MediProduce Announces Third Phase of 'Self-Care (EYE) Campaign' to Celebrate the Relaunch of 'Eye Shampoo' — 'Cool Eye Shampoo' Service Begins July 17 at Kumagaya's Barbershop Known for Japan's Top Heat Relief

MediProduce Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Rei Okumura) will relaunch 'Eye Shampoo,' a specialized shampoo for eyelid and eyelash hygiene and health, on Tuesday, July 21, 2026.

As the third phase of the relaunch commemoration 'Self-Care (EYE) Campaign,' a collaboration with 'Haru Barbershop' in Kumagaya, Saitama Prefecture—a barbershop known for being Japan's top in heat countermeasures—will begin on Friday, July 17.

As a serious heat countermeasure, a new limited summer menu called 'Cool Eye Shampoo' will be introduced, featuring 'Eye Shampoo Cool,' which dramatically refreshes and cools the eye area.

Starting the Ultimate Cool Experience at Haru Barbershop in Kumagaya, Known for 'Japan's No.1 Heat Countermeasure'

The shop is already famous for its popular summer-only menu 'Carbonated Chilled Shampoo,' which uses menthol-based shampoo cooled down for hair washing. This year, they are adding the new 'Cool Eye Shampoo' service, using 'Eye Shampoo Cool' to refresh and cleanse eyelashes and the eye area.

During the treatment, customers will first use 'Eye Shampoo Cool' along with facial cleansing to gently wash the eye area themselves, before proceeding to the 'Carbonated Chilled Shampoo.' This two-step process delivers an ultimate refreshing sensation available only during this summer.

Free samples of one use of 'Eye Shampoo Cool' will also be distributed at Haru Barbershop and five other beauty salons in Saitama Prefecture that offer the 'Carbonated Chilled Shampoo.'

Additionally, we interviewed Dr. Reiko Ito from Ito Eye Clinic about 'eye risks' and hygiene habits (lid hygiene) that are especially important during summer.

We also spoke with singer Ryota Kaizo, an actual user of the product.

In recent years, more men are wearing makeup, and increasing numbers of people are paying attention to eye hygiene due to eye fatigue from excessive smartphone and PC use, as well as sweat management during summer.

Take this opportunity to try the newly upgraded Eye Shampoo for a refreshing eye care experience.

Relaunch Commemoration Project: 'Self-Care (EYE) Campaign'

~ Do you love (EYE) yourself? Start your self-care (EYE) routine from your eyes. ~

With this relaunch, MediProduce aims to spread awareness about the importance of eye hygiene not only through product sales but also through experiential initiatives that allow people to try 'Eye Shampoo' firsthand.

Self-Care (EYE) Campaign Phase 3: 'Cool Eye Shampoo' Experience and Free Sampling

Cooling the Eyes at Kumagaya's Barbershop, Known for 'Japan's Top Heat Countermeasure'

Event Period

Starting July 17, 2026 (Friday) — Closed every Monday and Tuesday

Business Hours

Wednesday to Friday: 9:00–19:00 (Last Reception)

Saturday, Sunday, and Holidays: 8:30–18:00 (Last Reception)

Participating Salon

Haru Barbershop

Address

2-74 Hoshikawa, Kumagaya City, Saitama Prefecture

Eligibility

All customers who order the 'Carbonated Chilled Shampoo' during the event period

'Eye Shampoo Cool' Experience

Special Benefit

All visitors during the period will receive a free sample of 'Eye Shampoo Cool'

Official Website

https://www.harutoco.com/index.html

Official SNS

https://www.instagram.com/haruriyouin/

About the 'Cool Eye Shampoo' Service

Before the 'Carbonated Chilled Shampoo,' customers will use 'Eye Shampoo Cool' along with facial cleansing to gently wash the eye area, leaving the entire face feeling cool and refreshed.

This delivers an ultimate refreshing sensation surpassing the previous 'Carbonated Chilled Shampoo.'

※ Customers will perform facial cleansing themselves, including the eye area.

'Eye Shampoo Cool' Sampling Locations

Starting July 17 (Friday), one-use samples of 'Eye Shampoo Cool' will be given free of charge to visitors at the following locations:

· Haru Barbershop (2-74 Hoshikawa, Kumagaya City, Saitama)

· Tane-ya (3-5-29 Nishimachi, Iwatsuki Ward, Saitama City, Saitama)

· Kamiasobi Riyō Kobayashi (563 Hōgaku, Yorii-machi, Ōsato-gun, Saitama)

· Hair Resort Alac (2-6-11 Asahimachi, Honjō City, Saitama)

· Riyō Honda (100-344 Nishishimmachi, Gyōda City, Saitama)

· aozora (1-5-19 Nakanishi, Kumagaya City, Saitama)

Relaunch Commemoration Project: Ophthalmologist Interview

Eye Risks and Hygiene Habits Men Should Be Aware of in Summer

Interview with Dr. Reiko Ito, Ito Eye Clinic

Are Men Less Likely to Notice Eye Problems?

Men who don’t typically wear eye makeup often lack the habit of consciously cleaning the base of their eyelashes and tend to look in the mirror less frequently. As a result, they are less likely to notice dirt or oil buildup on their eyelids. Especially in summer, increased sebum production makes eyelids greasy and prone to accumulating dirt, increasing the risk of inflammation or styes when rubbing the eyes.

Beware of Using Face Wipes on Your Face in Summer!!

While convenient for quickly wiping sweat off the face, face wipes often contain ingredients like ethanol that can damage the cornea if they get into the eyes. Avoid using them around the eye area.

The Danger of Using Smartphones Under Strong Summer UV Rays

Normally, tears absorb and scatter about 60% of UV rays, protecting the eyes. However, continuously looking at smartphones reduces blinking frequency, leading to tear deficiency and 'dry eye' conditions. This weakens the eye’s natural defense, potentially leading to keratitis, pterygium, or cataract progression.

Dr. Reiko Ito, Ito Eye Clinic

Graduated from Kyoto Prefectural University of Medicine, completed doctoral program there. Served as Assistant at Keio University School of Medicine Department of Ophthalmology, then Lecturer, Chief of MGD Clinic at Keio University Hospital Ophthalmology, and Chief of Dry Eye Clinic at Tokyo University Ophthalmology Clinical Researcher. Highly acclaimed for research achievements in general ophthalmology, especially in dry eye and meibomian gland dysfunction. Actively leads LIME Research Society, dedicated to research, education, and promotion of diagnosis and treatment for meibomian gland dysfunction.

Relaunch Commemoration Project: User Testimonials from Male Users

<User Comment>

I started using it on a friend’s recommendation. Although I don’t wear makeup, I used to suffer from eye discomfort due to contact lens use and seasonal dry eye. This Eye Shampoo is impressively simple to use and doesn’t sting the eyes. With continued use, I’ve noticed improvement in my dry eye symptoms. Since our eyes are vital organs that never rest, I highly recommend this to anyone in modern society—office workers, students, and hay fever sufferers—who use smartphones and computers daily. I hope more people will incorporate it into their daily care routine.

Singer Ryota Kaizo

Born in 1990, from Aichi Prefecture

Two-time consecutive world champion at the Karaoke World Championships

Major debut in 2018 with 'Love no Katachi'

Winner of the New Artist Award at the 61st Japan Record Awards

Holds a Guinness World Record as a highly skilled singer

Official Profile: https://ryot