Adding New Value to Shared Salons: Dyson Product Experience Event Held at GO TODAY SHAiRE SALON Ginza Cras

GO TODAY SHAiRE SALON Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Kunihiko Oba) hosted an event from May 1 to May 31, 2026, at its shared salon "GO TODAY SHAiRE SALON Ginza Cras" (Ginza, Chuo-ku, Tokyo), in collaboration with Dyson Ltd., allowing visitors to experience Dyson products including the new "Dyson Supersonic™ Travel hair dryer."

This initiative aimed to provide opportunities for hairstylists and customers to engage with the latest products in the shared salon space. In the treatment booths, stylists used the "Dyson Supersonic Professional Model" during their daily work, while the "Dyson Supersonic™ Travel hair dryer" was available for self-testing in the waiting area. The event was designed to allow customers to experience the Dyson brand naturally during their time at the salon.

Event Overview Period: May 1 (Fri) - May 31 (Sun), 2026 Venue: GO TODAY SHAiRE SALON Ginza Cras (6-13-9 Ginza, Chuo-ku, Tokyo, GIRAC GINZA 6F) Displayed Products: Dyson Supersonic™ Travel hair dryer / Dyson Supersonic Nural™ Shine hair dryer / Dyson Airwrap i.d.™ multi-styler & dryer Experience Models: Dyson Supersonic (Treatment booths) / Dyson Supersonic™ Travel hair dryer (Waiting area) Organizer: GO TODAY SHAiRE SALON Co., Ltd. Cooperation: Dyson Ltd.

Two Dyson Experiences Expanding from Ginza The Dyson Supersonic professional model, lined up at the styling stations, was naturally introduced to customers by hairstylists during treatments. The event was designed not just as a product display, but as an opportunity to "touch, use, and feel." First, in the treatment booths, stylists used the model during their work, allowing customers to naturally experience the finish and performance of a professional tool.

Second, the self-experience in the waiting area allowed customers to try the new "Dyson Supersonic™ Travel hair dryer" while waiting. This offered a unique moment for customers to evaluate if the product suits them, within the natural flow of a hair salon, which is neither an appliance store nor their own home.

Event Reception and Changes in the Field During the event, customers frequently made comments such as "it feels light and dries quickly" and "I want one for my home" during their appointments. Interesting changes were also observed among the stylists. By interacting with the products daily, stylists broadened their knowledge, leading to natural conversations within the salon about product comparisons and evolutions. Because they are professionals who use these tools daily, they were able to deliver insights into the essence of the products. Over 15 active stylists at the Ginza Cras store used the Dyson Supersonic in their work for one month, with over 10 contributing their reviews.

As every stylist who faces customers daily speaks about the product's value in their own words, this initiative demonstrated that shared salons can serve as a space where brands and professionals meet on equal footing.

Comments from the Representative Keisuke Nishiyama, PR and Marketing, GO TODAY SHAiRE SALON: "Shared salons become places where brands, hairstylists, and customers meet. This collaboration with Dyson is the second brand experience initiative originating from our shared salon, following our partnership with Panasonic last year."