#Japan #Tokyo #Preanfa #MAI OHW MAI #MARK5

The Evolving Connection between Women and Fragrance: Seeking Validation through Scent

In recent years, the role of scent in everyday life has evolved vastly, transcending mere aesthetics to touch the soulful essence of individuality. Increasingly, women in their 20s and 30s are gravitating toward personal fragrances that resonate with their emotions. This trend, emphasizing authenticity over societal expectations, reflects a profound quest for self-expression and inner understanding.

A Study on Fragrance Choices

To delve deeper into this trend, Preanfa conducted a survey targeting women aged 20 to 30 who regularly wear perfume. The study, which took place from June 19 to 20, 2025, aimed to investigate how these women select their fragrances and the occasions on which they wear them.

With 1,009 participants sharing their insights, the results revealed that many women own an average of 2 to 3 bottles of perfume. This indicates a desire to explore different scents based on varying moods, occasions, and personal preferences. While nearly half of the respondents (45.1%) select between multiple bottles, it was noteworthy that around 28.1% stick to just one fragrance, showing some loyalty and yearning for consistency.

Fragrance Pricing and Preferences

When it comes to the price range of their chosen perfumes, a significant 28.7% of participants prefer fragrances priced between 3,000 and 5,000 yen. This further illustrates a commitment to quality without breaking the bank, as around 80% favor products below 10,000 yen. The survey also discovered an interesting equilibrium between affordability and luxury in fragrance selection, revealing a shift in perception that perfumes have become accessible, yet retain their upscale appeal.

Favorite Fragrance Types

Delving into preferences, floral scents emerged as the most favored, with 57.1% of respondents choosing floral notes. Musk and citrus scents closely followed at 35.1% and 35.0%, respectively, hinting at a nuanced preference for delicate, refreshing, and sensuous aromas. Popular choices varied from jasmine and sweet, elegant scents to neutral and refreshing options that evoke a sense of cleanliness.

Examples from Participants:

• - Jasmine scent for relaxation (Tokyo, Student, 20s)
• - Elegant sweet perfumes (Kumamoto, Part-time worker, 20s)
• - Fresh scents that express cleanliness (Tokyo, Government employee, 30s)

These preferences reflect the desire to break free from traditional gender norms and embrace a more fluid, gender-neutral approach to fragrances, focusing on individual comfort and emotional alignment.

Self-Expression through Scent

The survey also revealed how participants typically approach using their fragrances. A majority, 43.8%, tailor their scents to their mood or emotions, indicating a purposeful approach to fragrance. Only 11.4% admitted to using the same fragrance consistently, spotlighting the growing trend of scent as a tool for personal expression.

Respondents cited reasons for wearing fragrances including personal appeal, mood elevation, and as a form of self-expression. This demonstrates that the love for a fragrance often coincides with the desire to project positivity and creativity, aligning with a need to be seen or felt in a certain way by oneself and others.

Emotional Resonance in Fragrance Selection

Further exploration into how women choose their scents revealed that an impressive 46.6% prioritize emotional resonance. Most participants acknowledged that their fragrance selections are not merely superficial but are intertwined with their inner feelings and states of mind.

Interestingly, over 80% agreed that emotions significantly influence their scent choices. This highlights the depth of fragrance selection, where each choice serves as an emotional marker—representing aspirations, desired impressions, or reflective calmness.

Participants share their perspectives:

• - Emotional connections manifest through preferred scents, adapting their perfume choices based on social situations and personal aspirations.
• - A desire to evoke confidence, warmth or allure contribute significantly to their choices, conveying an innate desire to project positive attributes.

Conclusion

The recent study suggests that fragrance has evolved into a sophisticated means of self-expression for women, acting as a bridge between personal identity and emotional well-being. The use of scents has become an intimate part of their lives, where they curate their experiences based on personality traits and emotional stability.

Introducing MAI OHW MAI
To complement these findings, Preanfa recently launched its premium fragrance line, MAI OHW MAI, which embodies the message of authenticity—"I AM WHO I AM". This collection emphasizes that each individual's unique fragrance journey is valid and beautiful, whether it is through floral, musk, or citrus choices.

About MARK5 Collection

The MARK5 collection explores five emotional themes—shame, sadness, deceit, fear, and anger—transforming these complexities into fragrant narratives. Each fragrance offers a tactile approach towards confronting and accepting emotions, promoting personal growth and resilience.

For those looking to embrace their selfhood through scent, MAI OHW MAI provides an unparalleled opportunity to align fragrances with emotional clarity and personal connection.

For more information, visit Preanfa's website.