AQUA SAVON, the Japanese fragrance brand known for pioneering the light fragrance market with its signature soap-inspired scents, is undergoing its first rebranding since its launch in 2009.
Background
Since its founding in 2009, AQUA SAVON has played a leading role in expanding Japan's light fragrance market. In recent years, as the fragrance market has grown increasingly niche and complex, consumer interest in "self-fulfillment," "comfort," and overall mental well-being has continued to rise.
In response, AQUA SAVON has reimagined its brand from a "self-care" perspective — drawing on the beloved soap scent that has been a familiar part of Japanese daily life for 17 years. By pairing this recognizable fragrance with the lightness of scents that blend naturally into a wide range of everyday moments, the brand aims to create space for people to reconnect with themselves amid the demands of modern life.
New Brand Concept
BRAND — Brand Theory
BRAND MESSAGE — Brand Message
BRAND VISION — The Future the Brand Envisions
BRAND VALUE — Four Core Values
New Product Designs
The packaging for the Eau de Toilette, Hair & Body Mist, and Eau de Parfum lines has been refreshed.
Moving away from the previous bubbly, pop aesthetic evoking bursting soap bubbles, the new design features soft curves and warm muted tones — reflecting the brand message of "a gentle scent, just for me."
① Eau de Toilette
② Hair & Body Mist
③ Eau de Parfum
Product Details
① Eau de Toilette
- AQUA SAVON Watery Shampoo Scent Eau de Toilette
- AQUA SAVON White Cotton Scent Eau de Toilette
- AQUA SAVON Favorite Soap Scent Eau de Toilette
- AQUA SAVON Shampoo Floral Scent Eau de Toilette
- AQUA SAVON Emerald Soap Scent Eau de Toilette
Price: ¥3,300 (tax included) / Volume: 80ml each
② Hair & Body Mist
- AQUA SAVON Hair & Body Mist Watery Shampoo Scent
- AQUA SAVON Hair & Body Mist White Cotton Scent
- AQUA SAVON Hair & Body Mist Favorite Soap Scent
- AQUA SAVON Hair & Body Mist Shampoo Floral Scent
- AQUA SAVON Hair & Body Mist Emerald Soap Scent
Price: ¥1,650 (tax included) / Volume: 135ml each
③ Eau de Parfum
- AQUA SAVON Eau de Parfum Watery Shampoo Scent
- AQUA SAVON Eau de Parfum White Cotton Scent
- AQUA SAVON Eau de Parfum Favorite Soap Scent
Price: ¥1,650 (tax included) / Volume: 16ml each
Early Release: March 17, 2026 (Tuesday) — Official online store (https://www.fragrance-u.jp/)
General Release: April 8, 2026 (Wednesday) — Variety shops, GMS, electronics retailers, and other stores nationwide
Note: From each respective release date, the old-design Eau de Toilette will be updated to match the new design's pricing.
New Brand Website
A redesigned brand website launched on March 2, 2026, to reflect the updated AQUA SAVON world. Alongside visual changes, new features have been added, including a "fragrance diagnosis" tool and an improved search function.
The previous design, centered on the lively imagery of soap bubbles, has given way to a soft, sky-inspired color palette with generous use of white space — expressing the brand's sense of gentleness through visuals as well. The fragrance diagnosis feature helps users discover the scent that best suits their current mood, making the process of choosing a fragrance itself a pleasant experience.
AQUA SAVON Brand Website: https://aquasavon.jp/
AQUA SAVON Signature Scents
Watery Shampoo
A citrus and white peach blend with a soft musk finish — a scent reminiscent of shampoo lather.
White Cotton
A refreshing lemon and lime opening with a soft spread of lilac — a scent that wraps you in the warmth of cotton.
Favorite Soap
The fresh sweetness of fruit embraced by florals and white musk — the scent of a beloved bar of soap.
Shampoo Floral
A crisp, clear lemon paired with a fresh, dewy rose — a clean and refreshing shampoo-inspired scent.
Emerald Soap
The delicate quality of green apple harmonized with the vibrancy of lily of the valley — a translucent, crystal-clear soap scent.
