Thanks to growing young people’s interest, the market for fragrances and perfumes in Japan is exploding. Considered historically as a “desert for perfumes,” the nation is seeing a major change in consumer tastes. Manufacturers are launching new services while department shops are widening their sales areas in order to profit on this trend.
Japan was not recognized in the past for its passion over fragrances. Subtle and subdued, the Japanese culture preferred natural odors and perfumes. But lately, especially among the younger generation, there has been an amazing shift. Fragrances have piqued the sharp attention of millennial and Gen Z consumers, which has helped the industry to rise significantly.
Acknowledging room for expansion, department shops all over are adding more sales areas for perfumes. This would help them to draw clients and satisfy the growing need. Consumers nowadays so have more options and a more interesting purchasing experience.
“Fragrances are in more demand among our clients, particularly younger ones.”We have added new brands and enlarged our fragrance section to satisfy this growing interest,” says Tokyo’s manager of a well-known department store, Hiroshi Tanaka.
Moreover, producers are involved in this growing sector actively. They are starting fresh offerings to meet changing customer tastes. For example, subscription-based perfume companies have developed so that clients may get several smells every month.
“The scene of the perfume market has changed in Japan. Yumi Nakano, the marketing director of a perfume production firm, says we have launched a subscription service whereby customers may enjoy a range of perfumes without making a full bottle commitment.
There are several reasons why people’s perspective on fragrances changed. One major effect is the growing popularity among young Japanese people of overseas travel. Their sensory horizons are expanded as they investigate several civilizations and experiences by being surrounded with a wide spectrum of smells.
Furthermore, social media has been rather important in forming opinions on perfumes. Younger generations find scents more enticing as celebrities and influencers often support them.
Young customers now find great influence on Instagram. Naoko Suzuki, a social media guru, says their preferred influencers and celebrities endorsing scents inspire a need to try them out.
Even although the Japanese fragrance industry is continuously expanding, obstacles still have to be solved. Consumers’ little awareness of scent quality and components still presents difficulties.
“Educating consumers about the variations between fragrance types and the importance of high-quality ingredients is crucial for the market’s long-term success,” says fragrance industry analyst Haruki Nakamura.
