Abstract: An air freshener dispenser is provided with an emanator medium which is easily replaced, allowing for sustainable use of the container. The dispenser is characterized by having a head section consisting of a head assembly and a fixing member. The head assembly is detachably connected to the container, comprising a cylindrical cap member having a plurality of threads for mating with threads on the outer periphery of the container neck and an exterior ornamental part extending upwardly and outspreadly from the outermost periphery of the cap member. The fixing member is inserted into the space surrounded by the thread in such a way that the emanator medium is firmly held therebetween, its base being in tight contact with the wick which carries the fragrant liquid thereto by capillary action.