Responding to 'Self-Care' Needs with Exquisite Scents that Blend into Modern Living, Woody Scents Debut from 'Sawaday Kaoru Stick'

Kobayashi Pharmaceutical Co., Ltd. (Headquarters: Osaka City, President: Gaichi Toyoda) will launch 'Sawaday Kaoru Stick Woody' nationwide on Thursday, April 9th. This product creates a natural space with a gentle and pleasant scent, as part of the exquisite scent interior fragrance brand 'Sawaday Kaoru Stick'. Additionally, the existing 'Sawaday Kaoru Stick SAVON WHITY SAVON' will be renewed with packaging that expresses a more natural worldview, and will be phased in sequentially.

In recent years, the emphasis on the quality of time spent at home has increased, significantly changing the role of air fresheners. While previously their main purpose was 'care for living odors' or 'creating a stylish and glamorous space,' they are now used as an important element for personal 'healing.' According to our research, the number of people using air fresheners and deodorizers 'for relaxation' is expected to increase by approximately 1.3 times in 2025 compared to 2020*¹. In a stressful society, the need to cherish 'self-care' time to nurture oneself is growing. Furthermore, woody scents, which evoke a sense of calm like being in nature, are highly favored in interior shops and the like.

Against this backdrop, we developed this product with the aim of achieving both exquisite scents and affordable prices, allowing users to easily enjoy a 'gentle, natural scent' that harmonizes more naturally with modern living spaces and a 'natural presence' that blends into the room in their daily lives. This is a new series that allows you to feel a calm and pleasant moment.

*¹ Our survey (February of each year from 2020 to 2025, N=4000, users of room air fresheners)

1. A Pleasant and Spreading Natural Woody Scent

This is a friendly aromatic woody scent, based on the rich scents of trees like cedarwood and pine needle, with the addition of refreshing herbal elements like eucalyptus and mint. We aimed for a gentle and natural scent that would create a calm and natural atmosphere in your room.

2. Natural Design that Blends into Your Lifestyle

As an interior fragrance brand, 'Sawaday Kaoru Stick' has always focused on the design of its packaging and glass bottles. For this new series, we have adopted a soft texture like craft paper for the packaging, appealing to those with a natural inclination...