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Keeping Candles Lit

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

page 6 of 6

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.”

“We listen to customer requests. This is one reason that bricks and mortar retailers will always be important to our industry,” Ardene Flahavin, vice president and director of marketing, Er’go. “The Web is a great place to get information as well as education about many products, but people still want to be able to see, feel, touch and, most important, smell the fragrance of the candles.”

The feel and fragrance of candles provide an ambiance that will continue to appeal to consumers well into the future.