"I Don't Like the Smell of Fabric Softener Either"... The Trend is 'Fragrance-Free' [Sunday Culture]

Soap Company Launches "Fragrance-Free" Advertisements
Chemical Sensitivities Linked to Fabric Softeners and Perfumes
Growing Incidence of Scent-Related Harm
Government and Local Authorities Issue Warnings

Recently, Japanese fabric softeners have started entering the Korean market in large quantities. When I checked a certain e-commerce platform after hearing that a Japanese fabric softener brand had launched, I found that all products were sold out, and people had to wait for restock notifications due to their immense popularity.

However, did you know that "fragrance-free" products are also trending in Japan these days? This is because there are people who are sensitive to scents. In Japan, the number of people suffering from the chemical ingredients found in fabric softeners and deodorizers is steadily increasing. There is even a term, "Kougai" (香害·Kougai), which refers to harm caused by strong fragrances. Not long ago, a commercial for a fragrance-free fabric softener became a hot topic, drawing even more attention to the issue. Today, I would like to share the story behind Japan's fragrance-free trend and the concept of Kougai.

A scene from Shabondama's short drama "Cheer: Do You Know Hyanghae?" The protagonist is smelling the scent of sportswear washed with fragrance-free detergent. Shabondama YouTube.

This week, Japanese soap company Shabondama uploaded two short drama-style commercials on YouTube. The story goes like this: Shusuke, the ace of the basketball team, finds his condition worsening as a tournament approaches. He becomes so sensitive that he refuses towels offered by friends to wipe his sweat, claiming they smell bad. As a result, his relationships with teammates also deteriorate. The team manager, Riko, begins to investigate after Shusuke mentions, "I've become sensitive to strong smells lately." Eventually, she discovers that Shusuke is suffering from chemical sensitivity and is struggling with the scent of fabric softener, which was used in excess to mask sweat odors. To help the ace make a comeback, the team members switch to fragrance-free detergents and fabric softeners, and Shusuke returns to form in a dramatic fashion.

Shabondama is a company known for its "additive-free soap." The company actively promotes fragrance-free products that do not contain added fragrances. Every year, they conduct their own public opinion survey on the harm caused by strong scents, typically during the summer when people use more fabric softener for musty laundry. According to the results announced in July, among 383 respondents, the percentage who reported "feeling discomfort due to artificial fragrances in fabric softeners or perfumes" and "having experienced poor physical condition" reached 77% and 45%, respectively-the highest figures since the survey began.

A scene from Shabondama's short drama "Cheer: Do You Know Hyanghae?" The protagonist, who is sensitive to smells and wears a mask, is smelling the scent of sportswear washed with fragrance-free detergent. Shabondama YouTube.

Nevertheless, most people still use products containing fragrances. In fact, 79% of all respondents said they regularly use scented products. The most commonly used items were fabric softeners, shampoos, and hair styling products. Interestingly, responses regarding fabric softeners stood out, with 41% of people saying, "I like the scent of my own fabric softener, but I can't stand the scent of others' fabric softeners." This shows that people are more sensitive to others' scents than they might expect. The places where people most often felt discomfort were public spaces, such as public transportation like trains and buses, and elevators.

In Japan, there is a term called "Kougai," which refers to harm caused by fragrances. Since most of the fragrances in fabric softeners and perfumes are made from chemicals, they can trigger chemical sensitivities. Symptoms include headaches, dizziness, nausea, rhinitis or atopic dermatitis, fatigue, muscle pain, depression, and decreased memory or concentration. Although this term was not widely used at first, it became well-known enough to be included in Japanese dictionaries in 2020. Currently, local governments across Japan are urging people to be mindful of "Kougai" when hanging laundry or visiting public places. As a result, fragrance-free laundry detergents, fabric softeners, shampoos, hand creams, and hair oils that do not contain any fragrances continue to gain popularity in Japan.

A fragrance poster jointly promoted by the Japanese Consumer Affairs Agency, Ministry of Health, Labour and Welfare, Ministry of Education, Culture, Sports, Science and Technology, Ministry of Economy, Trade and Industry, and Ministry of the Environment. Under the title "Did you know? There are people suffering from that fragrance," it raises awareness about fragrance sensitivity. Ministry of Health, Labour and Welfare.

Not long ago, I saw a post in my apartment community where someone complained, "Whenever the downstairs neighbor hangs laundry, the strong scent of fabric softener wafts up and makes me miserable." Some might wonder, "Why be so sensitive to a pleasant scent?" However, after seeing the commercial, I realized that a scent I enjoy could be a nuisance to others. Whether there is a scent or not, I hope everyone enjoys a comfortable weekend.