Gushing Over Magical Girls Launching Real Life Utena Perfume Inspired by Manga Chapter 62

The production team behind the hit ecchi comedy anime Gushing Over Magical Girls, animated by studio Asahi Production, has officially announced an unusual piece of character merchandise: a real-world eau de toilette inspired by main protagonist Utena Hiiragi. Titled Smells Like Baby Spirit, the fragrance will make its physical debut at dedicated pop-up shops in Tokyo’s Kinshicho and Osaka’s Namba districts this summer before heading to select online retailers. Western fans can catch up on Utena’s villainous exploits on Gushing Over Magical Girls on HIDIVE, while the new fragrance is available for pre-order via the EEO Store Official Listing.

Key Information

• Anime Title: Gushing Over Magical Girls (Mahō Shōjo ni Akogarete)
• Animation Studio: Asahi Production
• Manga Creator: Akihiro Ononaka (Serialized in Gamma Plus)
• Product Name: Eau de Toilette Smells Like Baby Spirit (Utena Hiiragi Version)
• Product Price: 6,600 Yen (Approximately 36 Euros / 42 USD)
• Physical Sales Locations: Kinshicho and Namba Pop-Up Shops
• Digital Retailer: EEO Store Official Online Shop
• Official Social Media: Gushing Over Magical Girls Official X Account
• Official Website: Gushing Over Magical Girls Anime Website

What Is the Story Behind the Gushing Over Magical Girls Perfume?

The concept for Smells Like Baby Spirit stems directly from a specific joke in the original manga created by Akihiro Ononaka. In Chapter 62 of the series, the idol character Akoya Matama, who is voiced by Loco Musica in the anime adaptation, uses a mysterious bottle of perfume to launch a narrative-shifting attack.

Rather than treating the scene as a standard comedy gag, the production committee decided to recreate the fictional scent for fans in real life. By adapting a gag from the pages of the manga into an authentic cosmetic item, the creators have given enthusiasts a rare opportunity to own a canon-adjacent piece of lore.

Why Are Character Fragrances Popular in the Anime Industry?

While anime-themed perfumes may sound surprising to casual viewers, character-inspired fragrances represent a rapidly growing market segment within Japanese character merchandise. Dedicated scents are particularly prevalent among ecchi, romantic comedy, and R-rated series.

In recent years, specialized production groups and boutique cosmetic brands have frequently partnered with popular intellectual properties to craft bespoke beauty products:

• Tailored Scent Profiles: Fragrance houses mix top, middle, and base notes to represent a specific character’s personality, aesthetic, or backstory.
• Collector Packaging: Bottles and display boxes feature exclusive artwork, foil stamping, and character logos designed specifically for vanity display.
• Lifestyle Integration: Perfumes allow fans to express fandom subtly in daily life compared to traditional apparel or acrylic standees.

Prominent companies like Lune Pictures and various boutique beauty brands regularly team up with licensors to create scents, lotions, and body sprays tailored to fan-favorite female leads.

Where Can You Buy the Utena Hiiragi Perfume and How Much Is It?

The official fragrance carries a retail price of 6,600 yen including tax, which equates to roughly 36 euros or 42 US dollars.

Fans looking to pick up a bottle can find it through two main distribution channels:

1. Summer Pop-Up Shops: Physical retail spaces located in the Kinshicho neighborhood of Tokyo and the Namba district of Osaka will stock initial physical inventory during special summer events.
2. Online Retailers: For international buyers and domestic fans unable to visit the pop-up venues, online orders are hosted directly through the EEO Store Official Listing.

Readers interested in checking out the source material that inspired the product can read digital releases of Gushing Over Magical Girls on BookWalker to see Chapter 62 in its original context.