#Japan #Tokyo #Fragrance #Kirei Style #Perfume

Introduction

Fragrances have an extraordinary ability to evoke emotions, connect memories, and enhance mood. A recent survey conducted by Bizki, which manages the beauty and health information platform Kirei Style, provides insight into the types of fragrances that women aged 20 to 59 prefer. In this article, we will explore the results of the survey, focusing on the most popular fragrance type and how preferences vary by age, profession, and marital status.

Survey Overview

The survey targeted 816 women across Japan who confirmed owning at least one fragrance. Conducted online on November 6, 2025, the survey questionnaire asked participants about the type of fragrance they use most frequently, offering the following options: perfume, eau de parfum, eau de toilette, cologne, body mist, solid perfume, and other.

Most Popular Fragrance Type

The findings revealed that the eau de parfum was the most favored type among respondents, with 20.0% indicating it as their primary choice. This was followed by perfume at 17.3% and body mist at 15.7%. While body mist remains a popular choice for its convenience, the higher concentration scents like perfume and eau de parfum dominate the preferences, indicating a blend of desires for both ease and rich fragrances in modern consumers.

Age Group Analysis

When analyzing the preferences by age, a distinct trend emerges. Among women in their 20s, eau de parfum leads at 21.4%, highlighting a desire for more pronounced scents. However, in their 30s, the preference tends to shift towards body mist, which shares the top spot with eau de parfum, both receiving 21.2%. This shift may reflect the busy lifestyles of 30-something women, who often juggle work and family responsibilities, making the quick refresh of body mist appealing.

For women in their 40s, the trend returns to perfume, with 20.9% marking a return to the luxury scent choices as they seek more sophisticated options, indicating a shift towards more settled lifestyle preferences.

Professional Preferences

Examining the data by profession shows interesting results. Among corporate employees and public servants, eau de parfum is favored with a notable 25.1%. This preference may stem from the need for longer-lasting and professional scents that require less frequent reapplication during long working hours.

Conversely, homemakers report equal preferences for both perfume and body mist at 20.7%. It appears that during the hustle of home activities, the convenience of body mist serves well, while a quality perfume is favored for personal time or outings, indicating a clear distinction in scent choices based on the context of their day-to-day lives.

Marital Status Insights

In terms of marital status, single women prefer eau de parfum at 23.8%, suggesting a desire to leave a strong impression and convey personal style. On the other hand, married women gravitated more towards body mist, with 18.3% preferring its gentle touch, likely due to an increased emphasis on family life and a desire for scents that are less overpowering in shared spaces.

Conclusion

The insights gained from this survey illustrate that fragrance choices are deeply intertwined with personal lifestyle and life stages. Women are engaging with fragrances in a way that reflects their current context, shifting between lively and sophisticated options as their circumstances evolve. As consumers, they seem to be mastering the art of adapting their fragrance to match different settings, ensuring that they are always surrounded by scents that resonate with their moods and environments.

For more information related to beauty and health, check out Kirei Style's vast resources designed to help women address daily concerns and explore the joys of beauty.

About Kirei Style

Kirei Style is dedicated to enriching women's lives by providing comprehensive reviews in skincare, haircare, body care, and lifestyle tips encompassing a broad range of themes including gourmet, fashion, and travel information.
Their commitment to delivering quality content aims at contributing positively to the beauty market while reaching a wider audience. Explore their website for more details: Kirei Style.