HÄZE TOKYO JOURNAL · FRAGRANCE & LIFESTYLE
When do you wear perfume—before going out, after work, or while unwinding at home?
Perfume often brings to mind dates and special occasions. But there is no single right time to enjoy fragrance. From getting ready in the morning to quiet moments at night, scent can be part of everyday life.
At HÄZE Tokyo (also written as HAZE Tokyo), a Tokyo-based brand specializing in 10mL refillable fragrances, we analyzed comments from 487 participants in our October 2026 Instagram AUTUMN SCENT CAMPAIGN.
Through two questions—“Which fragrance interests you?” and “When would you like to wear it?”—we explore how scent fits into everyday routines.
When Do People Want to Wear Perfume? Insights From 487 Instagram Participants
Our campaign received 499 comments from 487 participants.
Of those participants, 404 (approximately 83%) mentioned a specific fragrance by name, while 386 (approximately 79%) described a situation in which they would like to wear it.
The most frequently mentioned occasion was “Going out, exploring the city or taking a walk” (26.7%), followed by “Relaxation or a change of mood” (20.5%), “Evening or before bed” (19.9%), and “Morning or the start of the day” (15.4%).
Top 5 Occasions for Wearing Perfume
| Rank | Occasion | Share |
|---|---|---|
| 1 | Going out, city walks and strolls | 26.7% |
| 2 | Relaxation or a change of mood | 20.5% |
| 3 | Evening or before bed | 19.9% |
| 4 | Morning or the start of the day | 15.4% |
| 5 | Days off and weekends | 9.2% |
* Percentages are based on 487 participants. Because each participant could mention more than one occasion, the total does not add up to 100%.
One notable finding is that everyday moments—spending time at home or wanting to reset your mood—ranked alongside going out.
Perfume does not have to be something you wear for someone else. It can also be a way to enjoy a moment just for yourself.
Morning, Afternoon and Evening: Enjoying Perfume Throughout the Day
When choosing a perfume, consider not only the scent itself but also when you would like to wear it.
HÄZE Tokyo offers three fragrances inspired by different moments of the day. Our comment analysis also revealed distinct associations between each scent and everyday situations.
Morning Perfume | Start the Day With Soft Dawn
The moments spent getting ready or preparing to leave home can pass in a rush. Making a little time for fragrance may help you begin the day feeling a bit different.
Soft Dawn is an eau de parfum inspired by the stillness and gentle light of the morning.
Bright bergamot and lemon blend with the calm impression of green tea, making it a natural companion for morning routines and getting ready to go out.
Among the 144 participants interested in Soft Dawn, 30% mentioned “Morning or the start of the day.” “Going out, city walks and strolls” was mentioned by 33%, and “Relaxation or a change of mood” by 26%.
For anyone looking for a morning perfume or an understated way to bring fragrance into daily life, Soft Dawn offers a place to start.
Daytime Perfume | Work and Moments of Reset With Still Moss
Before work, between tasks, or while focusing on something you enjoy on a day off—daytime fragrance can be more than something you put on before heading out. It can also mark a shift in mood.
Still Moss is a calm, woody-green fragrance with green and tea notes, fig, and cedarwood.
Among the 113 participants interested in Still Moss, “Relaxation or a change of mood” ranked first at 27%. “Morning or the start of the day” accounted for 20%, while “Work or commuting” accounted for 11%.
Whether it is a working day or a weekend, Still Moss offers another way to choose a scent to suit the moment.
Evening Perfume | Unwind With Nightwalk
On the way home after work, during an evening walk through the city, or while taking time for yourself at the end of the day.
Perfume is not only for mornings or moments before going out.
Nightwalk evokes the atmosphere and changing scenery of a city after dark, layering spicy, leather and woody notes.
Of the 156 participants interested in Nightwalk, 44% mentioned “Evening or before bed.” “Going out, city walks and strolls” accounted for 35%, and “After work or on the way home” for 10%.
Of the three fragrances, Nightwalk showed the strongest association with evening occasions.
For a night out or a quiet moment after coming home, Nightwalk is an invitation to spend the end of the day on your own terms.
Which Fragrance Draws the Most Interest? Comparing Our Three Scents
The campaign also asked participants which of our three fragrances interested them.
| Fragrance | Participants Mentioning It | Share |
|---|---|---|
| Nightwalk | 156 | 32.0% |
| Soft Dawn | 144 | 29.6% |
| Still Moss | 113 | 23.2% |
* Percentages are based on 487 participants and may include mentions of multiple fragrances. These figures do not represent purchase intent or actual sales.
