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Keeping Candles Lit

By: Jeff Falk
Posted: October 2, 2007

page 4 of 6

Scent and the Retail Connection
The National Candle Association estimates that 80% of all candles sold in the U.S. are scented, and fragrance itself is following broader trends, becoming bolder and more complex. (See the sidebars Popular Scents and Trends for Fall/Winter 2007–2008.)
The gourmand trend inspires food-related scents, including exotic combinations of novel foods and beverages—Er’go, for example, launched green tea, mint tea and chai tea scented candles.

Consumers have also trended toward hard-to-describe but distinctive fragrances; the NCA has labelled this relatively new candle fragrance category “fantasy.”

“We have seen and addressed consumer preferences. They are wanting clean, fresh, green-type fragrances,” said Kathy Flahavin, president and director of product development, Er’go.

But new and trendy must be supported by quality fragrances, regardless of whether the candle is targeted toward a luxury market or not.

“The development and incorporation of new fragrances is a continually evolving process, balancing input and interests from our consumers, as well as ever-changing scenting and fragrance trends within the entire consumer products marketplace,” said Hettich. “More than 10 years of consumer testing in support of Febreze has [made it] a leader in scent delivery through the incorporation of high quality fragrance.”