Creating future necessities. History of SOFT99
Our history since 1954In 1954, SOFT99 began production of domestic wax for use on automobiles. Since that time, SOFT99 has always been aware of the needs of its customers and has been providing products that will become future necessities to the relationship between cars and people before we know it.
1954-1969
Origin
The car revolutionalised Japan as we knew it.
It enriched the lives of Japanese people.
1973
Emergence of body coating products
Villa Coat
This was a revolutionary product that is said to be the predecessor of the current glass-based car coatings. This coating was applied and then cured by reacting with moisture and oxygen in the air, and it was sold as a coating that “lasts five or ten times longer than wax”. Two types of coatings were released at the time, one a liquid and the other a solid, and a popular selling point was that the car need only be washed with water for the following three to six months.
Golden Neo Polish Advertising Gallery
1962
SOFT99’s first automotive wax was born
NeoSoft Wax
SOFT99’s first automotive wax was a big hit due to its antistatic properties that prevented static electricity from attracting dust and dirt. The brand name “SOFT99”, which is also the current company name, was adopted for the first time with this product.
NeoSoft Wax Advertising Gallery
1968
The pioneering car shampoo was unveiled.
Blue Shampoo
In the days when many people were washing their cars with dishwashing detergent for lack of a better alternative, the emergence of car-specific soaps became a hot topic. The product name took root as a “shampoo” in order to convey the foaming qualities of the soap. The demand for car shampoos, which do not damage the car during scrubbing but still strongly remove dirt, was stimulated by SOFT99’s “Blue Shampoo”.
Blue Shampoo Advertising Gallery
1969
The emergence of a workable paste type wax
SOFT99 Hanneri
At that time, soft paste waxes were very rare. In the era of solid wax that was hard to apply and heavy to wipe off, the good workability of SOFT99’s Hanneri led it to become popular. White cars were coming into fashion, and there was a growing need to remove dirt, so “SOFT99 Hanneri”, which can remove dirt while waxing, was a big hit. It is said that the category name “Hanneri” of wax has taken root from this product.
Blue Shampoo Advertising Gallery
1970-1989
Origin
As lifestyles become more diversified,
Cars became a symbol of style, class and self-confidence.
1954
The birth of “domestic wax” for use on automobiles
Golden Neo Polish
At that time, wax made outside of Japan was the norm. However, as foreign wax was expensive, people found it difficult to buy. “Golden Neo-Polish” appeared as a savior in such an era. It was in fact originally developed for wood furnishings and other types of furniture, but it was a liquid type wax that could also be applied to automobiles. From this time, SOFT99 began to be known for car washing and waxing, leading to this wax becoming the defining product of SOFT99. The history of SOFT99 began here.
Villa Coat Advertising Gallery
1978
The release of easy-to-use body spray paint
Body Pen
SOFT99’s range of repair supplies began with the “body pen” of acrylic car paint. It was long before the launch of the repair brand “99 Atelier” in 1995. The release of the body pen is said to have inspired the change of car repair products to something easy-to-use, and it is still synonymous with car painting today.
Body Pen Advertising Gallery
1987
Non-chemical products first handled by SOFT99
Tinet
For SOFT99, which mainly produced car chemical products such as wax and air fresheners, the first non-chemical product was a non-metallic tire chain “Tinet”. This led to a wide range of car supplies being produced by SOFT99.
Tinet Advertising Gallery
1990-1999
Innovation
Resources and the environment become the themes of development for vehicles,
as they have become indispensable to daily life.
1990
Seeking out durable products
Fusso Coat
At a time when silicone and resin wax were mainstream, Fusso Coat revolutionised the market with a fluoropolymer coating. Taking advantage of the water- and oil-repellent characteristics of fluorine, we realized that we could make a durable and long-lasting coating to keep cars cleaner for longer. At the time of production, this product took the market by storm as the first version could last 90 days.
Fusso Coat Advertising Gallery
Glaco (First Generation) Advertising Gallery
1994
Emergence of a vending machine exclusively for car wash supplies
Vending machine systems, products for vending machines
This was the era of the Japanese car wash boom. Introducing the SOFT99 car wash supplies vending machine, the products of which can be easily used to wash cars by hand, and as you can purchase the necessary car wash supplies on the spot, is very useful in situations such as when there are not enough products during the car wash. The price range was reasonable, between 300 and 500 Japanese yen, which led users to easily being able to access SOFT99 products at coin car washes.
