Fragrances, just like colour cosmetics, saw a strong negative impact in 2020 from the decline in opportunities to go out during COVID-19, and from the reduced operating hours and closure of department stores and beauty specialist retailers. However, the category returned to current value growth in 2021, as domestic demand increased.
In October 2021, Isetan Mitsukoshi expanded the scale of its annual Salon de Parfums fragrance event, and for the first time held it in the men’s outlet. The event brought together 200 fragrances, including products exclusive to or pre-launched in Japan, and consisted of three programmes for both fragrance fans and beginners: awards, curatorial and consultation.
As more consumers enjoyed fragrances not only when going out, but also in their living rooms or other everyday spaces, this contributed to an increase in the desire for natural scents. SHIRO has a limited-edition fragrance series that introduces a seasonal fragrance every month, and in October 2021 it launched a new fragrance called Kinmokusei, with the scent of osmanthus, which was well-received by consumers.
Although fragrances has a small presence in beauty and personal care in Japan, it is a category that is growing despite the prolonged impact from COVID-19, mainly due to attracting new customers. As the majority of the population has now been vaccinated and lifestyles are expected to gradually return to normal, fragrances is expected to continue to see current value growth in the forecast period.
Until now, it has been considered difficult to convert fragrances to e-commerce purchases, due to the consumer demand to actually try the scent in person, especially as many products are in the higher price range. However, with the expansion of COVID-19, existing users were happy to make repeat purchases for brands or products they already knew.
With the continued spread of COVID-19, clean and natural scents have become popular amongst consumers. However, the industry is aiming for cleanliness not only in terms of product scents, but also in the process of manufacturing the products and packaging, as an approach to show brands’ attitude to environmental issues.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.See All of Our Definitions
This report originates from Passport, our Fragrances research and analysis database.
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