109's
Very Own Guidebook,Proudly
Presented to you
by Mari & Eri
VOL.12 CONTENTS
BACK NUMBER
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 Have
you ever noticed how nice the staff at SHIBUYA109 smell as
you make your way around the building…109Girls pay attention
to even ‘the scent’ they wear, matching it to their outfit.
perfumery BRANCHE specializes in perfumes, and stocks about
380 different types in cute bottles and designs.
Allow me to introduce some popular perfumes and new releases!
Please find a scent that suits you amongst the many choices
you have. Let’s ask Store Manger Ito San.
Q1. “Points to consider when wearing perfume in summer?”
→A1. ‘Try not to spray any perfume on your accessories. The
scent of your favourite perfume may change when exposed to
sea water.’
Q2. “What are some perfumes you recommend this summer?”
→A2. ‘Citrus-based perfumes and unisex perfumes are popular
because they are very refreshing’. Citrus-based perfumes
make up the majority of the ‘New Releases’.
Q3. “What are some of the questions you get asked regularly
by the customers?”
→A3. ‘Questions like “What are the popular perfumes this
season?”’ Also, questions about the difference between ‘Parfum’
and ‘Eau de Parfum’, differentiated by the degree of concentration & durability.
From most concentrated to least concentrated; ‘Parfum’ →
‘Edu de Parfum’ → ‘Edu de Toilette’, ‘Edu de Cologne’. A
popular perfume jargon is ‘Note’, the change in the scent
as time passes, in other words, “The phase of the scent”.
After you apply the perfume; Top Note (~15 minutes） → Middle
Note（~2/3 hours） → Last Note（~6 hours）. Perfume durability
varies between different spots on the body.
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