Nightwalk received the most mentions, while Soft Dawn and Still Moss also attracted substantial interest.
The situations associated with each scent also differed: evenings for Nightwalk, mornings for Soft Dawn, and relaxation or a change of mood for Still Moss.
Rather than choosing solely by scent preference, imagine the kind of moment you would like to share with a fragrance. That can be another way to discover what suits you.
Making Perfume Part of Everyday Life: Why Consider 10mL?
You might choose one fragrance for morning and another for evening, or switch scents between working days and weekends. When fragrance becomes part of everyday life, portability matters as much as personal preference.
HÄZE Tokyo eau de parfum comes in a portable, 10mL refillable format, designed for use with a dedicated case.
Choose from three fragrances to suit your mood or occasion, and switch refills whenever you wish.
HÄZE Tokyo Product Lineup
- Starter Set: ¥14,850 (tax included)
- Eau de Parfum Refill 10mL: ¥4,950 each (tax included)
- Refillable Case: ¥2,200 each (tax included)
Explore our products and fragrances at the official HÄZE Tokyo online store.
Discover All Three Fragrances at Our Tokyo Koenji Pop-Up Store
Reading about fragrance notes is useful, but experiencing a scent firsthand can leave a different impression.
HÄZE Tokyo will host a pop-up store in Koenji, Tokyo, from Thursday, November 19 through Wednesday, November 25, 2026.
Visitors can try Soft Dawn, Still Moss and Nightwalk in person and explore which scent fits their everyday routines.
You can also see how our 10mL fragrance refills work with the dedicated cases.
Pop-Up Store Details
- Dates
- November 19 (Thu) – November 25 (Wed), 2026
- Opening Hours
- 11:00 AM – 7:00 PM
- Location
- Takadakata Store 101, 3-21-15 Koenjiminami, Suginami-ku, Tokyo, Japan
- Access
- Approx. 4-minute walk from Shin-Koenji Station (Tokyo Metro Marunouchi Line)
Approx. 9-minute walk from Koenji Station (JR Chuo/Sobu Line)
* Event details are subject to change. For the latest updates, follow our official Instagram (@hazetokyo_official).
Frequently Asked Questions | When and How to Wear Perfume
Q. Is it better to wear perfume in the morning or at night?
There is no single right time to enjoy fragrance. You can wear it while getting ready in the morning, before going out, or after returning home in the evening. Choose what feels right for your routine and preferences.
Q. Can I wear perfume even when I am staying at home?
Absolutely. Our Instagram comment analysis included mentions of relaxation, changing one’s mood and spending time at home. Choosing a fragrance just for yourself can be part of the experience.
Q. What kind of perfume should I wear to work or while commuting?
Consider your surroundings and how close you are to other people, and use a light touch. Subtle woody or green scents may be options, depending on your preferences.
Q. Can I wear different perfumes in the morning and at night?
Yes. You might prefer something fresh in the morning and something more subdued at night. Changing fragrances to suit the time of day or your mood is another way to enjoy them.
Q. What are the benefits of a 10mL perfume?
Smaller perfume bottles are easy to carry and convenient if you like switching between fragrances. HÄZE Tokyo uses a 10mL refill system designed to be paired with a dedicated case.
Choosing a Fragrance Is Also Choosing How You Want to Spend Your Time
Getting ready in the morning, walking through the city on a weekend, moving between work and personal time, or making your way home at night.
The comments from 487 campaign participants suggest an interest in wearing perfume across a wide range of everyday moments—not just on special occasions.
At HÄZE Tokyo, our philosophy is “Bring clarity to thought and atmosphere through scent.”
When would you like to wear perfume, and which fragrance feels right? Start by imagining the moments you want to make your own.
Survey Overview and Methodology
- Campaign
- HÄZE Tokyo AUTUMN SCENT CAMPAIGN
- Campaign Period
- October 1–18, 2026, until 11:59 PM JST
- Platform
- Instagram @hazetokyo_official
- Analysis Conducted By
- J&T Partners Co., Ltd.
- Data Analyzed
- 487 participants and 499 comments submitted to the campaign post (excluding the official account)
- Method
- Multiple comments from the same account were consolidated and counted as one participant. Fragrance names and occasions were automatically classified using keyword dictionaries. Multiple responses were permitted.
* Spelling variations were included in the classification. Fragrance names themselves were prevented from influencing the classification of usage occasions.
* This analysis is based on comments from Instagram campaign participants, not a randomly sampled consumer survey. It does not represent the preferences or actual perfume-wearing behavior of consumers in general. Figures related to fragrance interest do not indicate purchase intent, sales performance or evaluations after trying the scents.
