themed scents such as cut wood
(2x4) and grass (Riding Mower)
back to stores in time for holiday. That’s a critical time of year
for home fragrance—for candle
markers and retailers as well as
for consumers who look to home
fragrance to create ambiance.
“Home fragrance continues
to be a healthy market as consumers want to have products
in their homes that evoke certain emotions and feelings,” said
Sturm of Colonial Candle, which
as this issue went to press was
ready to cut the ribbon on a new
flagship store in Charleston, SC. (For closer look at this new retail
space, see “Reigniting The Fire” at www.happi.com. )
The nostalgic nature of the season is evident by sales of perennial favorites.
“For holiday, we always know our signature fragrance,
Holiday Sparkle, will be a best seller. It’s one of our oldest, tried-and-true fragrances in the line and a fan favorite all year,” noted
One new scent that Yankee Candle execs are keeping an eye
on this Fall is peppermint bark, part of a trio of new gourmand
inspired offerings for the holiday season. It joins Red Velvet and
Pinecone and Lime, the latter of which Margala Klein described
as a new twist on the venerable fir tree accord.
Other holiday rollouts from Yankee Candle include new SKUs
in the company’s popular Favorite Things range—Brown Paper
Packages, Whiskers on Kittens and Schnitzel with Noodles—and
All That Glitters, a limited-edition collection of white candles
with some bling (namely a bit of gold). The design is somewhat
of a departure from the standard Yankee Candle look, but follows
in lockstep with the brand’s greater emphasis on home décor.
Over at Scentsy, new holiday warmers include Tis the Season
and Joy to the World and new fragrances include Buckleberry,
Dulce De Leche, Frosted Ginger Cookie and Iced Pine.
From candle maker The Soi Company come several new seasonal themed scents too—Cashmere Woods, Crushed Velvet,
Colonial Candle’s new Fall fragrances include gourmand inspired scents.
Brushed Satin, Winter White and
Sugar Plums. And like all Soi
Company candles, the holiday
SKUs do double duty: once the
soy oil has melted, it can be used
as a natural skin moisturizer, according to the company.
There are new holiday options in mass too. Febreze is rolling out new limited edition scents
for holiday in Winter Magic &
Glow and Holiday Bloom &
Cheer. These two new offerings
join Cranberries & Frost and
Glistening Alpine scents, and are
available across the wide range of
At SC Johnson, holiday scents for Glade Holiday Plugins
scented oils and warmers will be offered in Shimmering Spruce,
Nutcracker Crunch, Apple Cinnamon and Frosted Cookies.
These seasonal scents will also be offered in the Glade aerosol,
according to the company.
Keepers of the Flame
The power of a great scent can trigger strong emotions, and ultimately that’s what draws fans to many environmental fragrance
products in general.
And while in years past, consumers may have romanticized
about the smell of mom’s sugar cookies baking in the oven—and
bought a candle that threw a similar scent—could it be today’s
younger homeowners wax poetic about the candle or reed diffuser itself just as much as the scent?
“This generation is the first to grow up with home fragrance
in their home,” observed Margala Klein.
And even though homeowners have an extensive arsenal of
environmental fragrance products at their disposal, one choice
remains a favorite, according to the Yankee Candle executive.
“The truth is, she uses all forms to [fragrance her home]—
but there is something about the candle that can’t be replaced,”
Margala Klein said.“There is just something about the candle.”•
• When it comes to hanging air fresheners, cool is hardly a word one
would use to describe that iconic tiny tree or those cute cutouts that
look like a candle mom has in her kitchen. But Epic Scents, Danbury,
ct, is out to make the car’s rearview mirror a bit more hip with mega man
and Proto man Scent Blasters, air fresheners with fragrances crafted to
represent the characters for which they are named.
according to Jim Kavanaugh, project development, Epic Scent’s
mission is to join the exciting graphics of the gaming industry with
“combining our audience’s passion for gaming with their passion for fra-
grance offers them a new way to experience their favorite characters,” he said.
“gamers—myself included—love to collect and display merchandise on
their computer desk, mantle, office, and throughout their home…We see
a lot of expensive action figures, models, and other gaming merchandise
on the market, but there is very little high quality, inexpensive, point of
purchase merchandise that fans can purchase and be proud of.”