Searching for a relaxing time over the upcoming Golden Week holidays? If you’re a man who likes to take care of his hair then look no further than Lion’s temporary Pro Tec Cafe in Roppongi Hills.
Following a similar pop-up in Ginza last summer, the Pro Tec Cafe is devoted to showcasing the Pro Tec “washing brush”. Just add shampoo and use the brush to tend to your hair and improve your scalp and follicles. It apparently helps wash and clean right down into the roots, as well as just feeling like a nice massage in the bath. It even promises to combat thinning hair, an issue I have a personal interest in!
Men’s personal care and hair products are big business in Japan and spending by male consumers rose by 3.6% in 2009, accompanied by a proliferation of new deodorant products and brands like Shiseido showing men how to make their hair look funky.
At the Pro Tec Cafe you can try out the brush and other products in the series (shampoos, sprays etc), as well as get advice from a hair stylist expert. If you turn up with your wife or loved one you can even enjoy the Pro Tec experience in true romantic style, with your partner applying the brush to your locks and giving you a loving head massage.
Japan has quite a tradition of this kind of “healthcare” service — there are already plenty of mimikaki ear-cleaning parlors out there for salarymen who want their canal needs tended to with a sort of maternal counseling dimension added on. Whatever cultural implications might be drawn from this slightly chauvinistic set-up, it certainly makes for an interesting tryvertising experiment, with consumers retaining more investment in the product for it being a mutual “couple” experience enjoyed together.
Aimed at men in their late twenties and thirties, the Pro Tec Cafe will be open for hair-washing sessions from April 29 to May 5 only.
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