Music,” Yankee Candle is bringing back
the My Favorite Things Limited Edition
Collection for Holiday 2015. This whimsical
range, based on song lyrics by Rodgers &
Hammerstein, features three returning fan
favorites and one new addition: Do Re Mi,
a new fragrance representing another hit
song from the musical.
Tapping into the consumer desire for
variety, Air Wick recently launched its Life
Scents collection, billed as the first-ever
constantly changing fragrances, according
to the company. The range is available in
a variety of formats including scented oils,
Freshmatics and the latest iteration, candles.
According to the SCJ brand, unlike other
home fragrances, each Life Scents item contains three distinct
accords that are sequentially detectable. Each scent can be experienced on its own, but also the three notes work together to
provide one harmonious and cohesive fragrance. The patent-pending technology makes it possible for Air Wick to provide a
constantly changing scent. For instance, with the Cozy By the Fire
fragrance, one may first smell firewood, then a hint of orange,
and finally a layer of warm cinnamon and continuous variations
thereafter as the three fragrance accords compete in their levels
According to sources at Air Wick, another novel facet of the
candles is that labels peel off so they fit in with the decor of any
home. The products come in four scents—Summer Delights,
Cozy By the Fire, Spiced Apple Crumble and Emerald Woodlands.
In tune with the concept of innovative packaging and shining
the light on the spirit of the holiday season, FarmHouse Fresh introduced two Cozy Candles, which spread joy and cheer through
colorful, knitted decorative sweaters that hug each soy-blend
“We are showering the senses with great smells and color-
ful nostalgic images that make people reminisce about holidays
past while celebrating the present,” said Shannon McLinden,
president of FarmHouse Fresh.“The Cozy Candles, which feature
spiced rum and fir scents, make excellent decorative gifts and are
wonderful accessories to feature at a holiday gathering. They also
complement festive offerings such as eggnog, spiced apple cider,
chocolate bark and other treats.”
Method is also expanding its home fragrance portfolio with a
line of candles at Target. According to the company, these scent-
ed, dye-free, soy wax blends burn clearly and evenly for as many
as 24 hours. The products are packaged in colored glass and come
in five nature-inspired fragrances from fresh, fruity Apple Slice to
herbaceous Beach Sage.
A Fragrant Outlook
Fragrance continues to serve as an important product
differentiator, especially within premium
and sophisticated air care. According to
Euromonitor, “complex fragrances” can
be expected to complement the aesthetic
qualities of home fragrance products. The
combination of the two can help lend dis-
tinct personality. Home care fragrances, in
general, appear to be inspired by a variety of
factors such as decor, food or travel. Edible
fragrances influenced by gourmet choices,
also known as gourmand fragrances, are
very popular in the US and will continue to
grow, added the market research firm.
Kapla of Fragrance.net noted that green
living is on the rise across the globe and
consumers are not only more aware of the
ingredients they’re putting into their bodies, but also of those in
the air around them.
“More and more shoppers are looking for home fragrances
that feature essential oils rather than artificial fragrances and
overpowering scents,” she said, adding that“spirited” home fragrances featuring gin, whiskey and rum notes are a big trend to
watch for Holiday 2015.
“Cool blends of fir and pine are always popular around the
holidays, but this year these wintry staples are creamier with
notes of vanilla or more refreshing with a mix of fruit blended
in,” Kapla said.
According to Kline, a noticeable rising trend is outdoor scents
preferred as indoor fragrances, such as Veranda Garden by Bath
& Body Works and Nectar by Febreze, as well as a wide range
of baked goods and spices, such as Baking Cookies by Air Wick.
Masculine scents also continue to be a growing trend, said Gehra.
When it comes to an increase in mass market, budget-friend-ly developments or prestige, high-end home fragrances, there’s
certainly an increase at both ends of the scale, noted Dubin of
“Prestige brand candles consistently remain a top choice for
gift giving,” she explained. “They represent ultimate luxury and
also the aesthetic and personality of the giver.”
Meanwhile, a trip through Target shows more affordable air
fresheners than ever before with Glade, Febreze and Airwick all
doing collections that change with the seasons.
According to Dubin, these collections are the result of intensive research that studies demographic behavior, fashion trends
and popular culture to come up with new smells that will appeal
to consumers of varying ages, backgrounds and socio-economic
levels, which is how you get affordable home fragrances.
“I also found mountain air-scented trash bags, chamomile-scented furniture polish, rhubarb dish soap, blueberry-scented
mascara and orange blossom-scented pencils, which happily
confirms to me that consumers now have become used to and
want fragrance in every aspect of their daily lives,” said Dubin.•
Yankee Candle celebrates The Sound of Music.