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Keeping Candles Lit

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

page 5 of 6

“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.”

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.