Ash Co., Ltd. (Naka-ku, Yokohama / President and CEO Yujiro Osawa), a group company of Arte Genesis Co., Ltd. (Naka-ku, Yokohama / President and CEO Hideyoshi Yoshimura), which operates approximately 370 beauty salons, held its first in-house technical forum, "AshRUSH Night," for staff on June 11, 2026 (Thu) at Arimino Studio in Takadanobaba.

This event was an in-house forum held after business hours to facilitate technical sharing and human resource development in a multi-store expansion environment. Approximately 220 staff members participated on the day, with eight specialized booths covering the latest techniques, counseling, photography, and makeup, under the two main themes of "Sales Improvement" and "Expanding Possibilities." In a post-event survey, 97% of participants responded that they "developed interest in new fields," and 96% said they "want to participate again." The opportunity to learn across different stores and positions resulted in increased motivation and a desire for growth among staff.

Background: Eliminating the "Learning Gap" Created by Multi-Store Expansion

At Ash, stylists and creators with high technical skills and expertise are active in each salon. However, as the company expanded to multiple locations, a challenge arose in increasing opportunities to share excellent techniques and knowledge between stores and creating an environment where everyone could learn. Furthermore, many staff members felt "interested in hair shows and photoshoots but lacked the opportunity to participate" or "wanted to try something new but found it difficult to take the first step." Therefore, we planned "AshRUSH Night," a practical forum that could be easily attended by utilizing time after business hours. This provided a venue to learn directly from staff active on the front lines, transcending store and position boundaries.

Providing Learnings Applicable from Tomorrow with Two Themes: "Sales Improvement" and "Expanding Possibilities"

The forum was structured into two themes to allow participants to learn according to their individual goals.

Survey Results

A survey was conducted among 62 participants after the event.

● Approximately 97% "Developed Interest in Fields They Hadn't Previously Engaged With"

Greatly increased: 52.5% Slightly increased: 44.3% A total of 96.8% responded that their interest and curiosity in new fields had grown.

● "Counseling" Was the Most Popular Booth

In the "Interesting Booths" section, which allowed multiple answers:

1st place: Counseling

2nd place: Balayage & Design Color

3rd place: Men's Trend Perm & Straightening Perm

This result indicates a high level of interest not only in the latest techniques for color and perms but also in "counseling" to enhance proposal skills and communication with customers.

● 96% "Want to Participate Again"

Definitely want to participate: 62.3% Want to participate depending on the content: 34.4% A total of 96.7% expressed a desire for the event to be held regularly.

● Free-Word Responses (Excerpts)

Participant A) The counseling workshop was very enjoyable.

There was a lot of content I could use from the next day, and I want to participate again.

Participant B) I was able to see the techniques up close, which further sparked my interest and curiosity.

Participant C) It was divided into booths, and there wasn't enough time to ask everything I wanted to, but

it was fun to interact with people from other stores whom I don't usually talk to.

Participant D) I attended alone.

The content was very fulfilling, so I wish I could have involved more of my colleagues.

Participant E) I felt it would be even more enjoyable with game-like workshops and practical sessions.

Learning and Interaction Beyond Stores Made Possible by Holding the Event After Business Hours

Holding the event after business hours allowed many staff members to attend easily after work. At the venue, lively questions and exchanges of opinions took place, facilitated by the close proximity to instructors in the demonstration format. Interactions with staff from other stores, with whom they usually have little contact, also fostered not only technical skills but also personal connections.

Ash will continue to support the growth of each individual by creating an environment where staff can learn beyond store boundaries, aiming to further improve the techniques and services provided to customers.

Organizer's Comment: Daisuke Yamakawa, PAX (FC Owner)

The inspiration for holding this event came from the recruitment event "AshRUSH" held in March of this year. This event was held for recruitment purposes, inviting beauty school students and showcasing the diverse possibilities available at Ash through three hair show formats. Specialists involved in creating the shows presented, allowing attendees to experience their techniques and performances up close. During the post-event review, the topic arose that while the event successfully conveyed Ash's appeal to beauty students, it surprisingly hadn't been fully communicated internally. We planned this event to highlight that due to its multi-store nature, Ash has many specialists with unique skills that cannot be learned at one's own or nearby stores, and to promote this internally.

