Transforming the Toilet into 'Your Own Peaceful Space': The Challenge of the 'Good Toileterior Project supported by Febreze' Begins.
P&G's Febreze launched the 'Good Toileterior Project' to enhance the toilet experience through interior design. The project kicked off with a spatial exhibition at Shibuya PARCO in collaboration with art director Hiroya Okamoto.
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- 📰 Published: April 14, 2026 at 20:50
- 🔍 Collected: April 14, 2026 at 12:31
- 🤖 AI Analyzed: April 19, 2026 at 17:22 (124h 50m after Collected)
P&G Japan LLC (Headquarters: Kobe City) announced that its air care brand 'Febreze' launched the 'Good Toileterior Project supported by Febreze' on Tuesday, April 14, 2026. This new project aims to design the toilet interior—termed 'toileterior'—and enrich the toilet experience in Japan.
As the first phase of this project, a spatial exhibition titled '1,000 Noise to 1,000 Flowers —— Replacing Hustle and Bustle with Silence ——' will begin on the same day at Shibuya PARCO. The exhibition is a collaboration with Hiroya Okamoto, an art director who has garnered attention following the Netflix reality series 'The Boyfriend' Season 2.
In February 2026, noting the recently growing consciousness toward living spaces, 'Febreze' developed a new product. To meet the sensory needs of consumers who want to 'lift their mood with a good scent and stylish design,' the new Febreze integrates a design that blends into the space and a natural scent, alongside its basic deodorizing function.
While many consumers gather interior design information through social media and value the impression given to guests and the overall atmosphere of their spaces, a significant number had avoided using conventional deodorizing air fresheners because they felt 'the design and scent are artificial' or 'it doesn't match the room's atmosphere.'
'Febreze' focused on this sensory need of consumers who not only 'want to solve odor problems' but also 'want to lift their mood with a good scent and stylish design.' Consequently, they developed a new 'Febreze' that considers both a design that harmonizes with the space and a natural scent as one unit, in addition to the basic deodorizing function.
Historically, the toilet has been a place 'just to do one's business' for many people. However, how we spend time in the toilet has evolved, and in modern times, it has also become 'an important space to be alone.'
This project, seizing the launch of the new 'Febreze' product as an opportunity, is a challenge to spread the concept of 'toileterior design'—setting up the toilet much like interior design. Using 'Febreze' as a hub, the project will communicate themes of toilet × people, toilet × culture, and toilet × design, aiming to change the atmosphere of toilets across Japan and support a richer lifestyle.
■ About the 'Good Toileterior Project supported by Febreze'
[Project Overview]
This project was launched on the occasion of the renewal of existing 'Febreze' products to enrich the toilet experience in Japan. Until now, deodorizing items in toilets were often perceived as 'large and utilitarian,' but the new product was developed with a design that blends into the space.
If the toilet space becomes a place that provides a 'rich experience'—calming the mind and lifting the mood through scent and design—daily life should gradually change for the better. This project aims to spread a new culture that values 'the toilet experience' from Japan to the rest of the world.
In the future, we will co-create 'toileterior design' through collaborations with various partners and share toileterior coordination information using 'toileterior' on our official social media.
Official SNS: @toilet_interior_febreze
[Time Spent on the Toilet Amounts to About 3 Years of a Lifetime. The 'Study-fication' of the Toilet Progresses with Changing Lifestyles]
According to the World Toilet Organization, people spend approximately three years of their lives in the toilet. Furthermore, in recent years, due to changes in lifestyles, the time spent in the toilet has been increasing, with shifts such as bringing in smartphones or reading books becoming apparent.
For many, the toilet was previously a place 'just to do one's business.' However, against the backdrop of changing attitudes toward living environments, it is transforming from a mere functional room to 'an important space to be alone.'
Driven by these changing values regarding the toilet space and the renewal of existing products, the new product was developed with the aim of evolving from a conventional 'item to be hidden' to an 'interior part to show/enjoy.' 'Febreze,' a brand that 'changes the air,' will act as a hub to change the air of Japanese toilets and bring about a rich experience.
*Source: World Toilet Organization
As the first phase of this project, a spatial exhibition titled '1,000 Noise to 1,000 Flowers —— Replacing Hustle and Bustle with Silence ——' will begin on the same day at Shibuya PARCO. The exhibition is a collaboration with Hiroya Okamoto, an art director who has garnered attention following the Netflix reality series 'The Boyfriend' Season 2.
In February 2026, noting the recently growing consciousness toward living spaces, 'Febreze' developed a new product. To meet the sensory needs of consumers who want to 'lift their mood with a good scent and stylish design,' the new Febreze integrates a design that blends into the space and a natural scent, alongside its basic deodorizing function.
While many consumers gather interior design information through social media and value the impression given to guests and the overall atmosphere of their spaces, a significant number had avoided using conventional deodorizing air fresheners because they felt 'the design and scent are artificial' or 'it doesn't match the room's atmosphere.'
'Febreze' focused on this sensory need of consumers who not only 'want to solve odor problems' but also 'want to lift their mood with a good scent and stylish design.' Consequently, they developed a new 'Febreze' that considers both a design that harmonizes with the space and a natural scent as one unit, in addition to the basic deodorizing function.
Historically, the toilet has been a place 'just to do one's business' for many people. However, how we spend time in the toilet has evolved, and in modern times, it has also become 'an important space to be alone.'
This project, seizing the launch of the new 'Febreze' product as an opportunity, is a challenge to spread the concept of 'toileterior design'—setting up the toilet much like interior design. Using 'Febreze' as a hub, the project will communicate themes of toilet × people, toilet × culture, and toilet × design, aiming to change the atmosphere of toilets across Japan and support a richer lifestyle.
■ About the 'Good Toileterior Project supported by Febreze'
[Project Overview]
This project was launched on the occasion of the renewal of existing 'Febreze' products to enrich the toilet experience in Japan. Until now, deodorizing items in toilets were often perceived as 'large and utilitarian,' but the new product was developed with a design that blends into the space.
If the toilet space becomes a place that provides a 'rich experience'—calming the mind and lifting the mood through scent and design—daily life should gradually change for the better. This project aims to spread a new culture that values 'the toilet experience' from Japan to the rest of the world.
In the future, we will co-create 'toileterior design' through collaborations with various partners and share toileterior coordination information using 'toileterior' on our official social media.
Official SNS: @toilet_interior_febreze
[Time Spent on the Toilet Amounts to About 3 Years of a Lifetime. The 'Study-fication' of the Toilet Progresses with Changing Lifestyles]
According to the World Toilet Organization, people spend approximately three years of their lives in the toilet. Furthermore, in recent years, due to changes in lifestyles, the time spent in the toilet has been increasing, with shifts such as bringing in smartphones or reading books becoming apparent.
For many, the toilet was previously a place 'just to do one's business.' However, against the backdrop of changing attitudes toward living environments, it is transforming from a mere functional room to 'an important space to be alone.'
Driven by these changing values regarding the toilet space and the renewal of existing products, the new product was developed with the aim of evolving from a conventional 'item to be hidden' to an 'interior part to show/enjoy.' 'Febreze,' a brand that 'changes the air,' will act as a hub to change the air of Japanese toilets and bring about a rich experience.
*Source: World Toilet Organization