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Keeping Candles Lit

By: Jeff Falk
Posted: October 2, 2007

page 5 of 6

Fragrance manufacturers continuously formulate air care-specific scents that keep pace with changing consumer tastes and produce scents growing in complexity, allowing marketers to grow lines.

“One of the key challenges within the candle category is to continue to deliver consumer-desired and meaningful innovation,” said Hettich.

Because selling scented products typically requires a first-hand consumer experience, retailers have been integral to the growth of the segment.

According to the NCA, candles are principally sold in three types of retail outlets: specialty or gift shops, department and home decor stores, and mass merchandisers.

“Our retail partners, as with consumers, have been an integral and critical partner in the launch of Febreze Candles,” said Hettich. “As our in-store presence is the first ‘moment of truth’ for our consumers, getting the delivery and execution right requires early involvement and collaboration with all of our retail partners, who play a critical role in each of our product launches. Following the product launch, we maintain this relationship with the trade, to ensure that our product continues to deliver best-in-class performance and value for the consumers they serve.”