$345.2 million. Also, drivers are still looking to refresh car interiors on the go, as automobile air freshener sales soared 11.7% to
“Candles remain a huge part of the market, including por-
table travel candles so you can choose your environment wher-
ever you are,” Karen Dubin, founder and CEO, Sniffapalooza,
New York City, told Happi. “Room sprays continue to be strong,
because they’re an easy way to transform your space at all price
According to Dubin, the market’s filled with more dif-
fusers than ever, featuring increasingly elaborate contain-
er packaging made to look like antique family heirlooms or
sculptural objects. There’s also been a revitalization in incense,
potpourri, scented stones and alternative ways to scent space.
What’s Selling Now?
The evolution of US home fragrance sales was largely a consequence of the entry of P&G’s Febreze Stick & Refresh in recent years, noted global market research firm Euromonitor in its
report, Air Care in the US. The latest innovation from Febreze
in 2015 is a collaboration with Tide. Its Fabric Refresher Tide
Original Scent is said to wash away odors with earthy florals and
rich vanilla aromas.
Other rising stars in home fragrance are prestige candles, according to Kline’s Home Fragrances: US Market Analysis and
Opportunities report. Accounting for more than 50% of total
• Even if their primary business is perfume or hair care, marketers
are expanding their repertoires with home fragrance varieties of the up-scale kind!
•The Bulgari Eau Parfumée au Thé Blanc
candle ($70) features a floral-woody-musk
scent structured around notes of white
tea. an ideal gift or keepsake, each Bulgari
candle is presented in an ivory-white matte
porcelain container with an embossed Eau
Parfumee flower and metal silver lid to be used
as a cover and a base when burning.
•La Prouveresse is a sun-drenched trail
in France that inspired the perfumer
Fabrice Pellegrin to create a home fragrance for Diptyque that incorporated
the woody scent of fig trees with rustic notes. the la Proveresse ceramic
candle ($85) showcases previously
unseen colors in packaging for the
brand: a monochrome of bluish-grey and black
porcelain clay with cut grass.
•Ideal for creating a tranquil spa-like environment at home, the
Philip Kingsley geranium & neroli Elasticizer and
candle gift Set ($62) features a candle that
will burn up to 30 hours emitting a
subtle glow. Housed in a white
glass with a delicate silver floral
pattern, this geranium & neroli
scented candle and fragranced
hair Elasticizer makes an opulent
gift for the holidays.
•Vegan apothecary and textile line Soul Sunday has a new
mist, Homestay ($24), which is a blend of calming essential oils including soft lavender flower which clears the mind and eases physical and
mental tension, according to the company. the home fragrance also
contains ylang ylang essential oil to calm and harmonize. it is free of
parabens, dyes, sulfates and alcohol.
•Oscar de la Renta’s Something Blue candle ($65) opens with a
burst of mandarin and linden blossom followed by
a heart of stephanotis, lily of the valley and a kiss of
lychee. the fragrance warms to a finish with notes of
bourbon vanilla and white musk. Stephanotis, the signature note of Something Blue, is often called “bridal
veil” because of its traditional use in wedding bouquets.
•Poo-Pourri Toilet Spray ($24.95) is designed to keep
the bathroom smelling fresh and clean. it works to trap
odors beneath the surface of the water and keep them
out of the air. the signature collection is comprised of
a proven food-based formula of essential oils that are
environmentally safe and aromatherapy-based, said
the company. the formula is free of alcohol, aerosol,
parabens, phthalates, formaldehyde and synthetic
PARAMOUNT IN PRESTIGE: NEW CANDLE AND SCENT LAUNCHES