A design collection proposal as part of a corporate branding plan for Takara Belmont, a Japanese company that specializes in the manufacturing and sales of hairdressing related appliances and cosmetic products, that is also engaged in hair salon consultation and spatial design.

In many industries, speed has a direct impact on the values of their services as can be seen with home deliveries for food items such as pizza and same-day delivery for online shopping. However, in the hairdressing industry, where cheap haircuts are prevalent, people have the perception that “a fast haircut” = “cheap price”. Moreover, the cycle for customers visiting the hair salons is becoming longer year on year, due to financial or time constraints and this has led to many people with partial problems such as hair that has grown to an awkward length, grey hair or damaged hair. To resolve these issues simultaneously, a new form of service called “3/30 (THREE THIRTY)” was developed.

The service is divided into 3 areas, hair cut, hair colouring, and hair treatment. The stores specializing in all the areas offer quality service in the short reasonable length of 30 minutes. So, pressed for time customers can visit the stores with no fuss every 3 weeks, as part of their daily lives. By making this short yet professional service available in between visits to a hair salon for a whole service, a new routine proposed so that people can maintain a clean cut appearance. The space, equipment and cosmetics were all designed to match the new service offering.

This new service which focuses on superior technique and high value, high turnover, should also contribute to the rise in the spend of each customer and the frequency of their visit. A project that gets to the core of overcoming the issues faced by the current beauty and hair dressing industry from shortage of human resource and exodus of personnel by boosting the motivation of the staff while highlighting the changes in people’s lifestyles with the hair and beauty salons becoming more specialized.

Photos: Akihiro Yoshida