The Making of "Renka"

Kaori NakanoNow, let's finally hear about "Renka" itself. I assume the main scent component is lotus, but I must confess, I don't quite grasp the specific scent characteristics of the lotus flower itself.

Fumiko HirayamaIt has a slightly cool, somewhat medicinal sweetness, so it might not be universally appealing. It's not often used as the primary scent in perfumes.

NakanoIn English, it's lotus, right? Indeed, I haven't heard of many perfumes centered on lotus. I do recall seeing lotus incense, though. How is the scent extracted?

HirayamaIt's called the headspace method. We cover the flower with a glass container, and inside, we place a glass tube that adsorbs the scent. When a pump is activated, the air around the flower passes through the glass tube, and the scent components are adsorbed onto it. We then analyze this to recreate the fragrance. Lotus is a very delicate flower; its scent changes the moment it's removed from the soil. Therefore, the scent must be captured while it's still blooming. However, lotus flowers bloom early in the morning and their blooming period is very short, making scent collection incredibly challenging.

NakanoSo, despite the painstaking effort to capture the scent, it's not easily accepted...

HirayamaTruly (laughs). That's why lotus alone doesn't make a perfume for general consumption. As we developed prototypes, we added the pink and lovely imagery of the lotus. We used lemon and peach in the top notes, and in the middle, alongside the Oga lotus, we incorporated jasmine and rose to create a soft floral bouquet.

YoshiokaInitially, our target was prospective students and current students (laughs). But there's significant demand from faculty and professors going to international conferences for souvenirs. And once it's on display, we see customers like housewives too.

NakanoHousewives? Like mothers of students applying?

YoshiokaEven those completely unrelated to the university often stop by when visiting Tokyo. Others discover it during walks in the neighborhood.

NakanoA housewife who knows that rarity is key for souvenirs. It makes sense that it's popular as a gift for professors attending conferences.

HirayamaWe initially aimed for a very unisex appeal targeting prospective students, but broadening the scope and ultimately settling on this fragrance was the right decision.

Fragrances Expressing Corporate and Organizational Identity

NakanoActually, when I first heard about "Renka," I found its positioning as a corporate fragrance quite interesting. If there are logos that instantly convey a company's identity, why shouldn't there be fragrances that communicate it with a single whiff?

HirayamaWhile not a fragrance in the same sense, I have created scents for spaces, such as for the Imperial Hotel Osaka. It's used for ambiance and is still diffused in their lobby.

NakanoThe scent of the Imperial Hotel Osaka!?

HirayamaWe also diffuse scents at the Takarazuka Revue theater. During performances, different scents are used in the lobby depending on the troupe.

NakanoLike a scent for the Star Troupe, or the Moon Troupe (laughs)? I didn't know that... It must heighten the mood. Are they sold?

HirayamaNo, they are strictly for spatial ambiance. A special device is installed in the air conditioning system to diffuse the scent throughout the large space. It's not a commercially viable business model. Fragrance is highly subjective, so I recognize the difficulty of implementing it in public spaces. Fortunately, we've never received any complaints.

NakanoActually, the idea of corporate fragrance first occurred to me about two years ago when I saw a perfume released by Claridge's Hotel in London.

HirayamaIs it a fragrance individuals can purchase?

NakanoYes, "Eau de Claridge's." It's placed subtly, almost inconspicuously, next to the hotel's flower shop, and it's a masterpiece that truly captures the scent of Mayfair! The Mayfair district evokes an image of old-fashioned, upper-class Britain. The musical "My Fair Lady" is a pun on 'Mayfair lady,' pronounced in Cockney.
This fragrance, "Eau de Claridge's," is what you'd imagine if you were to translate that image into scent. It's unique, unlike anything else, yet possesses a remarkable transparency. It's not sweet, nor overly masculine or feminine, leaving a noble impression. While I hesitate to share it too widely, it feels a shame to keep it a secret (laughs).