YANAGIYA HONTEN CO., LTD. which marks its 398th anniversary since foundation this year, announced on March 28 its decision to use Mr. Eiji Kawashima, a player of Standard Liege in Belgium Jupiler League (first division league) as the face of its hair grower brand "YANAGIYA Medicated Hair Growth Fresh Tonic." Mr. Kawashima is a football player who is expected to be a key player as a goal keeper in the 2014 FIFA World Cup Brazil (TM).

He transferred to Belgium Jupiler League in 2010, and has since been challenging on the world stage with his straightforward passion. Mr. Kawashima was asked to be the face of the product since his attitude matches the image of "YANAGIYA HONTEN" which is not only a historical company with tradition and trust but also keeps on challenging and the "Keeping hair" concept and image of "YANAGIYA Medicated Hair Growth Fresh Tonic".

Mr. Kawashima is cheerful and full of passion. He is also proficient at languages (speaking 7 languages). His activities are beyond the field of sport and popular with men and women of all ages. He will appear at promotions such as advertising and POS as the face of "YANAGIYA Medicated Hair Growth Fresh Tonic."

Official website of Fresh Tonic (only in Japanese):

http://www.fresh-tonic.net

Product information:

YANAGIYA Medicated Hair Growth Fresh Tonic

- Open price "Quasi drug"

- Extracts from natural medicines and vitamin E derivative (medicinal properties) hit scalp with jet spray.

- 4 types are available now.

- Efficacy:

* Prevent hair loss, thinning hair, dandruff, itchiness

* Nourish hair

* Stimulate hair growth

About Eiji Kawashima

He was born on March 20, 1983. In 2001, he became a member of Omiya Ardija, debuted as a J.League player. Via Nagoya Grampus and Kawasaki Frontale, he transferred to Belgium Jupiler League. Currently he is a player of the leading team, Standard Liege. He is a top-level athelete and also famous for being able to speak 7 languages.

About YANAGIYA HONTEN CO., LTD.

The founder who was a court physician of Shogun Tokugawa Ieyasu who started the business of manufacturing and sales of rouge, hair wax, perfume oil and face powder. It is the oldest cosmetic company in Japan with a long and distinguished history. It now sticks to botanical ingredients, and manufactures and sells mainly hair care products. Its sales outlets are drug stores, mass merchandisers, etc. The company is located at 1-10-6 Nihombashi Bakurocho, Chuo-ku, Tokyo 103-0002, Japan. Its President/CEO is Eiichiro Toike.

Source: YANAGIYA HONTEN CO., LTD.