More people, places and things are
scented these days as home fragrance
companies add new scents and technologies
and corporations look to use subtle scents
to influence consumers.
SEPTEMBER MARKS a change in seasons in the US. After Labor Day, American attitudes, in general, shift from the lazy days of sum- mer to Autumn’s activities like Sunday football, Halloween
and Thanksgiving—times when friends and families come back to
the great indoors.
That’s show time for home fragrance marketers.
“Fall is always an exciting time at Yankee Candle. Autumn is a
time when consumers share the season’s best in their homes, as they
gather with friends and family,”said Geoff Medeiros, vice president-brand and product development.
And while the recession has impacted the candle market during the past few years, the category is showing signs of recovery. US
candle sales declined 9% during the 2008-13 time period; however, sales grew by 0.3% during 2012-13, the first positive growth in
several years, according to data compiled by market research firm
Looking at the mass market alone, in air fresheners, which includes items for cars and the home, there was a modest gain (0.9%)
in US multi-outlets, as sales neared $2.6 billion for the 52 weeks
ended July 13, 2014, according to IRI, Chicago. Home air freshener sales, led by SC Johnson and Reckitt Benckiser, declined 1.9%.
Candle sales dipped 4.7%. But growth came in the smaller potpourri
and/sachets sector, where sales jumped 22.7% (see chart on p. 62).
Note-able Fall Launches
Whatever the method of delivery, home fragrance launches this
time of year are designed to conjure up special memories of
Autumn, and everything from cranberry to candy corn to apple cider is on tap at leading companies.
Reckitt’s leading Air Wick Fall collection of Good to Be Home
Candles has been expanded by three new scents made with natu-
ral essential oils. They include Homemade Preserves (rich, tart
notes of blackberries and sugarcane), Iced Gingerbread Cookies
(gingerbread combined with anise and cardamom); and Candied
Citrus Peels (candied citrus zest with notes of orange and burnt
sugar). Each candle has a label that easily peels off to fit with any
décor, according to the company.
Diamond Candles—which burst onto the scene last year with
its candles that have a ring inside that’s revealed as the 100% soy
wax melts—has also added new seasonal scents. New fragrances in-
clude Caramel Apple Cider, Candy Corn and Pumpkin Chai.
Colonial Candle, part of the MVP Group, has added six new
Fall scents. The offerings range from gourmand inspired fragrances
like Pumpkin Roll (billed as a new twist on a classic with notes
of pumpkin, ground ginger, brown sugar cinnamon and sweet
buttermilk) to more complex and sophisticated pairings such as
Tobacco & Honey and Mahogany Leather, the latter of which
has notes of suede and leather and combined with sheer florals,
smoked myrrh and musk.
Naturally, Yankee Candle is big on finding new ways to inter-
pret the season too. “Our new fall fragrances capture the season
with harvest kitchen favorites; fresh-picked flavors from the farm-
er’s market are made even better with decadent goodness, like our
new Berrylicious and Cranberry Pear fragrances. Another fun new
offering is the Chocolate Layer Cake fragrance, which is so true to
life, it’s almost good enough to eat,” said Medeiros.
In the Pure Radiance by Yankee Candle line, new limited edi-
tion scents include Orchard (the scent of fresh air, crisp red apples
and bright citrus), Ginger Pumpkin (fresh-baked blend of ginger,
pumpkin and cognac) and Café (a blend of roasted, sweet and
While these kinds of flavorful scents are part of the company’s
DNA, Yankee Candle has also invested in new technologies de-
signed to make home fragrancing an easier process. For example,
the firm recently unveiled Scenterpiece, a new line that allows cus-
tomers to quickly swap out their favorite fragrances without the
cooling, scraping or pouring involved with traditional tart warmers.
The system is comprised of wax-filled Easy MeltCups (sold in a
wide selection of classic and new Yankee Candle fragrances) and
20 different electric warmers.
Christine Esposito • Associate Editor
Yankee Candle’s latest innovation, the
Scenterpiece system, allows homeowners
to swap out the wax melt on the fly.