Vending machine system and products Advertising Gallery
1995
DIY repair supplies developed by SOFT99 repair experts
99 Atelier Series
Specialist car repair supplies, which were used by professionals and a few devoted car enthusiasts, were not yet well-known to the general public at this time. In order for everyone to be able to enjoy “tinkering with cars”, we thought that it would be necessary to make a product range that was easy to understand and simple to use. From this, “99 Atelier” came about. The brand name “99 Atelier” is derived from the idea of all the repair experts in the company coming together to research repairs, spread technology and create as fun garage workshop for everyone.
99 Atelier Series Advertising Gallery
1997
The introduction of the Glaco wiper, a product that revolutionized rainy day drives
Glaco Wiper
Since the launch of the glass water-repellent coating series “Glaco” in 1991, glass water-repellents have become a necessity for driving safety on rainy days. However, even if you use a glass water-repellent, the coating will deteriorate quickly if you use a wiper. Its development was encouraged by the voice of customers, and after clearing 1 million stroke wiping tests, the Glaco Wiper was born.
Glaco Wiper Advertising Gallery
1998
The birth of “Fukupika” – transforming the idea of car washing
Fukupika (First Generation)
At this time, customers were concerned with the how quick and how easy it could be to clean their car. The first edition of Fukupika was the ultimate workable product, due to it being able to wipe off water droplets and simultaneously apply wax after washing the car. Some people found it hard to believe that it was possible for a car to be waxed by just wiping it, so we surveyed 100,000 people… the results were great.
Fukupika (First Generation) Advertising Gallery
2000-2009
Evolution
Hybrid vehicles, electric vehicles, etc.
We are moving to an era where eco-cars are at the center of the market.
1990
SOFT99 enters the car detailing market
G’ZOX Series
The first products of the premium brand by SOFT99 were developed by gathering the knowledge and experience cultivated in the general consumer market to create two products; a body coating and a glass water-repellent. At the start of the launch, word about the G’ZOX brand gradually spread due to SOFT99’s free samples at gas stations and car maintenance companies nationwide.
G’ZOX Series Advertising Gallery
Glaco (First Generation) Advertising Gallery
1994
Emergence of a vending machine exclusively for car wash supplies
Vending machine systems, products for vending machines
This was the era of the Japanese car wash boom. Introducing the SOFT99 car wash supplies vending machine, the products of which can be easily used to wash cars by hand, and as you can purchase the necessary car wash supplies on the spot, is very useful in situations such as when there are not enough products during the car wash. The price range was reasonable, between 300 and 500 Japanese yen, which led users to easily being able to access SOFT99 products at coin car washes.
Vending machine system and products Advertising Gallery
1995
DIY repair supplies developed by SOFT99 repair experts
99 Atelier Series
Specialist car repair supplies, which were used by professionals and a few devoted car enthusiasts, were not yet well-known to the general public at this time. In order for everyone to be able to enjoy “tinkering with cars”, we thought that it would be necessary to make a product range that was easy to understand and simple to use. From this, “99 Atelier” came about. The brand name “99 Atelier” is derived from the idea of all the repair experts in the company coming together to research repairs, spread technology and create as fun garage workshop for everyone.
99 Atelier Series Advertising Gallery
1997
The introduction of the Glaco wiper, a product that revolutionized rainy day drives
Glaco Wiper
Since the launch of the glass water-repellent coating series “Glaco” in 1991, glass water-repellents have become a necessity for driving safety on rainy days. However, even if you use a glass water-repellent, the coating will deteriorate quickly if you use a wiper. Its development was encouraged by the voice of customers, and after clearing 1 million stroke wiping tests, the Glaco Wiper was born.
Glaco Wiper Advertising Gallery
1998
The birth of “Fukupika” – transforming the idea of car washing
Fukupika (First Generation)
At this time, customers were concerned with the how quick and how easy it could be to clean their car. The first edition of Fukupika was the ultimate workable product, due to it being able to wipe off water droplets and simultaneously apply wax after washing the car. Some people found it hard to believe that it was possible for a car to be waxed by just wiping it, so we surveyed 100,000 people… the results were great.
Fukupika (First Generation) Advertising Gallery