Scent exploration: Pola Orbis launches personalised perfume subscription service

Eram Fragrances offers consumers the chance to sample fragrances monthly to find their ideal scent at JPY3,890 (USD27.25).

The three-month programme starts with a web questionnaire to determine consumer taste and preferences. Three scents in mini 2ml bottles would be selected and delivered to the consumer.

After a month of experimenting, consumers will return their feedback to the brand and three more will be sent on the second month. After that, the consumer will be asked to select a scent they enjoy the most.

They will receive a 6ml bottle of their chosen scent from the third month onwards.

Consumers are also welcome to sign up for the programme again if their scent preferences or needs change.

Eram Fragrances project manager Kohei Oshima explained that this system was developed to help consumers interact with various scents by narrowing down the choices.

In an initial test run, participants feedbacked that they were able to explore scents in their own time and in the comfort of their own homes.

They also noted that being able to test the scent over several days was more effective in helping them to settle on a favourite.

“In the future, we will develop experiences that will allow people to gain more knowledge and experience of fragrances in order to further improve their preference selection,” ​said Oshima.

‘Natural and timeless’

Eram went live online on July 31 with eight natural scents that were developed in tune with the tastes and preferences of Japanese consumers.

The line-up is based on four scent categories: floral, citrus, woody, and oriental.

They were developed to be “natural and timeless” ​to encourage daily wear, rather than just on special occasions.

All scents were manufactured locally in Japan, in the Yatsugatake Mountains. At an altitude of about 1,000 meters, the cool climate made the mountainous area ideal for the storage and production of perfumes and fragrance ingredients, said the firm.

Pola Orbis is the maker of Japanese brands Pola, Orbis and THREE.

The development of Eram was in line with Pola Orbis’s VISION 2029 goal to diversify its business.

While Japan is only of the most important beauty and personal care markets in the world, its fragrance industry has never been robust historically.

In Japanese culture, it is actually considered impolite to wear strong scents. As such, light and understated scents are usually higher in demand.

However, the Japanese relationship with fragrance may be shifting, especially in a post-COVID world​ where fragrances are closely linked to wellness and self-care.