"Sauna Means Success!" Goes Nationwide: Starting June 15, Japan's Largest Sauna Media 'Sauna Collection' and Kao's 'Success' Take Over Sauna Facilities from Hokkaido to Kyushu

HIDANE Inc. (Headquarters: Yokohama, Kanagawa Prefecture), operator of Japan's largest sauna-specialized media platform 'Sauna Collection,' will launch the second phase of its experiential collaboration campaign 'Success Sauna Collection' with Kao Corporation (Headquarters: Chuo Ward, Tokyo), the men's hair care brand 'Success,' starting June 15, 2026.

The first phase, held in May at four facilities in the capital region, attracted approximately 32,000 visitors and generated over 240 social media posts using the hashtag #SuccessSaunaCollection within two weeks. Due to its success, the second phase will expand to all seven regions: Hokkaido, Tohoku, Kanto, Chubu, Kansai, Chugoku-Shikoku, and Kyushu. Success shampoo, conditioner, and hair tonic products will be installed at popular sauna facilities across these regions, offering sauna users nationwide the opportunity to experience Success products firsthand.

1. Background and Objectives

In recent years, sauna culture has become established, particularly among business professionals, with increasing awareness of personal grooming after relaxation. This initiative is an experiential campaign designed to help sauna enthusiasts realize how good it feels to use Success products before and after sauna sessions.

Following the successful Kanto-region rollout in May under the name 'Success Sauna Collection,' this second phase expands the campaign nationwide from Hokkaido to Kyushu. By installing Success shampoo, conditioner, and hair tonic at popular local sauna facilities, the campaign provides nationwide sauna users with hands-on opportunities to experience the brand's appeal.

2. Product Installation Details

'Success Medicinal Shampoo' Facilities: Spa Metsa Sendai Ryusenji no Yu / Times Spa Resta / Sauna & Capsule Hotel Rumor Plaza / Chikushino Tenpainosato

Spa Metsa Sendai Ryusenji no Yu

Address: 2-5-9 Ozawa, Izumi Ward, Sendai City, Miyagi Prefecture 981-3137

Official Website: https://ryusenjinoyu.com/spametsasendai/

Times Spa Resta

Address: 4-25-9 Higashi-Ikebukuro, Toshima Ward, Tokyo 170-0013

Times Station Ikebukuro 10th–12th Floors

Official Website: http://www.timesspa-resta.jp/

Sauna & Capsule Hotel Rumor Plaza

Address: 575 Minamigawa, Gion, Higashiyama Ward, Kyoto City, Kyoto Prefecture 605-0074

Official Website: https://rumor-plaza.jp/

Chikushino Tenpainosato

Address: 2-4-3 Tenpainosaka, Chikushino City, Fukuoka Prefecture 818-0053

Official Website: https://tenpainosato.com/

Products Installed:

Success Medicinal Shampoo [Quasi-Drug] Prevents hair and scalp odor, dandruff, and itching Sales Name: Success Medicinal Shampoo u Success Hair Fuwatto Rinse Success Rinse-Free Medicinal Shampoo [Quasi-Drug] Prevents hair and scalp odor, dandruff, and itching Sales Name: Success Medicinal Shampoo RJ

*Products are limited in quantity. Available while supplies last.

'Success 24' Facility: KIWAMI SAUNA

KIWAMI SAUNA

Address: 2-14-24 Asama, Nishi Ward, Nagoya City, Aichi Prefecture 451-0035

Official Website: https://kiwamisauna.com/

Products Installed:

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

*Products are limited in quantity. Available while supplies last.

'Success Shampoo Volume Up Type' Facilities: The Centurion Sauna Rest & Stay Sapporo / Sauna Resort Oriental Izumo

The Centurion Sauna Rest & Stay Sapporo

Address: 4-6-4 Minami 4-jo Nishi, Chuo Ward, Sapporo City, Hokkaido 064-0804 Asakankou New Gate Building

Official Website: https://www.centurion-hotel.com/sapporo/

Sauna Resort Oriental Izumo

Address: 2081 Imachi, Izumo City, Shimane Prefecture 693-0001

Official Website: https://www.centurion-hotel.com/izumo/

Products Installed:

Success Shampoo Volume Up Type

*Products are limited in quantity. Available while supplies last.

3. Facility Decoration Details

Information design aligned with the sauna experience flow will guide users through the appeal of Success products at each stage.

Entrance Decorations

Large campaign-exclusive noren (traditional fabric banners) will be installed at facility entrances to widely inform visitors about the campaign.

Lobby Decorations

Noren, roll-up banners, and product stands will be placed near entrances to introduce the Success collaboration from the moment guests check in.

Product Area Decorations

Success products will be installed in each shower booth at the washing area, accompanied by POP displays explaining specific product features and benefits to deepen user understanding.

Sauna × Success 'Totonoi' Tips Poster Display

Original posters will be displayed in bathing areas and changing rooms. Illustrated guides will clearly explain a scalp care routine combining sauna and Success: shampooing before sauna to remove scalp impurities and promote sweating, followed by scalp care with hair tonic after sauna.

4. SNS Campaign

By sharing the campaign on social media (X or Instagram), participants can receive limited goods and premium prizes.

Experience: Use Success products in the bathing area

↓

Post: Share your impressions on social media with the hashtag #SuccessSaunaCollection

↓

Receive: Show your post at reception to receive a limited-edition collaboration sticker

↓

Double Chance: Answer a survey via the QR code on the back of the sticker to enter a lottery for Success product sets and exclusive Sauna Collection sauna hats

5. Future Outlook

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

Moving forward, the number of participating facilities will continue to grow. Based on user feedback and experience data, the campaign will be refined and deepened to establish the recognition that 'when you think of sauna, you think of Success.'

The collaboration with sauna facilities nationwide will be further strengthened to provide more people with opportunities to discover Success products.

6. Brand, Media, and Company Introduction

Success

Launched in 1987 as a brand dedicated to men's scalp, hair, and skin care, Success has introduced unique products such as hair tonics with carbonated jet spray and shampoos featuring the 'Jika-Shan' nozzle that delivers directly to the scalp.

We will continue to propose new products and values so that the satisfaction of caring for scalp, hair, and skin becomes a source of motivation to move forward.

*1 Carbon dioxide (propellant)

<Success Brand Website URL> http