We were particular about the date for this internal event. Gathering staff on their day off would raise the participation barrier, so we decided that holding it on a weekday evening after business hours would encourage even hesitant staff to attend, thinking, "If so-and-so is going, I'll go too." As a result, despite being voluntary, 220 staff members attended, and the event was a great success. We believe the content was well-balanced, ranging from "business-ready techniques applicable from tomorrow" to "creative-based content that sparks the passion of hairdressers who aspire to do more in the future." However, with approximately 1,400 staff members in Ash overall, there is still much to communicate. We plan to hold such events regularly in the future to better convey our company's strengths and potential to our staff.

Event Overview

Event Name: AshRUSH Night

Date & Time: June 11, 2026 (Thu) OPEN 20:00 / CLOSE 21:30 Venue: Arimino Studio (Takadanobaba) 1-5-5-22 Shimo-Ochiai, Shinjuku-ku, Tokyo 161-0033

Number of Attendees: 213

Content: In-house technical forum

Photo Report

Type A: Straightening Perm (01)

Instructors

Hideto Tanaka, Aejon Mitaka

Kanata Sakaguchi, a.lot Mizonokuchi

Type A: Men's Trend Perm (02)

Instructors

Ryuto Tsuchiya, Tect by Ash Kichijoji

Taisei Ikeda, Rolka Ikebukuro

Type A: Balayage Design Color (03)

Instructors

Shunsuke Yamazaki, Ash Omiya

Meimi Kato, Ash Omiya

Ryusei Sawada, Ash Omiya

Type A: Counseling (04)

Instructors

Yuji Yamazaki, Ash Takahatafudo

Kimito Miyagawa, Ash Oizumi Gakuen

Type B: Avant-garde Workshop (05)

Instructors

Mari Nozawa, Ash Shin-Koyasu

Miruka Suzuki, Ash Ikegami

Type B: Reality Department Photoshoot (06)

Instructors

Hiroyuki Watanabe, Ash Jukkamachi

Keimasa Taguchi, Ash Ikegami

Miki Asaoka, Ash Shin-Koyasu

Narumi Fukushima, Ash Shimokitazawa

Type B: Makeup (07)

Instructors

Tomomi Tajima, Ash Ikegami

Mayumi Hamada, Ash Koenji

Himeka Yamamoto, Ash Musashishinjo

Haruka Takeguchi, Ash Musashishinjo

Type B: Hair Dressing & Arrangement (08)

Instructors

Nana Kishida, Ash Kameido

Misa Yoshizawa, Ash Kita-Ageo

Yu Nakajima, Ash Izumi-Chuo

Akira Ugajin, Ash Kawasaki

【About Ash Co., Ltd.】

Headquarters: VORT Yokohama Kannai III 8F, 1-2-12 Bandai-cho, Naka-ku, Yokohama, Kanagawa 231-0031 Founding Chairman: Naoki Yoshihara President and CEO: Yujiro Osawa Established: July 1, 2006 Tel: 045-663-6120 URL: https://ash-hair.com/ Business Activities: Beauty industry, operation of beauty salon franchise chains

【About Arte Genesis Co., Ltd.】

Headquarters: Arte Marine Wave Bldg. 5F, 1-4-1 Okina-cho, Naka-ku, Yokohama, Kanagawa 231-0028 Chairman of the Board: Naoki Yoshihara President and CEO: Hideyoshi Yoshimura Established: January 11, 2022 Founded: August 7, 1986 Capital: 100 million yen Tel: 045-663-6123 URL: https://artegenesis.com/ Business Activities: Holding company operating beauty salon chains, etc. Group Companies Ash Co., Ltd. https://ash-hair.com/ New York New York Co., Ltd. https://www.nyny.co.jp/ Style Designer Co., Ltd. https://www.styledesigner.net/ C&P Co., Ltd. https://www.chokipeta.com/ Diamond Eyes Co., Ltd. https://www.diamond-eyes.net/ Tokyo Beauty Art Academy Co., Ltd.

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FACT BOX

  • Source: PR TIMES
  • Category: Event