, who worked for beauty manufacturers and distributors, named the company 'AQUSH' (from 'Akushu' meaning handshake) with the intention of 'giving back' to the beauty industry that he had been indebted to. We aim to revitalize the beauty industry from Kochi Prefecture and energize Japan by pursuing 'hair that suits a smile' and assisting with beauty and health.