American brands are getting very popular among young women in Tokyo.
They smell much stronger (so the smell remains longer after drying) than Japanese counterparts.
In fact I bought a bottle of Downy, too.
It is much more expensive than Japanese regular ones ( the bottle itself is bigger, though)
but personally I like the result so far.
Laundries smell longer now : )

Traditionally, many Japanese liked "subtle" smell than strong ones.
But nowadays not everyone feel that way.
Maybe Japanese companies will have to realize the change, otherwise
they will lose their long term customers.