A nostalgic feature on shampoos: the scents beloved in the Showa era
How many of the shampoos used in the Showa era do you remember? There are times when memories suddenly come back—like the catchy phrases you’d hum along with every time they played on TV commercials, or the design of those bottles lined up by the sink.
In this article, we’ll look back at a variety of nostalgic shampoos and introduce the beloved items that brightened bath time in the Showa period.
You might even come across a brand that makes you exclaim, “We had this at home!” Please take your time and enjoy.
A nostalgic shampoo special: Those scents loved in the Showa era (1–10)
AquamieNEW!
Aquamee was released in 1980 as the successor to Lion’s popular brand “Emeron.” It was a shampoo that focused on the hair’s moisture balance, promoting the idea that “beautiful hair has a moisture content of 11–13%” and pointing out that insufficient moisture makes hair more prone to static electricity.
The TV commercial’s catchphrase was “Adjust the moisture in your hair.” In the ad, actor Koji Ishizaka measured women’s hair moisture on the street using a special device and recommended Aquamee with comments like “It’s a little low,” which became a hot topic.
Emeron Etiquette ShampooNEW!
One indispensable presence when talking about Showa-era bathrooms is “Emaron Etiquette Shampoo.” It was widely loved as a household shampoo with a refreshing finish and a fragrance that emphasized cleanliness.
True to the name “Etiquette,” its distinctive concept focused strongly on odor care and a sense of cleanliness.
It left the impression of being pleasantly usable even in sweaty seasons, with light foaming and a clearly perceptible feeling of freshness after washing.
Designed with practicality over flashiness, it became a staple that the whole family could use.
Simple yet embodying the value of “keeping things properly groomed,” it stands as one of the shampoos that symbolize everyday life in the Showa era.
Emelon ShampooNEW!
https://www.facebook.com/groups/358586826319960/posts/825524972959474/In 1965, Lion released Emeron Shampoo, which emphasized fragrance, helping liquid shampoo become widespread in Japanese households.
The name “Emeron” was reportedly coined by Lion to have an appeal favored by women, combining the gemstone emerald with the company name Lion.
It was known for its glamorous scents, such as lavender and jasmine, and for how clean hair felt after washing.
Speaking of Emeron, it’s all about the TV commercials.
The popular scenes featured approaching a long-haired woman on the street and getting her to turn around, and the Honey Nights’ song “Furimukanaide” (“Don’t Turn Around”) that played in the ads was also a hit.
ShawaranNEW!
https://www.tiktok.com/@akemi1116/video/7376931234808663314Showeran by Cow Brand Soap was launched in 1977.
It was a shampoo formulated with plant-derived conditioning ingredients based on the concept of being gentle on hair even with daily washing, and its fresh, clean fruity-green fragrance gained popularity especially among young people.
In the TV commercials, Pink Lady was featured, and as their popularity skyrocketed, Showeran’s name recognition also surged, making it a hit product.
Pink Lady-themed novelties such as plastic file boards and posters were also produced and are still listed at auction today.
Top BoyNEW!
Lion’s “Top Boy” was a men’s shampoo released in 1984 that became an icon of late-Showa/1980s Japan.
With its refreshing mint fragrance and brisk, cooling feel after washing, it was a popular choice among young men of the time.
The packaging featured a bright, pop illustration by Eizin Suzuki that evokes the West Coast, overflowing with the vibe of the ’80s.
Speaking of Eizin Suzuki, he’s also well known for the album jacket of Tatsuro Yamashita’s 1982 release “FOR YOU.”
Tonic ShampooNEW!
https://www.tiktok.com/@akubikun0/video/7192982933832011009Sunstar’s Tonic Shampoo, launched in 1968 as Japan’s first shampoo for men, was developed at a time when shampoo was strongly associated with women.
Focusing on the behavior that “men wash their scalp rather than their hair,” the developers thoroughly researched men’s desire for a brisk, refreshing feel and won support by creating a menthol-infused sensation.
It reportedly became a hit product on par with Bon Curry and Kappa Ebisen.
Since its 1968 debut, it has continued to be rebranded and sold, celebrated for its “overwhelmingly refreshing tingle.”
BasubonNEW!
https://www.tiktok.com/@user4fmy7x5iiy/video/7470916117037452552Busbon, with its soft, fluffy lather and a somehow nostalgic scent, brightened Showa-era bathrooms.
People loved how it cleaned thoroughly yet left hair feeling less squeaky, making it a go-to family shampoo.
The bottle design was simple but practical, offering a sense of reassurance just by sitting in the bathroom.
Its fragrance wasn’t flashy—more like an extension of soap—reflecting the era’s emphasis on a clean, fresh finish.
Compared to today’s multifunctional shampoos, it was simple, but its ease of use really stood out.