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https://www.apothekefragrance.jp/en/notes/

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https://apotheke.theshop.jp/?_gl=1*1vhwkgn*_ga*MTM5OTc2NzE1NC4xNzU1OTIxMTY4*_ga_E7EM9TTYM9*czE3NTU5MjExNjgkbzEkZzEkdDE3NTU5MjE4MDkkajEyJGwwJGgw

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https://www.instagram.com/apfr_official?igsh=MXVsYmk5MjJ4bDQxYQ==

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APFR TOKYO, Setagaya-ku. 63 likes · 3 talking about this · 15 were here. Visit APFR TOKYO to experience the luxury of fragrance in a calm, sophisticated setting.

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see pdf for web performance, data from SimilarWeb

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Customers might want to learn about the TYPES/FLAVOURS of fragrances that the brand have available

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Customers might want to learn about the TYPES/FLAVOURS of fragrances that the brand have available

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Certain Products are featured on 3rd Party Retailer: Late Morning

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Certain Products are featured on 3rd Party Retailer: Late Morning

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Products Featured:

Incense Sticks

Travel Tin Candle

Closet Tag

Room Spray

Incense Stand & Holder

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We bring boutique tableware, cutlery, home decor by designer brands from around the world to Singapore. Experience the daily sensuous joy with Late Morning.

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Feature on 3rd Party E-Commerce Site: KAPOK

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Feature on 3rd Party E-Commerce Site: KAPOK

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Products Featured:

Incense Sticks

Glass Jar Candles

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A luxury home fragrance brand inspired by the unexpected beauty found in life’s simple pleasures. APFR has been defined by craftsmanship and guided by passion.

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Logo/Brand Mark:

Originally, the full name was spelled out as Apotheke Fragrance. After the 2023 rebrand, it was unified to "APFR," a more concise and modern design.

Typography: The official website and packaging primarily utilize clean sans-serif fonts, emphasizing a sense of craftsmanship and minimalist aesthetic.

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Definition standard: Competitors are selected as Japanese fragrance and incense brands of comparable influence to APFR, either in modern lifestyle fragrances or in traditional incense, with distinct brand positioning and consumer recognition.

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Definition standard: Competitors are selected as Japanese fragrance and incense brands of comparable influence to APFR, either in modern lifestyle fragrances or in traditional incense, with distinct brand positioning and consumer recognition.

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Aux Paradis (オー パラディ)

Emphasizes natural and refreshing scents, evoking the purity of strolling through a serene Japanese garden.

Shiro Japan (シロ)

Minimalist and elegant, with light, gender-neutral fragrances suitable for diverse occasions; also a representative of Japanese organic perfumes.

Shoyeido (松栄堂／しょうえいどう)

Established in 1705 in Kyoto, a long-standing brand renowned for blending traditional craftsmanship with modern incense products.

Nippon Kodo (日本香堂)

With a history tracing back over 400 years, it is now the largest Japanese incense company worldwide, widely known for products like Morning Star and Mainichi-Koh (毎日香).

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Rebranding from “Apotheke Fragrance” to “APFR”

Originally launched in 2011 as Apotheke Fragrance, the brand adopted the globally concise name APFR in 2023. This rebranding included a revamped visual system: a cleaner, stronger logo, simplified packaging, and a pared-down color palette.

APOTHEKEL means "pharmacy" in German and, in the Middle Ages, referred to a place where various herbs and spices were stored.

APOTHEKE FRAGRANCE is a handmade aromatherapy workshop specializing in scented candles, diffusers, and other products. —APFR

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1. Brand story & cultural depth: The brand name leans Western and lacks distinct Japanese identity; storytelling can emphasize “Japanese fragrance culture” and “artisan craftsmanship.”

2. No unified brand slogan: A concise and powerful slogan is needed to strengthen brand recall.

3. Limited content formats: Current communication is product-focused; more lifestyle-oriented content (e.g., tea ceremony, Japanese home aesthetics, minimalism) can position APFR as a lifestyle brand.

4. Insufficient international content: While APFR has overseas audiences, there is a lack of multilingual and culturally adapted storytelling.

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1. Inconsistent social media tone: A unified visual language and tone across Instagram, TikTok, Xiaohongshu, etc. is needed.

