market share, the luxury segment continues to drive the US home
fragrance marketplace. Smaller brands are the ones igniting sales
with distinctive, decorative visuals, observed sources at Kline.
“Home fragrance has been a part of home décor since the
1990s when the sales of candles peaked,” said Sagar Gehra, se-
nior consultant at Kline. “Nowadays, the aesthetic appeal and
home décor value continue to be important facets that help mar-
keters stand out and drive product sales across all channels be it
prestige or mass.”
According to Gehra, helping to drive sales are “creative and
giftable packaging ideas that allow consumers to experience the
scent while on shelf.”
Building upon previous years’ growth, diffusers are warming
up to become new gems on the market. The ease of use, no risk
of spill or burn, modern designs, and new continuous-release
technology promising long-lasting fragrance delivery is a turning
point behind this migration.
“In the US market, the biggest growth is in the flameless fra-
grance category,” agreed Dana Harrell, director, product portfolio
and merchandising, PartyLite North America
North America, Plymouth, MA. “This growth
is driven by wax melts and other flameless
Within this category, PartyLite has successfully launched its decorative fragrance
sticks, SmartScents by PartyLite. In the candle
category, innovation is always a winner, noted
“Our patented GloLite by PartyLite technology, touting the claim‘The World’s Brightest Candle’is one our
top customer choices. Consumers look for a quality candle.”
Taking a Hint
Besides novel forms of delivery, shoppers seek seasonal scent stories. For example, for Fall 2015, Yankee Candle has unveiled its
new fragrances available in both classic jar and tumbler forms.
The new products are said to embrace the vivid colors and scents
of this time of year: Autumn in the Park (fresh peeled apple, fallen
leaves, lemon zest and pumpkin), Crisp Morning Air (eucalyptus,
mint, soft pear and sage), Sugar & Spice (cinnamon, buttery vanilla and sugar crystals), Lush Berries and Vanilla Bourbon.
“Based on our research and consumer insights, we created
these five new fragrances with the sights and sounds of autumn
in mind,” said Geoff Medeiros, vice president brand and product development for The Yankee Candle Company, Inc., South
Deerfield, MA. “Our new Fall line is all about embracing the colors, scents and flavors of the season.”
In celebration of the 50th anniversary of “The Sound of
• Fall marks the start of holidays and
guests galore. it’s time to spruce up the
home by adding autumnal decorating
touches in every room. interior designer and
new star of oWn’s “Home made Simple”
Jeremiah Brent has partnered with air Wick
to curate home décor tips incorporating the
new life Scents fall and holiday home fragrance collection. Here’s Brent’s advice:
ACCESSORIZE YOUR HOME WITH CANDLES. Decorating with candles is a
surefire way to add warmth to your home. Use your favorite scent to set
a mood in each room and leave each space smelling great. i love air
Wick’s life Scents candles; they pair perfectly with any décor.
CREATE A RUSTIC CENTERPIECE. one of my favorite rooms in the
home is the dining room—it’s the one place that brings everyone
together. For fall, create a seasonal tablescape using pumpkins in
a variety of sizes, colorful gourds, and anything else that represents
the season to you. For the holidays, swap pumpkins and gourds
for vases filled with pinecones and cranberries, adding touches of
evergreen as you see fit!
BRING THE OUTDOORS IN. i love to add simple touches to my home
that welcome the colors of the season – like a vase filled with
branches and autumn leaves. i love to do the same with scent –
air Wick’s autumn market is a great fragrance that captures the
essence of the season—it helps create a sense of comfort and
relaxation in your home.
DOUBLE-DUTY DÉCOR. add seasonal style and functionality to your
living spaces by draping cozy blankets across the back of chairs
and sofas around your home. Search for blankets in colors and patterns that complement your existing décor for a seamless look. Set
the mood by lighting a candle. cozy by the Fire from air Wick life
Scents is another favorite of mine.
ExPEr T TALK: DESIGN LINKS UP WITH HOME FRAGRANCE
Method recently rolled out a line of soy candles.