• Home Fragrance
and mood boosting aromatherapy fragrances within the home. The most popular and fastest growing division is sprays
and aerosols, followed by electric plug-in
air fresheners, said the report.
Doskow of Kline anticipates that the air
care category will post 2-3% growth in the
future, led by direct sales and other new
channels of distribution.
Bergamot Vert is a new citrus-scented aromatic
candle from Thymes.
Barnes of Candle Warmers.“Our Illumina-
tion Fragrance Warmers and Candle
Warmer and Dish products are posting
triple-digit growth over last year. Retailers,
both independent gift stores and large
chain retailers, are aggressively expanding
their product offering or introducing these
types of products for fall.”
To fill this increased demand, Candle
Warmers Etc. is introducing seven new Il-
lumination Fragrance Warmers and five
new Plug-In Fragrance Warmers this year
along with four new Jaime Clair Wax Melt
scents.
In terms of fragrance trends, marketers
continue to see the“clarity/transparency
trend”still going strong. According to Finck
of Chesapeake Bay Candle,“Our world is
a complex place and consumers’ lives are
getting busier and busier. They look to
counterbalance these tendencies and
home fragrance has to respond to that with
clean scents that are understandable and
not overpowering. The need for simplicity
will also be addressed through design,
packaging, colors and textures.”
Smith at Yankee Candle agreed that a
back-to-basics approach coupled with in-
novation is the key to moving the home
fragrance category forward. She said,“Sim-
ple, easy to use products she [the con-
sumer] can trust are the things she is
looking for and that is what we at Yankee
Candle aim to deliver. Ways to deliver her
fragrance experience more quickly, as well
as delivering fragrances in new and differ-
ent ways is something we see as a trend for
the future.”•
