SEE/SAW, launched in 2018 from the salon-exclusive haircare brand LebeL, has undergone a rebranding and product renewal. An announcement event was recently held, where the background and outlook for this rebranding five years after its launch, along with the renewed products, were unveiled.

The renewal includes in-bath shampoos and conditioners, and out-bath treatments. Building on the previous concept of "Hair that captivates the heart," which focused on creating soft, translucent, lustrous hair, the rebranding introduces an updated message: "Beauty resides in the movement that creates it." To express this, the products have been further enhanced. Utilizing "Rayleigh scattering" (a light phenomenon that enhances the blue tones crucial for hair translucency) as a technology, inspired by the study of impression science, the formulas counteract the dullness caused by redness and yellowness that often occurs after hair coloring, creating a clearer, more lustrous shine.

Furthermore, the latest high-penetration technology, "Hair Medulla Care," delivers moisture to the hair's innermost core, the medulla, achieving soft, supple movement even in hair that has become stiff and difficult to manage due to bleaching or aging. The subtle, translucent scent, composed of 60 carefully selected fragrance ingredients, gently wafts with every movement. With three types tailored to different hair types and conditions, you can enjoy the pleasure of choosing and switching between them based on your mood and energy levels.

The market is flooded with haircare products and services, and consumer needs are rapidly evolving. Amidst a constant influx of new brands, SEE/SAW decided to rebrand with the aspiration to not only enhance external beauty and impression through beautiful hair but also to unlock inner confidence and radiance, thereby expanding women's ways of living and their potential.

With the work style reform and the development of parental leave systems, women's ways of working and living are changing, leading to a diversification of values. Previously, women's focus on beauty was largely self-directed, often associated with concepts like "self-improvement" and "looking good." However, we are now entering an era where individuals consider and forge their own paths, while also respecting and acknowledging others with different perspectives, refining their unique individuality and style. Similarly, stylists who support the salon-exclusive brand SEE/SAW have seen their work styles and values diversify since the pandemic, leading to an increase in stylists with unique personalities.

SEE/SAW aims to support these women and stylists in bringing out their individuality, and to grow alongside the brand as their unique brilliance shines.

The makeup show at this announcement event featured Midori Taniguchi, a hair and makeup artist known for her work on music videos and commercials, whose makeup style is also a topic of discussion on social media. The MC was Minaho Hayashi, who, in addition to her work as a freelance announcer, is active in a wide range of fields, including managing a popular, hard-to-book beauty salon, PR, and production. This demonstrates SEE/SAW's desire to build the brand not just on product strength, but together with women who possess inner conviction in their way of life and values, shining vibrantly.

As the world becomes more dynamic and active with the end of the pandemic, women and stylists alike will likely shine even brighter. With every movement, the translucent, lustrous hair and the subtly fragrant, calming scent will bring a little more confidence to your daily self, encouraging a positive outlook. We look forward to the future of SEE/SAW, which offers such daily joy.

Product Overview
SEE/SAW Hair & Scalp Shampoo B/S/T
250mL ¥3,850 / 500mL ¥5,390 / REFILL 800mL ¥7,150 (Salon Exclusive)
SEE/SAW Hair Treatment B/S/T
200mL ¥3,850 / 500mL ¥6,600 / REFILL 800mL ¥9,020 (Salon Exclusive)
SEE/SAW Clear Oil Sharp / Clear Oil Flat / Clear Milk Natural (Hair Treatment)
80mL each ¥4,180 (Salon Exclusive)
*All prices include tax and are manufacturer's suggested retail prices.