Expansion of SALONMOON's E-Commerce Marketplace Beauty Appliances Business
First written in FY2022-Q2. 21 of 24 entries say "Advanced", first in FY2022-Q3. Latest entry: 2026-10-15.
The whole theme swung hardest in 2025: 2 of 7 companies on the "Worse" side.
5 other companies' latest entry also says "Advanced".
- FY2027-H1ReframedAnnual report
「In this environment, during the current interim consolidated accounting period we prioritised maintaining and improving profitability over maximising sales growth, and worked to improve advertising investment efficiency and optimise our pricing strategy.」
In operating SALONMOON, the focus shifted from prioritising sales growth to maintaining and improving profitability through advertising investment efficiency and pricing strategy, in light of higher purchase costs resulting from the yen’s depreciation. Interim revenue fell 6.5% year on year. - FY2026AdvancedAnnual report
「These measures have driven steady growth, including cumulative shipments of more than 1.5 million units for the “SALONMOON” beauty-appliance series.」
Regarding SALONMOON, the company pursued e-commerce marketplace promotion, retail sales, new products and series products, and product placements, and cumulative shipments of beauty appliances exceeded 1.5 million units. - FY2026-H1AdvancedAnnual report
「As a result of these initiatives, cumulative shipments of SALONMOON beauty-appliance products surpassed 1.36 million units, indicating steady growth.」
The company pursued promotion on e-commerce marketplaces such as Amazon, Rakuten Ichiba and Qoo10, retail sales, the development and release of new products and series products, and product placements, bringing cumulative shipments of beauty appliances above 1.36 million units. It explained that promotional activities on some marketplaces did not progress as expected because of fluctuations in marketplace advertising rates, and that performance on some marketplaces was below expectations. - FY2025AdvancedAnnual report
「As a result of these initiatives, the cumulative number of SALONMOON hair irons shipped surpassed 1.23 million units, indicating steady growth. In addition, on 20 December 2024, the company launched the high-performance Booster Ion Dryer, which combines quick drying, hair care and convenience.」
SALONMOON continued e-commerce marketplace promotion, retail sales, and the launch of new products and series products, with cumulative hair iron shipments exceeding 1.23 million units. On 20 December 2024, it also expanded its product categories into hair dryers. - FY2025-H1AdvancedAnnual report
「As a result of these measures, cumulative shipments of the SALONMOON hair-straightener series surpassed 1.09 million units, showing steady growth.」
Regarding SALONMOON, the company pursued e-commerce marketplace promotion, search engine optimization, retail sales, and the launch of new products and series products, and cumulative shipments of hair irons exceeded 1.09 million units. Interim net sales were ¥461.447 million, up 9.2% year on year. - FY2025-Q1AdvancedAnnual report
「To enhance brand recognition and attract new customer segments, the Company has sold its products in stores at major variety retailers and discount stores, beginning with sales at home-appliance retailers nationwide in April 2022. The number of stores carrying the products is expected to exceed 1,000. As a result of these measures, cumulative shipments of the SALONMOON hair-straightener series surpassed 1 million units, showing steady growth.」
SALONMOON expanded in-store sales at home-appliance retailers, variety retailers and discount stores, reaching the stage where it expects its products to be carried in more than 1,000 stores. Cumulative shipments of its hair-straightener series surpassed 1 million units. First-quarter net sales were ¥232,435 thousand, up 2.5% year on year. - FY2024AdvancedAnnual report
「In addition, the Company began selling at some Loft stores in June 2023 and expanded to stores nationwide in August 2023. It also began distribution at Don Quijote, a major general discount retailer, in October 2023, further enhancing brand value and recognition. As a result, cumulative shipments of the SALONMOON hair-straightener series surpassed 940,000 units, showing steady growth.」
SALONMOON expanded Loft sales to stores nationwide and began distribution at Don Quijote. Cumulative shipments of its hair-straightener series surpassed 940,000 units, and full-year net sales were ¥801,683 thousand. - FY2024-Q3AdvancedAnnual report
「In addition, the Company began selling at some Loft stores in June 2023 and expanded to stores nationwide in August 2023. It also began distribution at Don Quijote, a major general discount retailer, in October 2023, further enhancing brand value and recognition. As a result, cumulative shipments of the SALONMOON hair-straightener series surpassed 900,000 units, showing steady growth.」
SALONMOON expanded Loft sales to stores nationwide and began distribution at Don Quijote in October 2023. Cumulative shipments of its hair-straightener series surpassed 900,000 units. - FY2024-Q2AdvancedAnnual report
「In addition, the Company began selling at some Loft stores in June 2023 and expanded to stores nationwide in August 2023, further enhancing brand value and recognition. As a result, cumulative shipments of the SALONMOON hair-straightener series surpassed 840,000 units, showing steady growth.」
SALONMOON expanded Loft in-store sales nationwide in August 2023, and cumulative shipments of its hair-straightener series surpassed 840,000 units. Cumulative second-quarter net sales increased 29.7% year on year to ¥422,623 thousand. - FY2024-Q1AdvancedAnnual report
