Perfume Day

What Is Perfume Day?

October 1st is "Perfume Day" in Japan, established in 2020 by the Japan Fragrance Association to spread the appeal of perfume and its power to enrich people's feelings. The date was chosen because autumn is a fashion season, when interest in perfume rises as people pick out new autumn and winter clothes.

The Invisible Power That Scent Holds

Perfume is an item that symbolizes fragrance culture, worn to express individuality or shift one's mood.

• Purpose: to share the appeal of "fragrance" culture, including perfume, with more people
• A broader concept: beyond perfume in the narrow sense, "fragrance" is considered a broad concept that includes cosmetics, interior fragrances, and incense
• A seasonal connection: October, overlapping with the season of koromogae (clothing change), also marks a seasonal turning point for reconsidering one's choice of scent

Why Scent Awakens Memory and Emotion

Scent is said to be closely tied to the parts of the brain involved in memory and emotion, and a particular fragrance can vividly bring back old memories. Perfume is one way to bring that power of scent into everyday life.

Tips for Marking This Day

• Pick out a new favorite perfume
• Reconsider your choice of scent to match the changing season
• Visit a perfume counter or specialty fragrance shop
• Look into the relationship between scent, memory, and emotion

The Scent You Wear Quietly Colors Your Day

Though invisible, scent still tells a story about who you are. October 1st is a day to find a fragrance all your own and wear it.