Popularity of custom-made fragrances on the rise among male consumers in Japan
Kyoto-based fragrance brand and retailer MY ONLY FRAGRANCE has observed a sharp increase in consumers who prefer concocting their own fragrances, particularly among males, as well as shifts in customer mix.
Fragrance Project Co Ltd, which operates MY ONLY FRAGRANCE, said that the number of people visiting the stores to make their own fragrance in early July (July 1 to 14) had increased significantly, compared to the same period last year.
In particular, there has been a marked increase in the number of male consumers shopping alone, which is about five times higher than the previous year, while there are about 2.5 times more female customers visiting the stores on their own.
Health-altering, appetite-suppressing gourmand scents expected to lead fragrance innovation
Fragrance innovation is expected to shift towards health-altering scents over the next five years, according to Mintel.
This shift is reflected in the growing wellness fragrance segment, where products are positioned to deliver emotional and psychological benefits.
Notably, with the rise of weight management drugs like GLP-1, gourmand fragrances are also emerging as sensory tools to help manage food cravings.
INSiTU partners with facial acupuncture clinic amid growing interest in post-treatment care
Japanese skin care brand INSiTU is partnering with a cosmetic acupuncture and moxibustion clinic to retail its products, amid growing interest in post-treatment home care.
According to the brand, facial acupuncture has become popular among beauty-conscious Japanese women in recent years, and it considered the collaboration to be a good opportunity to make its products known among this consumer group.
At the same time, the clinic had wanted to expand its offerings of post-treatment skin care products to its customers.
Beauty meets racing: Elemis looks to extend ‘pit-stop treatments’ to retail spaces
Elemis is among various beauty brands that are tapping into an emerging pool of female motorsport fans, and it looks to extend its “pit-stop treatments” to other retail channels.
While other beauty brands have sponsored drivers, Elemis said that it is the first and only brand to sponsor a Formula One (F1) team — the Aston Martin Aramco F1 Team.
Additionally, Elemis has released limited-edition F1-themed product sets consisting of hero products from its Pro-Collagen range, which is powered by padina pavonica algae extract, claimed to be a clinically proven age-defying ingredient.
Game face on: Garnier taps into e-sports space to capture male skin care market
Garnier has tapped into the e-sports and gaming space to capture the male beauty market, with products and activations specifically targeting this consumer group.
The L’Oréal-owned brand is seeing a “clear shift” where men are moving beyond basic grooming and becoming more invested in overall skin health.
Garnier was the official and exclusive skin care partner of the inaugural EA SPORTS FC Mobile Festival Bangkok 2025 held on June 14 and 15.
