Matomage, an updo styling brand from Utena Co., Ltd., starts its "ウチらが主役大作戦" (Uchira ga Shuyaku Daisakusen, roughly "Operation: We Are the Stars") campaign on October 5 (Mon), 2026. Two items that tend to stay in the shadow of the brand's main products, the "Hair Styling Stick Regular White Floral Bouquet Scent" and the "Hair Arrangement Water," are putting themselves forward as the next star items and aiming to take the lead role.
Ahead of a final vote to decide who takes the lead, characters based on the two products declare war and take over the brand site and official social media accounts.
Campaign special site: https://www.utena.co.jp/matomage/uchiraga-shuyaku/
Background: Putting the Spotlight on Hidden Standouts
Matomage has long been a go-to brand for updos. When people think of Matomage, many picture the "Hair Styling Stick Regular" in pink packaging and the "Hair Styling Stick Super Hold" in green packaging.
With these two standard items leaving such a strong impression, the "Hair Styling Stick Regular White Floral Bouquet Scent," which offers a fragrant scent, and the "Hair Arrangement Water," which makes hair easier to handle before styling, have kept a loyal following but have rarely been in the spotlight. This promotion focuses on these "hidden standouts."
"Uchira ga Shuyaku Daisakusen" Campaign
1. Backing the Underdogs: Support Comments Wanted
Ahead of the final vote for the lead role, the campaign collects support comments for the scented Hair Styling Stick and the Hair Arrangement Water, which are currently trailing. Real voices from people who actually use the items introduce their hidden appeal.
"集え！ウチら推し！" (Gather Round! Our Favorites!) Campaign
- Period: October 5 (Mon) to October 18 (Sun), 2026
- How to enter:
- Follow the official Matomage X account.
- Quote-repost the campaign post with a comment about your favorite target item (the scented Hair Styling Stick or the Hair Arrangement Water), adding the designated hashtags
#ウチらが主役and#マトメージュ.
- Prize: A set of the two target items for 100 winners, chosen by lottery
2. Who Takes the Lead? The Final Vote
A final vote on the official Matomage X account decides which deserves the lead role, the hidden standouts or the standard items. Every vote will help decide Matomage's future.
"主役交代、決選投票！" (Change of Leads, Final Vote!) Campaign
- Period: October 26 (Mon) to November 1 (Sun), 2026
- How to enter:
- Follow the official Matomage X account.
- "Like" or repost the campaign post. To support the hidden standouts (the scented Hair Styling Stick and the Hair Arrangement Water), "like" the post. To support the standard items (the Hair Styling Stick Wax, unscented), repost it.
- Prize: A set of all Matomage products for 30 winners, chosen by lottery
3. Characters Take Over the Brand Site and Official Social Media
From October 5 (Mon), the Matomage brand site and official social media accounts feature the original characters "Mr. Purple" (Mr.パープル) and "Ms. Orange" (Ms.オレンジ), themed on the scented Hair Styling Stick and the Hair Arrangement Water. They take over the icons and top images in a special design. The campaign special site is also being launched.
About Matomage
Since its launch in 1996, Matomage has been a styling series for updos with cumulative shipments of over 70 million units (*). It keeps hair in place without stiffness, makes arrangements easy, and aims for zero flyaways and messy hair.
* Shipment count based on the company's own survey. Counting period: March 1996 to August 2026.
Matomage brand site: https://www.utena.co.jp/matomage/
Product Information
Matomage Hair Styling Stick Regular / Super Hold (まとめ髪スティック レギュラー／スーパーホールド)
- Price: ¥693 (tax-included reference price)
- Capacity: 13 g
- Description: A stick-type wax that keeps flyaways and bangs in place without stiffness. It keeps hands clean and makes styling easy. Available in Regular for a natural finish and Super Hold for a firm finish. Unscented.
- How to use: After styling, press the flat side of the stick directly against areas where the style is starting to lose its shape, and stroke it on.
Matomage Hair Styling Stick Regular White Floral Bouquet Scent (まとめ髪スティック レギュラー ホワイトフローラルブーケの香り)
- Price: ¥803 (tax-included reference price)
- Capacity: 13 g
- Description: The fragrance type of the Hair Styling Stick Regular, with a fresh, translucent white floral bouquet scent.
- How to use: After styling, press the flat side of the stick directly against areas where the style is starting to lose its shape, and stroke it on.
Matomage Hair Arrangement Water (まとめ髪アレンジウォーター)
- Price: ¥825 (tax-included reference price)
- Capacity: 100 mL
- Description: A wax water that makes styling easier when sprayed before arranging and keeps the style in place without stiffness. Unscented.
- How to use: Before creating an updo, spray lightly over the whole head of hair, just enough to dampen it, and work it through with a comb or your fingers. Then gather your hair.
Matomage 前髪グルーａ (bangs glue)
- Price: ¥1,100 (tax-included reference price)
- Capacity: 5 mL
- Description: A bangs styling item that is applied to the forehead to attach the bangs directly to the skin. It keeps bangs from lifting or parting and holds them naturally without stiffness. It resists sweat and sebum yet washes off easily. The brush type makes it easy to apply exactly where needed.
- How to use: Apply the glue to the area (skin) where you want to hold the bangs, and attach the bangs to the skin before the glue dries completely.
Matomage is sold at drugstores and variety stores nationwide.
