Fragrances in Japan

PROSPECTS

Department store sales thrive

The growth of fragrances in 2017 was supported by sales in department stores. The Japan Department Stores Association reported that overall department store sales in 2017 showed positive growth for the first time in three years, mainly supported by inbound tourists seeking Japanese skin care products.

Competition with fragrance alternatives

Awareness of sumehara (literally, “smell harassment”) continues to increase and body odour is raised as a concern by many consumers. Sumehara addresses the concept that other people’s body odour or bad breath may cause distress or discomfort for certain people.

“Odourless” becomes a threat to growth

While the sumehara concept accelerates sales of products with fragrance claims, it is also an important concept among people to keep themselves clean at all times and become “odourless”. “Odourless” is the ultimate solution for sumehara prevention because no one will feel discomfort if there is no smell at all.

COMPETITIVE LANDSCAPE

Chanel SA continues to lead fragrances in 2017

Chanel SA’s consistent presence comes from heavy promotion of its products, especially in TV commercials. Although online advertising is becoming more common and a focus area for many manufacturers, traditional advertisements such as TV commercials are still effective in Japan since many people watch them daily.

Fits Corp KK remains strong in mass fragrances

Fits Corp KK continued to have a strong presence in 2017 with its wide range of brands at affordable prices. A notable characteristic of Fits Corp KK is its packaging collaboration with famous characters or brands.

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