HIDANE Inc. (Headquarters: Yokohama, Kanagawa Prefecture, Co-Representatives: Kanta Yamamoto and Sho Suzuki, hereinafter referred to as HIDANE) supported the PR measures for the collaborative Ladies' Day event "Totono-u, Spring's Shiny Hair Festival" at Shinagawa Sauna (Shinagawa-ku, Tokyo) for three days from Tuesday, March 3, 2026, to Thursday, March 5, 2026.

Event Overview This Ladies' Day-exclusive event was attended by a total of 948 women over three days. By placing products in the "essential flow path for everyone" – the shower room and powder zone – spontaneous voices expressing purchase intent such as "It smells nice, where can I buy this shampoo?" and "I want this dryer!" arose within the venue. During the period, 187 posts were generated on social media, reaching a total follower count (potential contact audience) of 864,000 (according to Meltwater, January 24, 2026 - March 5, 2026).

Background of the Initiative: Why "Ladies' Day x Sauna"? Shinagawa Sauna's Ladies' Day is a special day when a facility normally for men only is opened to women. It boasts such popularity that reservations sell out immediately each time it's held, with attendees having high enthusiasm. Women who attend this "long-awaited special day" have a strong desire to record and share their experiences, creating an environment where User Generated Content (UGC) is likely to arise naturally. Furthermore, there is an "inevitable usage scenario" after the sauna: showering and drying hair. By placing beauty and haircare products along this path, all attendees can experience the products without a promotional feel. The core of this approach is to launch initiatives at the moment when "high-enthusiasm women gather" intersects with an "inevitable usage scenario."

Initiative Details ### ① Experience Location (Shower Room / Powder Zone) Shampoo, conditioner, and body soap were placed in the shower rooms within the bathing area, and dryers were set up in the changing and powder zones. The shampoo experience, with pores opened from the sauna, leaves a stronger impression of scent and cleansing effect than usual. By incorporating dryers into the inevitable scenario of drying wet hair after the sauna, we achieved a design where users "naturally experience it within the flow of use," rather than questioning "whether they want to use it."

### ② Pouch 3-Piece Set Gift A 3-piece sample pouch set of shampoo, conditioner, and hair oil was distributed to all attendees (948 people). The design, allowing for continued use at home after the on-site experience, built a bridge from initial contact to purchase.

### ④ Online Promotion by Sauna Collection A promotional Reel post for this event was conducted on "Sauna Collection" (Instagram), a sauna-focused media operated by HIDANE. The announcement post (February 22, 2026) garnered 129,000 views and 627 likes. A joint post with Shinagawa Sauna was made, achieving reach to their followers. https://www.instagram.com/reel/DVDc_N9j5FY/?igsh=a2ZhMjgyZ2JlczQw

Within the venue, multiple statements expressing purchase intent such as "It smelled good" and "Where can I buy it?" were confirmed. On social media and review sites, spontaneous posts included exclamations of surprise about the dryer experience like "This dryer was incredibly good and I want it," and "The airflow was strong and it dried faster than I expected," as well as voices expressing satisfaction with the overall experience like "I was enveloped in a pleasant scent." The "experience without selling" design allowed participants to discover the product's benefits as their own, fostering a flow where they shared them externally through citations and reviews.

Results of the Initiative | Metric | Value | Notes | | :------------------------------------------------------------- | :----------- | :----------------------------------------------------------------------------------------------------------------------------------------- | | Number of visitors over 3 days | 948 people | Reservation slots sold out | | SNS exposure count (X, Instagram) | 187 cases | Measured by Meltwater (from announcement start date Jan 24, 2026 to event end date Mar 5, 2026) | | Total SNS engagement | 2,520 | Measured by Meltwater (from announcement start date Jan 24, 2026 to event end date Mar 5, 2026) | | Total follower count of posters (potential contact audience) | 864,000 | Measured by Meltwater (from announcement start date Jan 24, 2026 to event end date Mar 5, 2026) / Sum of poster follower counts | | Sauna Collection Announcement | 129k views/627 likes | Joint post with Shinagawa Sauna |

Marketing Support by Sauna Collection Utilizing "Sauna Collection," a media network with over 500 sauna and hot spring facilities nationwide and a monthly reach of 2 million, we design initiatives that generate product experiences and reviews. We have a proven track record in a wide range of categories, including beauty, haircare, health foods, beverages, and apparel. Manufacturers interested in experiential PR utilizing sauna and hot spring facilities are welcome to contact us. We welcome consultations from the stage of "Can this be replicated with our brand?" We propose solutions according to your budget.

【HIDANE Inc.】 Company Name: HIDANE Inc. Location: Yokohama, Kanagawa Prefecture Representative: Co-Representatives Kanta Yamamoto, Sho Suzuki Established: August 2023 Business Activities: * Planning and operation of sauna media * Planning and operation of sauna facilities and accommodation facilities with saunas * Marketing support and advertising agency business in the sauna/public bath domain URL: https://hidane.ne.jp/

▼ Inquiries regarding this release: Inquiry Form: https://hidane.ne.jp/#contact

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  • Source: PR TIMES
  • Category: News