Armada Co., Ltd. is running an experience event for the salon-exclusive hair and skin care series "armada Mi+" at the beach house "Beach Bright" in Enoshima from July 1 to September 13, 2026.
The event gives visitors a chance to experience on the spot the importance of summer aftercare for hair and skin in a seaside setting.
Trying "armada Mi+" at the beach house "Beach Bright"
At the beach house "Beach Bright," visitors can try "M301," "P401" and "AETENO Mi+" for free.
It has also been announced that "Mi+ Shampoo" can actually be used in the paid shower booths.
Each table has a notice about a trial set that can also be tried at home, and the in-store POP displays introduce the steps for use and detailed product information.
The event focuses on letting people experience the need for care and the products at the seaside, where hair and skin easily feel dry.
Making salon-exclusive products more familiar
Until now, Armada has offered hair and skin care products through hair and beauty salons across Japan.
The company says that the value of salon-exclusive products is felt more fully when hairstylists and beauty professionals explain proper usage and care methods suited to each client's condition.
On the other hand, a challenge has been that ordinary consumers have limited opportunities to learn about and try salon-exclusive products.
This beach house initiative is positioned as one of the company's "beauty proposals that begin with experience."
Four things you can experience at the beach
Free trial of "M301" and "P401"
"M301," which moisturizes hair and skin, and "P401," which firms and conditions skin and hair, can be tried after coming out of the sea or after a shower.
Because they can be used on the face, body and hair, you can experience a care method that is easy to add even after summer outings.
Free trial of "AETENO Mi+"
With the leave-in treatment "AETENO Mi+," you can check how your hair feels and how well it stays in place.
By using it on hair that has become tangled from seawater and sea breeze, the event offers a chance to try the product in conditions close to real life.
Using "Mi+ Shampoo" in the paid shower booths
At the paid shower booths of "Beach Bright," you can use "Mi+ Shampoo."
It is said that, when washing hair and scalp after swimming, you can experience the lather, fragrance and how clean the hair feels afterward.
* An additional fee applies for use of the shower booths.
Trial sets and summer home care information
Trial sets that can be tried at home or while traveling are available at each table.
In connection with this, information useful for summer home care was shared on TikTok Live, such as starting care early to moisturize hair and skin and prevent dryness after exposure to UV rays, seawater and sea breeze.
Event overview
Event name: armada Mi+ Summer Moisture Care Experience
Period: July 1 to September 13, 2026
Venue: Enoshima beach house "Beach Bright"
What you can experience:
Free trial of M301 and P401
Free trial of AETENO Mi+
Using Mi+ Shampoo in the paid shower booths
Information on trial sets
* The experience may change or end depending on the weather, operating conditions, product stock and other factors.
