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What separates results across a multi-site group is where head office ends and the salon begins. From mapping the acquisition paths to advertising, measurement and repeat visits over LINE, the design sits with us alone.
Google (SEO)
Instagram
TikTok
Official LINE account
Numbers
2.53tn yen
The beauty salon market is 2.5 trillion yen
Combined market size for hair salons, barbers, aesthetics and nails. Hair salons account for 1.3063 trillion yen of it
Recruit Hot Pepper Beauty Academy, Beauty Census H1 2026 (13,200 men and women aged 15-69)5.9% drop
The hair salon market shrank 6% in a year
Year-on-year change in the 2025 hair salon market. The most common reason given for going less often is saving money on beauty
Recruit Hot Pepper Beauty Academy, Beauty Census H1 2026 (13,200 men and women aged 15-69)77.5%
Visits have fallen four years running
Share of women using a hair salon (down 1.7pt year on year). Men are at 32.7%, down 1.8pt
Recruit Hot Pepper Beauty Academy, Beauty Census H1 2026 (13,200 men and women aged 15-69)4.18visits
Visits have fallen to four a year
Annual visits by women (men: 5.05). Spend has recovered; frequency hasn't
Recruit Hot Pepper Beauty Academy, Beauty Census H1 2026 (13,200 men and women aged 15-69)7,686yen
The only thing growing is spend per visit
Spend per visit by women, up 0.2% year on year. Men spend 4,853 yen, down 0.5%
Recruit Hot Pepper Beauty Academy, Beauty Census H1 2026 (13,200 men and women aged 15-69)Issues
01
Booking sites, social, advertising, referrals. Several ways in, and the booking channel mix per salon is collated nowhere.
The fixWe put measurement tags and UTMs in order so booking channels are visible salon by salon.
02
Hand the same format to salons with different clients, locations and headcounts and it stops within weeks.
The fixFilming, posting, advertising and LINE all sit with us, so all the salon does is help with the shoot.
03
The gap between visits keeps stretching, there is no contact to remind anyone of the next one, and rebooking is still left to the individual stylist.
The fixWe split LINE messages by visit cycle and last service, delivering the rebooking prompt salon by salon.
Solution
01
Strategy and concepts, filming, editing and posting, advertising and the LINE design all sit with us. What stays at the salon is help with the shoot and a sentence to the client.
02
We connect social media, Meta and TikTok advertising, search and landing pages with a single set of words. Anything touching pharmaceutical or advertising law gets checked by us before delivery.
03
We put measurement tags and UTMs in order so you can see, salon by salon, whether a booking came from a booking site, your own page, social, advertising or LINE.
04
We segment by which salon, which stylist, last service and visit cycle, and split rebooking and open-slot prompts by salon.
What we watchSaves, profile views, booking clicks
What we watchRequested bookings, new clients by stylist
What we watchCompleted bookings, cost per booking
What we watchFollowers gained, rebooking rate, return rate
What we watchBooking channel mix, new versus returning by salon
The set-up here is one example. The number of salons and how much the catchments overlap change the order.
Process
Overall design through per-salon improvement, taken on together rather than split up
Phase01
What we look at isn't the group total; it's the numbers per salon.
We map the booking channel mix, the new-versus-returning split, the request rate and the hours sitting empty. From there we set the head office and salon roles and the per-salon KPIs.
Phase02
We settle the salon's own words first, then put them on the platforms.
Who, what and how. We design several angles and connect social media, advertising and landing pages with the same words. It starts with small tests.
Phase03
We follow it down to which programme drove bookings at which salon.
Measurement tags and UTMs go on your site and booking pages, reconciled with the booking system's own totals. New and returning per salon, all visible on one page.
Phase04
The relationship after a visit stops being left to individuals.
Segmentation runs on which salon, which stylist, last service and visit cycle. Rebooking and open-slot prompts get delivered salon by salon.
Phase05
Budget moves to the salons and programmes that are working.
Monthly reporting runs booking channel mix, request rate, LINE sign-ups and return rate, in that order. Whatever produced numbers at one salon gets extended to the others.
FAQ
What decides it is whether the catchments overlap. In the same town, consolidate into one to keep the volume of posts up; far apart, split by salon. A middle option, one brand account plus individual accounts for the main salons, is also common.
It isn't a proposal to drop it. Booking and review sites are still the main route for new clients. Rather than cutting now, we suggest growing a layer of your own alongside it that you can compare against.
What we ask of a salon is help with one or two shoots a month, and a sentence telling clients about LINE. Concepts, filming, editing, posting, ad delivery and the LINE design are ours.
Honestly, measurement comes first. Until you can see the booking channel mix, the request rate, the rebooking rate and LINE sign-ups per salon, there is no way to decide where to invest. Starting everything at once isn't necessary.
The LINE official account and tools like L Step and Liny are all contracted in your name. What we handle is design, build and running the messaging, and the customer data stays as the salon group's asset.
The first three months are the test period. Month one is measurement and LINE set-up, month two is testing, month three is a verdict on the per-salon numbers. The return rate lags by the length of the visit cycle, so we judge it over six months.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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