Advance Sales at BEAMS JAPAN of 1615 YANAGIYA Hair Grease (Musk): Reviving a Hair Product for Discerning Customers
Yanagiya Honten Co., Ltd. has brought back YANAGIYA Grease, a popular company product originally released in 1978, and made it available for purchase as 1615 YANAGIYA Hair Grease starting September 9, 2016. Advanced sales of the re-released version are being handled by BEAMS JAPAN, a shop operated by BEAMS Co., Ltd. (Shinjuku-ku, Tokyo; CEO: Yo Shitara).
Yanagiya Honten was founded in the Nihonbashi district of Edo (modern-day Tokyo) in 1615, and their theme of "tradition" has remained unchanged to this day. Rooted in this concept, the company created a new brand invoking their founding year: the 1615 series. The brand's first product, 1615 YANAGIYA Hair Grease, is a revival hair product based on the company's popular YANAGIYA Grease which was sold from 1978 to 1991.
The new 1615 YANAGIYA Hair Grease envelopes users in a gentle, musky fragrance and provides an attractive sheen and firm hair-holding strength that persists throughout the day, making it perfect for luster-focused hairstyles (parted to one side, wavy, slicked-back, two-block, etc.). Furthermore, this product enables easy restyling of hair throughout the day and washes cleanly out in the shower.
Designed as a fresh look at hair product's original role as a styling tool, 1615 YANAGIYA Hair Grease represents a clear evolution. It is a product that can be used in the same situations as traditional hair products, but with more focus on quality, fragrance, and a sense of personal ownership. In other words, this hair grease has been revived for the modern era as a continuation of the company's proven approaches as well as a crystallization of their technological advances.
1615 YANAGIYA Hair Grease is available for purchase now, and it stands at the evolutionary pinnacle of the YANAGIYA Hair Grease brand.
Click Here For Product Details
Click Here For Brand Website (in Japanese only)
Product Characteristics
・Sweet, gently musky fragrance
・Provides a firm hold without locking hair inflexibly in place
・Ideal for hairstyles that center on hair luster
・Facilitates easy restyling and is easy to wash out
・Comes in refined, elegantly simple packaging tailored to mature tastes
・Made in Japan
● Price, Quantity and Dimensions
Price: ¥2,500 (before tax) Quantity: 85 g
Product Dimensions: 78 × 24 × 78 mm
● Advance Sales Release Date and Locations
Date: Friday, September 9, 2016
Locations: BEAMS JAPAN shop and BEAMS online store (online sales to start later than in-shop sales)
● Nationwide Release Date
Mid-February 2017 (throughout Japan)
Left: YANAGIYA Grease / Right: APILO Water Grease
With the popularity of rockabilly culture in Japan during the 1980s, the pompadour hairstyle (known as the "regent" hairstyle in Japan) in which hair is swept upward from the face also became a widespread trend, and both YANAGIYA Grease and APILO Water Grease were sold as powerful tools for arranging and setting hair in this style. These products were easy to use, making them a hit among young customers everywhere.
BEAMS JAPAN
BEAMS JAPAN kicked off their BEAMS "TEAM JAPAN" project in an effort to bring together appealing, BEAMS-selected cultural facets and products of Japan at BEAMS specialty shops. On April 28, 2016, BEAMS JAPAN was opened as a central hub for this project. BEAMS JAPAN serves as a center for introducing people everywhere, both in Japan and abroad, to the true value of Japanese culture in a wide variety of cultural genres and categories including Japanese fashion products, art, music, foods, famous products and more.
