[Limited Edition Set from Summer's Eve] Femcare Co-creation with Gen Z: "Turning What We Hid into Something We Can Talk About with 'Kawaii'"

Pillbox Japan Co., Ltd. (Headquarters: Kita-Aoyama, Minato-ku, Tokyo; President: Ken Inazumi) will launch a limited-edition set for its delicate zone care brand, 'Summer's Eve,' on July 5, 2026. This initiative is part of the brand's ongoing support for women and femcare awareness. The set includes the 'Summer's Eve Feminine Wash Multi-Benefit Simply Sensitive (Pure Soap Scent),' which was released on May 11, 2026, and features a special design incorporating Gen Z perspectives.

From 'Hiding' to 'Talking': Femcare Redefined by Gen Z

Pillbox Japan is a 'Femcare Cross-Border Company' striving to create a world where women feel comfortable across borders. Through the Summer's Eve femcare business, the company aims not only to deliver products but to build a society where women can face their bodies positively. They participate in activities supporting women's lifelong health and social well-being, in line with the Japan Women's Foundation. This includes awareness campaigns, partnerships with support organizations, and donations.

Through these activities, the company met psychology students from Kobe Women's University who study femcare. Fourth-year student Ms. Suyama shared, 'Femcare is necessary, but it has always felt difficult to talk about, treated like something we had to hide.' Meanwhile, for Gen Z, 'kawaii' is a symbol of self-affirmation and expression. Affirming what they like as 'kawaii' is also a way of affirming themselves. This gave birth to the message, 'Turning what we hid into something we can talk about with 'kawaii'.'

*This initiative is part of Summer's Eve's social contribution and does not imply endorsement of specific products by the university.

Theme: 'Facing Yourself Through the Mirror of the Heart' (Ms. Suyama's Idea)

The design theme for the limited set is 'Facing Yourself Through the Mirror of the Heart.' The mirror is a symbol not only of the outer appearance but also of self-reflection. It aims to be a trigger for women to look at their bodies and emotions positively through femcare.

- Reflecting the 'kawaii' side of oneself
- Wrapping shame in 'kawaii'
- Turning the consciousness of caring for oneself inward

Ms. Suyama's Comment: 'I didn't have enough knowledge about femcare, but through this experience, I realized the importance of knowing the facts. I hope this design helps ease the feeling of shame often associated with delicate zone concerns. By feeling that the product is intuitively 'kawaii,' I want people to feel closer to femcare. I hope theワクワク (exciting) feeling of holding something cute encourages people to face their inner, unseen parts.'

Product Features

Summer's Eve feminine wash is pH-balanced for delicate skin. It is a gentle body wash that keeps sensitive skin in good condition. It contains CICA (Centella Asiatica Extract) to prevent rough skin caused by dryness.

Product Overview

Name: Summer's Eve Feminine Wash Multi-Benefit Simply Sensitive (Pure Soap Scent)
Price: 1,089 JPY (tax included)
Volume: 237 mL
Release Date: Sequentially from May 11, 2026

[Limited Edition Set]
Release Date: July 5, 2026
Contents: One full-size Feminine Wash and a limited-design refillable mini bottle.