MATSURI: A New Chapter in Elegance
MATSURI, a group of six members with an average age of 36 and diverse backgrounds, has garnered significant attention, including receiving the New Artist Award at the 67th Japan Record Awards in 2025. Their concept, “Never give up on your dreams, no matter your age!” resonates deeply with Scalp D Beaute’s message of “giving dignity to adult women’s hair.” This shared philosophy, emphasizing that “hair and future can be changed at any age,” formed the foundation for this collaboration.
Showa Kayo, a genre of Japanese popular music from the Showa era (1926-1989), is celebrated for its nostalgic melodies and heartfelt lyrics. MATSURI’s mission is to revive this beloved musical style for the Reiwa era, bringing energy and cheer to Japan.
A Glimpse into the Chic WEBCM and Filming Experience
The newly produced vertical WEBCM showcases MATSURI’s sophisticated expressions and voices, embodying the lustrous hair that Scalp D Beaute aims to achieve for women. The commercial began airing on the web from January 19, 2026, and can be viewed on Angfa’s official YouTube channel:
The filming day began with individual shots, where members displayed bright, cheerful smiles against a pink backdrop, eliciting enthusiastic praise from the staff. As the focus shifted to portraying “lustrous and elegant women’s hair,” the group transformed, showcasing cool and refined expressions. Careful attention was paid to hand positions and facial angles, resulting in visuals that convey a sophisticated, adult ambiance. The session concluded smoothly, filled with a sense of camaraderie as their harmonized voices filled the studio during audio recording.
Behind the Scenes: MATSURI’s Thoughts on Elegance and Haircare
In a post-filming interview, the members shared their excitement. Mr. Onodera expressed, “It was truly enjoyable to capture various facets, both cute and cool! This ambassadorship has certainly heightened our beauty awareness, and it was a day that reaffirmed our commitment to becoming even more stylish adults.” Mr. Hashizume added, “As ambassadors for ‘Scalp D Beaute,’ we will strive to deliver over 100% of the product’s appeal by diligently taking care of ourselves and refining our image.”
When asked who among them possessed the most “elegance,” a key theme of the shoot, the members pointed fingers, and the consensus pointed to Mr. Suzuki Wataru. Mr. Suzuki humbly attributed this to his mindful use of language, posture, and demeanor. A surprising detail he shared was his habit of always wiping wet washroom counters, a small act that earned unanimous admiration from his bandmates. This dedication to detail, even in the smallest actions, truly embodies the concept of dignity.
Mr. Matsuoka enthusiastically recommended the “Scalp D Beaute Dignity The Scalp Shampoo & Treatment Pack,” highlighting its ability to add shine, volume, and smoothness, making hair incredibly silky. He also suggested pairing it with tools like the “Scalp D Beaute Scalp Electric Brush” or “Scalp D Beaute Beauty Head Spa” for an enhanced experience. “These products are as visually appealing as they are effective, brightening up your bathroom!” he commented.
Exclusive Campaign: Meet MATSURI and Grab Unique Merchandise
To celebrate MATSURI’s ambassadorship, a special campaign has been launched, offering guaranteed deluxe benefits with eligible purchases. The campaign is divided into two parts:
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Part 1: January 19, 2026 (Mon) 13:00 to February 9, 2026 (Mon) 9:59
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Part 2: February 16, 2026 (Mon) 10:00 to March 9, 2026 (Mon) 9:59
Customers purchasing eligible products in Part 1 will receive two exclusive items:
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Benefit 1: Original “Mejirushi Charm” (6 types)
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Benefit 2: Original Limited Trading Cards (12 types, featuring two different outfits)
As a grand prize, 54 lucky winners, chosen by lottery from those who purchase products from both Part 1 and Part 2 and apply through the respective forms, will be invited to a “Luxury Benefit Event.” This exclusive event on March 28, 2026 (Saturday), in Tokyo, will offer fans the chance to enjoy board games and take selfies with MATSURI. Full details on how to apply are available on the campaign’s special website:
Scalp D Beaute: Elevating Adult Haircare
Scalp D Beaute is a hair care brand developed from the insights of patients attending hair clinics, dedicated to “achieving dignity for adult women’s hair.” Since its inception in 2008, the brand has focused on scalp care, the foundation for healthy hair, and bases its product design on scientific evidence concerning “women’s hormones and hair.” The brand not only addresses women’s hair concerns but also aims to bestow a lustrous, manageable, and elegant quality to hair, aligning with the sophisticated image of MATSURI.
Highlighted products from the Scalp D Beaute line, as recommended by MATSURI members, include:
- Scalp D Beaute Dignity The Scalp Shampoo & Treatment Pack: The brand’s highest-grade line, designed for superior penetration, hair strength, fragrance, and finish.
- Scalp D Beaute Beauty Head Spa: A device to invigorate the scalp’s fascia and cleanse, contributing to beautiful hair and a refreshed facial appearance.
For more information on the Scalp D Beaute series, visit their official website:
This collaboration between MATSURI and Scalp D Beaute is poised to bring a fresh blend of nostalgic charm and modern elegance to the beauty industry. It highlights the growing trend of beloved Japanese cultural figures, like Showa Kayo groups, lending their unique appeal to lifestyle and beauty brands, potentially introducing these artists and their music to a wider global audience through the universal language of self-care and glamour. The campaign’s engaging fan interactions further solidify the bond between idols and their supporters, enriching the vibrant tapestry of Kawaii culture abroad.