「The Company has also been actively releasing new products and series products to attract new customer segments by expanding its product lineup. Cumulative shipments of the SALONMOON hair-straightener series surpassed 780,000 units, showing steady growth. In addition, it began selling in stores at major variety retailer Loft from June 2023 following the end of the current first-quarter consolidated accounting period, with the aim of further enhancing brand value and recognition.」
SALONMOON continued to launch new products and series products, and cumulative shipments of its hair straighteners surpassed 780,000 units. It also began in-store sales at Loft in June 2023. - FY2023AdvancedAnnual report
「During the consolidated fiscal year, the Company carried out promotional measures to expand its major e-commerce marketplaces, including Amazon and Rakuten Ichiba, and ranked first overall in Rakuten Ichiba's home appliance rankings. It is also focusing on new e-commerce marketplaces, particularly Qoo10, which enjoys overwhelming support from the brand's core customer base. Promotional activity on Qoo10 has been successful, with the brand ranking first in the Home Appliances, PCs and Games sales volume ranking in Qoo10 Mega Sale, and the business has expanded to the point where it is expected to become a future earnings pillar.」
SALONMOON expanded promotions on Qoo10 in addition to its main e-commerce marketplaces and ranked No. 1. Full-year net sales were ¥641,750 thousand, as the business advanced toward becoming a new core source of revenue. - FY2023-Q2AdvancedAnnual report
「The Company is also focusing on promotions on new e-commerce marketplaces. In particular, promotions on Qoo10, which enjoys overwhelming support from the brand's core customer base, have been successful, and the business has expanded to a scale where it is expected to become a new core source of revenue.」
For SALONMOON, the Company expanded promotions on Qoo10 in addition to Amazon and Rakuten, advancing the business to a scale that could become a new core source of revenue. Cumulative net sales were ¥325,922 thousand. - FY2023-Q1AdvancedAnnual report
「During the cumulative first-quarter period, the Company continued placing advertising within e-commerce marketplaces and implementing detailed advertising-management measures for search engine optimization, while also focusing on promotions on Qoo10, an e-commerce marketplace strongly supported by the brand's core customer base. The business expanded to the point where it is expected to become a new core source of revenue. The Company also developed new beauty appliances and focused on cosmetics with a strong affinity for beauty appliances. On 1 April 2022, it launched the brand's first cosmetic product, SALONMOON Hair Oil Mist, which uses heat to create beautiful, glossy hair. To attract new customer segments, the Company also developed sales channels and began selling in stores at home-appliance retailers nationwide on 28 April 2022. It plans to expand the number of retail locations successively, with distribution planned at approximately 500 stores. On 31 May 2022, it also changed the subsidiary's corporate name from the former 株式会社ASHIGARU to 株式会社SALONMOON to further enhance brand value and recognition.」
For SALONMOON, the Company advanced promotions on Qoo10, e-commerce marketplaces and search engine optimization, and launched Hair Oil Mist. It also began selling at home-appliance retailers nationwide, with distribution planned at approximately 500 stores. The subsidiary's corporate name was changed from ASHIGARU to SALONMOON to align it with the brand. - FY2022AdvancedAnnual report
「During the current consolidated fiscal year, in addition to handing over operations and other work, the Company launched various full-scale measures to expand sales. Specifically, it opened a new store on PayPay Mall to expand sales channels, placed advertising within e-commerce marketplaces and implemented detailed advertising-management measures for search engine optimization. As a result, SALONMOON ranked No. 1 in the bestseller ranking for hair straighteners on Amazon.」
For ASHIGARU and SALONMOON, the Company opened a store on PayPay Mall, placed marketplace advertising and implemented search engine optimization after the operational handover, achieving the No. 1 bestseller ranking in Amazon's hair-straightener category. Net sales were ¥395,396 thousand. - FY2022-Q3AdvancedAnnual report
「During the cumulative third-quarter period, the Company continued the handover of operations and other work and launched various full-scale measures to expand sales. Specifically, it placed advertising within e-commerce marketplaces and implemented detailed advertising-management measures for search engine optimization. As a result, SALONMOON ranked No. 1 in the bestseller ranking for hair straighteners on Amazon.」
For SALONMOON, the Company advanced marketplace advertising and search engine optimization after the operational handover, achieving the No. 1 bestseller ranking in Amazon's hair-straightener category. Cumulative third-quarter net sales were ¥250,307 thousand. - FY2022-Q2First statedAnnual report
「Many hair straighteners are developed on the assumption that they will be sold in physical stores, whereas SALONMOON is designed on the assumption that it will be sold through e-commerce marketplaces, where promotional expenses can be kept relatively low. This allows the difference to be allocated to product costs, enabling high quality at low prices.」
For SALONMOON, the brand of consolidated subsidiary ASHIGARU, the Company explained a business model offering high quality at low prices based on marketplace sales. During the cumulative second-quarter period, it proceeded with operational handover, established a structure for expanding sales channels, and planned and developed new beauty appliances, recording net sales of ¥113,123 thousand.