Not on April 1st: Ash Salon Holds Entrance Ceremony for 190 New Employees After Field Experience

Photo: Entrance ceremony scene

株式会社アッシュ (Ash Co., Ltd., based in Naka-ku, Yokohama; CEO: Yujiro Osawa), a subsidiary of 株式会社アルテジェネシス (Arte Genesis Co., Ltd., based in Naka-ku, Yokohama; CEO: Yoshikazu Yoshimura) which operates approximately 370 hair salons, held its 2026 fiscal year entrance ceremony on Tuesday, April 28, 2026, attended by 190 new employees.

Ash has maintained a tradition for over 15 years of holding its entrance ceremony after new employees have been assigned to their respective salons, rather than immediately upon hiring. The current format was inspired by a review of how entrance ceremonies should be held following the 2011 Great East Japan Earthquake. As a forum to "reconnect" with peers, store managers, and the company after actual field experience, the event deepened organizational unity this year through casual attire and interactive programs.

■ Challenging the custom of the "April 1st entrance ceremony"

While many companies hold ceremonies on the first day of employment before sending new hires to their assignments, Ash employs a format where new employees gather again after experiencing work in their respective salons. Amid industry-wide challenges regarding early turnover and young talent development, Ash has reviewed the purpose of the entrance ceremony based on the question, "When is the most meaningful timing for new employees?"

The catalyst for Ash's shift to this current format was the Great East Japan Earthquake on March 11, 2011. At that time, for prospective employees from the Tohoku region who struggled to reach Tokyo, the company implemented special measures to delay their start date to May or June, postponing the general ceremony as well. Prioritizing the concept of "wanting to welcome everyone together" became the origin of the current ceremony. Since then, the company has established a style of "late entrance ceremony" held between late April and late June, avoiding the traditional April 1st date.

The period shortly after assignment is often when small anxieties and confusion arise. By reconnecting with peers who have also experienced the field, new employees realize they are not alone, and the words of seniors become signposts. Ash views the ceremony as a place for "reconnection" with the company, stores, and colleagues that is only meaningful after gaining field experience.

■ From expansion of recruitment to an "organization that nurtures"

As Ash recovers its recruitment scale, which had temporarily shrunk due to the COVID-19 pandemic, the company has also been reviewing its recruitment strategy. By implementing measures to reduce mismatches at the recruitment stage and strengthening follow-up systems after joining, the company achieved a record high of 238 hires last year. Building on the stabilization of retention rates, the focus has shifted from merely increasing recruitment numbers to emphasizing training systems that can address the needs of each individual.

Creating an environment where employees can work with peace of mind and thrive for a long time—this entrance ceremony is positioned as one of the symbolic initiatives of that philosophy.

■ "Casual attire entrance ceremony" respecting "individuality" and "sensibility"

To cherish the sensibility and self-expression essential for hair stylists, Ash encourages participation in the entrance ceremony in "casual attire" rather than recruitment suits. Each new employee attended in outfits reflecting their own sense of style, enveloping the venue in a glamorous atmosphere typical of the beauty industry.

In recent years, the company has also conducted an "Fashion Contest" as part of efforts to nurture the fashion sense and self-expression important for hair stylists. Although participation was voluntary, 71 out of 190 new employees entered this year. Award winners were determined by votes from all employees based on previously submitted coordinate photos. On stage, winners were recognized, and prize money was awarded to boost motivation.

■ Connections with peers and stores born "after assignment"

This ceremony was held at Ginza Blossom in Chuo City. It serves as a venue to foster a sense of security and unity by interacting with peers, senior employees, and store managers after having experienced field work.

In the first half, the event included a congratulatory address by President Osawa and speeches by senior employees. The second half featured stage introductions of all 190 new employees, a rock-paper-scissors tournament with President Osawa, and interactive games in cooperation with store managers.

Games included tasks directly related to salon work, such as folding cutting cloths and removing perm rods, allowing participants to compete in skills and teamwork while having fun. Winners were awarded theme park pair tickets, creating great excitement at the venue.