As Japanese consumers increase their use of scented fabric softeners and cosmetics, some cities are urging people to scale back use of such products. The cities' efforts are aimed at protecting people who suffer from hypersensitivity to fragrances, according to this article. Still, "users look for new fragrances. This trend will grow," said Kayne Goodwin, brand manager of the marketing department for Chuo Bussan International, which distributes Downy in Japan.

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