Left: Erika Nishi, Kanebo Foods

Capturing the Zeitgeist + Research = A Billion-Yen Product

Kaori NakanoSo, let's go back in time a bit and hear about the development of "Fuwarinka," the predecessor to "Fragrant Man."

Erika NishiThree years before "Fuwarinka" was released, a special task force called SWAT was formed within the company.

NakanoWas it like the SWAT (Special Weapons And Tactics) from American movies? The police special forces?

NishiYes. It was a special project where people from research and development teamed up across departments with the goal of creating a single, billion-yen product.

NakanoA billion-yen product?

NishiA product is considered a hit if its sales exceed one billion yen in a year. That's the benchmark.

NakanoI didn't know that... So, what was SWAT trying to create?

NishiThe development team wanted to capture the zeitgeist, to introduce something interesting. So, we wondered if we could tap into the deodorizing trend, or rather, the era's heightened sensitivity to odors. Instead of just masking odors, we wanted to actively create a pleasant scent. The fundamental idea was: if eating garlic makes you smell bad, then eating something with a good scent should make you smell good too.

NakanoCapturing the zeitgeist! That's a fresh and fitting expression (laughs). And what about the research team?

NishiThe researchers wanted to create something based on scientific evidence, something that could demonstrate proof. We knew from research that various substances are released through sweat, and that it's possible to emit pleasant scents through sweat. Furthermore, simpler molecular structures are more easily released through the sweat glands. So, the researchers' task became 'finding substances that easily emit fragrance.'

NakanoSo, the basic mechanism of "Fragrant Man" is to emit pleasant, simple-structured scent molecules through sweat.

NishiExactly. And sweat is most easily released from the palms of the hands. So, we used palms for our experiments. We'd chew gum containing fragrant compounds for an hour, then cover our palms with plastic to collect what was emitted and gather data. Through repeated trials, we discovered a peak in 'geraniol,' one of the components of rose fragrance.

NakanoTruly, the crystallization of sweat.

NishiSince we couldn't measure results without sweating, the researchers apparently went to the gym's sauna to test it. They'd ask each other, 'Can you smell the rose?' and reply, 'Yes, yes, I can smell it.'

NakanoThat must have looked quite suspicious to other gym-goers (laughs).

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A "Quirk" That Creates Fans

NakanoThere are those "edible cosmetics" in capsules, aren't there? Like peach or rose scents dissolved in vitamin E oil. I take them often, but I'm not sure if they actually work. Though I figure the vitamin E can't hurt...

NishiScents are perceived by others more than by oneself. With geraniol, the more you take, the more it's released, so I believe capsules would be effective. However, the fact that this is gum, something to be chewed, offers benefits beyond what capsules can provide.

NakanoWhat do you mean?

NishiFirst, you chew gum. Absorption through the sublingual glands is faster than absorption through the intestines. This means that chewing releases the scent more quickly than swallowing.

NakanoSublingual absorption... I'd never considered that. That's a very convincing theory, especially coming from a gum company.

NishiAlso, by chewing, the area around your mouth feels refreshed, and you can perceive the scent yourself. It makes you feel good, even if it's just for yourself. With capsules, you swallow them, and the only question is whether the scent will emerge later. But with gum, you can feel good while you're chewing it. Plus, it freshens your breath.

NakanoMay I try one?... Hmm? The menthol is strong, giving it a real punch. It's spicy, with hints of black tea. It's complex, definitely a masculine impression.

NishiThe mint gives it that 'sharp' feeling, doesn't it? And yes, it's complex because we've included quite a few ingredients (laughs). The person in charge was very meticulous, experimenting with various flavorings to see what tastes would emerge. It's the result of repeated trials.

NakanoSpeaking of rose-based mint, the new fragrance from the perfume brand "Parfums de Rosine," released in May, also combines rose with mint. It's called "Rose Diabolique." Rose and mint is an unusual combination in the perfume industry.

NishiI imagine it's uncommon in the gum industry too (laughs).

NakanoWas there a specific concept behind the flavor?

NishiSince it's a food product, we had to ensure it didn't taste like someone accidentally ate cosmetics. The primary goal was to create a delicious taste that stands on its own as a food. Also, for repeat purchases, mere pleasantness isn't enough. You need a certain 'quirk' alongside the satisfying taste. This quirk is what creates fans.

NakanoI see, a quirk that makes you a fan... Nowadays, more and more snacks are marketed with unusual quirks, like extreme spiciness or even a deliberately unpleasant taste.

NishiWhether that makes people want to buy them again is another question (laughs). In the case of "Fragrant Man," we aimed for a well-balanced fusion of fruit-based flavors and fragrances, achieving a high level of quality as a food product.

NakanoWhat's your assessment, Nishi-san?

NishiIt's a well-rounded, good product (laughs).