2. Low interactivity: Current social presence is mostly product showcase; more UGC and participatory challenges (e.g., fragrance rituals, daily scent habits) can increase engagement.

3. Limited influencer collaboration: Compared with peers, APFR is behind in influencer marketing, reducing reach and amplification.

4. Weak community building: A “fragrance club” or online community could encourage users to share experiences and create stronger brand attachment.

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1. E-commerce experience needs improvement: Website shopping flow is slightly complex, mobile UX is weak, and speed optimization is needed.

2. Lack of immersive retail experiences: Compared to other Japanese fragrance brands, APFR’s offline touchpoints are limited; pop-ups or collaborative exhibitions could enhance brand immersion.

3. Limited product touchpoints: Potential to expand into fragrance-related lifestyle goods (e.g., textiles, accessories) to increase daily presence.

4. Weak after-sales & loyalty programs: No clear membership system, repurchase incentives, or customer care initiatives.

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Packaging Design:

A uniform, minimalist color palette (primarily black and white and natural tones)

Handmade details such as thick cardboard boxes, wax coatings, and embossed logos.

Glass bottles and metal accents (such as brass incense holders) highlight the brand's materiality and durability.

Color Palette:

The primary color palette leans toward neutrals (black, white, gray, and beige), conveying a sense of tranquility and timelessness.

Metallic accents (such as brass) enhance the sense of craftsmanship and luxury.

Historic Japanese aesthetics—namely gray-mouse (はいねず) and white-mouse (しろねず)—harking back to Edo-era sumptuary regulations that emphasized modesty in dress, where only tea, mouse, or blue tones were allowed.

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APFR’s core opportunities lie in strengthening Japanese brand identity, unifying brand communication, and enhancing online–offline customer experience, in order to build clearer brand equity both domestically and internationally.

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APFR emphasizes artisanal craftsmanship. Every product is handcrafted in their Chiba workshop, using carefully selected, natural ingredients—and the visual language mirrors this ethos of restrained elegance and tactile authenticity.

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1. Inform (primary): ‘About’ tells visitors who APFR is (founded by Keita Sugasawa in 2011), what shapes its philosophy (influences from traditional fragrances, herbal culture, natural philosophy, food, music, art), how it makes products (all hand-crafted in its own workshop with carefully selected ingredients), and its goal (to enhance everyday life, emotions, and memories). These are classic information and identity elements.

2.Educate (secondary): It lightly educates by explaining inspiration sources and craft ethos, giving readers context for APFR’s approach. Yet it stops short of tutorials, guides, or a knowledge base.

3.Entertain / Connect (minimal to none): The website doesn’t focus on storytelling for entertainment, interactive features, UGC, membership, or community calls-to-action; it’s a static brand overview rather than a participation hub.

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There might be a slight intention to entertain the views in that the asthetics, photos, video clips are shown in a manner of online Japanese gallery, though not their primary focus.

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APFR Tokyo / Kyoto / Yokohama's store:

space utilizes a rich palette of wood, concrete, and light and shadow to create a calming atmosphere and establish a "brand environmental identity asset."

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Although there's no global slogan, the website 'About' page emphasizes: "All products are handmade in our own factory, carefully crafted to enrich everyday life through fragrance." → This can be considered a core statement.

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Unique fragrance naming assets, such as Black Oud, Tobacco Cedar, Oakmoss & Amber, Blue Hour, and Anjir.

The naming logic incorporates both natural ingredients (herbal/woody) and poetic imagery (Blue Hour, Maghreb Bukhoor), building the brand's language.

Category Architecture:

Fragrances are categorized into four main categories: Floral, Amber, Woody, and Fresh, serving as a structural tool within the "language assets."

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Store Experience: APFR retail spaces often feature quiet ambient music to mitigate commercial appeal and enhance a sense of ritual and tranquility.

For example, the sound of a match lighting a candle or the sound of liquid pouring from a diffuser, while not specifically explored by the brand, are closely tied to the "handmade and sensory experience" theme and could become future avenues for expanding sonic assets.

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They DO NOT have an OFFICIAL page on Youtube unfortunately... but people ARE talking about their brand on Youtube, so they do have EARNED media on this platform.

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They DO NOT have an OFFICIAL page on Youtube unfortunately... but people ARE talking about their brand on Youtube, so they do have EARNED media on this platform.