Research in cognitive and social psychology shows that as people see or hear the same thing repeatedly, they tend to like it more. The technical term for this phenomenon is "mere exposure effect". Shiseido has discovered that the mere exposure effect is applicable to fragrances as well.
It has also been found that if people smell a rich and deep fragrance such as fruity essences, and those with a floral aldehydic or oriental note repeatedly, they become increasingly fond of that fragrance, and, if one has experienced repeated exposure to such a fragrance in the past, this effect of "liking it more" occurs even if one is not aware of the experience.
Fragrance is an important factor not only in perfumery but in the cosmetics and toiletries used daily. Thanks to this research, it has also become possible to develop products that are liked all the more with daily use on the basis of fragrance.