[PR Case Study] Spread to 864,000 SNS followers. Experiential PR campaign for Shinagawa Sauna's Ladies Day
HIDANE Co., Ltd. conducted an experiential PR campaign at Shinagawa Sauna's Ladies Day, utilizing shower room flow to place beauty products. The event attracted 948 visitors over 3 days, successfully generating 187 SNS posts and reaching a potential 864,000 followers.
📋 Article Processing Timeline
- 📰 Published: April 4, 2026 at 01:30
- 🔍 Collected: April 3, 2026 at 17:09
- 🤖 AI Analyzed: April 21, 2026 at 04:06 (418h 57m after Collected)
HIDANE Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture; Co-Representatives: Kanta Yamamoto, Sho Suzuki; hereafter HIDANE) supported the PR campaign for the collaboration Ladies Day event 'Totonou, Spring Glossy Hair Festival' at Shinagawa Sauna (Shinagawa-ku, Tokyo) for three days from Tuesday, March 3 to Thursday, March 5, 2026.
## Event Overview
A total of 948 women visited this Ladies Day exclusive event over the three days. By placing products in the shower rooms and powder zones—a 'traffic flow that everyone must pass through'—voices expressing purchasing intent spontaneously arose within the venue, such as 'Smells good, where can I buy this shampoo?' and 'I want this hair dryer now.' On SNS, 187 posts were generated during the period, and the total number of followers of the posters (potential reach) reached 864,000 (according to Meltwater research, January 24 - March 5, 2026).
## Background of the Campaign: Why 'Ladies Day x Sauna'?
Shinagawa Sauna's Ladies Day is a special day when the normally male-only facility is opened to women. It boasts such popularity that reservations sell out immediately every time it is held, characterized by the high enthusiasm of the visitors. Women attending this 'long-awaited special day' have a strong desire to record and share their experiences, creating an environment where UGC (User Generated Content) is likely to occur spontaneously.
Furthermore, there is an 'inevitable usage scenario' after the sauna, which is taking a shower and drying one's hair. By placing beauty and hair care products in this traffic flow, it is possible to have everyone experience the products while eliminating the feel of a promotion.
The core of this approach is to execute the campaign at the exact moment when 'the timing of highly enthusiastic women gathering' and 'an inevitable usage scenario' intersect.
## Campaign Details
### 1. Experience Locations (Shower Rooms and Powder Zones)
We installed shampoo, treatment, and body soap in the shower rooms inside the bathing area, and hair dryers in the dressing rooms and powder zones.
## Event Overview
A total of 948 women visited this Ladies Day exclusive event over the three days. By placing products in the shower rooms and powder zones—a 'traffic flow that everyone must pass through'—voices expressing purchasing intent spontaneously arose within the venue, such as 'Smells good, where can I buy this shampoo?' and 'I want this hair dryer now.' On SNS, 187 posts were generated during the period, and the total number of followers of the posters (potential reach) reached 864,000 (according to Meltwater research, January 24 - March 5, 2026).
## Background of the Campaign: Why 'Ladies Day x Sauna'?
Shinagawa Sauna's Ladies Day is a special day when the normally male-only facility is opened to women. It boasts such popularity that reservations sell out immediately every time it is held, characterized by the high enthusiasm of the visitors. Women attending this 'long-awaited special day' have a strong desire to record and share their experiences, creating an environment where UGC (User Generated Content) is likely to occur spontaneously.
Furthermore, there is an 'inevitable usage scenario' after the sauna, which is taking a shower and drying one's hair. By placing beauty and hair care products in this traffic flow, it is possible to have everyone experience the products while eliminating the feel of a promotion.
The core of this approach is to execute the campaign at the exact moment when 'the timing of highly enthusiastic women gathering' and 'an inevitable usage scenario' intersect.
## Campaign Details
### 1. Experience Locations (Shower Rooms and Powder Zones)
We installed shampoo, treatment, and body soap in the shower rooms inside the bathing area, and hair dryers in the dressing rooms and powder zones.