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Home Fragrance Innovates

By: Nancy Jeffries
Posted: August 26, 2008, from the October 2007 issue of GCI Magazine.

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In the natural arena, formulating fragrances with essential oils, nature-based scents, and recyclable, more natural-looking packaging is gaining in popularity. “Capturing the essences of nature in fragrance, soy-based wax for candles, solar powered diffusers in place of batteries and electricity, and trying to be more eco-friendly in fragrance claims, packaging and marketing claims, are a growth trend,” he noted. Consumers are drawn to new devices in search of improved performance and have more control regarding selections, formats, and fragrance options.

Home fragrance as a luxurious accoutrement also finds expression in upscale scents and presentations. Roger&Gallet chose the citron fruit from southern Italy, to compose Cédrat, for its fragrant water, and translated it into a perfumed candle. Citron was discovered in the Far East and recognized as “the hand of Buddha,” regarded as a symbol of life and happiness. The luxury candle delicately perfumes the home with a blend of fresh Calabrian citrus, aromatic and woody notes, adding sparkle and modernity to the air.

Recently, Manuel Canovas, the international French fabric house, launched nine fragrances for the home, based on inspirations from the designer’s own childhood, including Indian art, Japanese graphics, nature, American folk art and the Far East. The refined scents, available in candles and natural room sprays, create an elegant home atmosphere reminiscent of Canovas’ luxurious weaves.

The hand-crafted candles, made of high-quality, non-allergenic waxes, with lead-free wicks, as well as the natural room sprays, are available in Jardin de Lantana, with verbena, lantana, and mango; Bois de Lune, with velvety notes of red cedar, rosewood, Chinese Tea and wild berries; Fleur de Coton, featuring green and pastoral notes, with linden flower, and morning dew; and Matin de Perles, with peony, forget-me-not, and acacia wood, representative of the fresh and natural essences comprising the line.

With on-trend scents, and a wide variety of dispensing options available for the home, consumers can express their individual tastes to create ambiance, as well as their moods of the moment. Home fragrances continue to be among the most popular aspects of the fragrance market, with reinvention and scent translation key components.