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Fragrancing with Intent
By: Nancy Jeffries
Posted: December 4, 2006, from the December 2006 issue of GCI Magazine.
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“Looking ahead, a shift in marketing will focus on appealing to our emotional rather than rational realm, by engaging all our senses,” said Solari. “As this happens, an opulent and sensual mood will emerge in the home and fragrance will reflect a warm, nostalgic turn toward the use of heady, aphrodisiac ingredients (such as) violet and tuberose.”
In concert with creating designer fragrances for the home, designers of fine fragrance have long supported lines with ancillary products—including candles. However, Anvers by Ulrich Lang, a unique fragrance that began as a contemporary niche eau de toilette for men, recently transitioned into the home fragrance arena as an aromatic candle. The scent supports the trend toward fragrance complexity. Anvers’ fusion of spices, florals, woods and ambers supports its translation as an aromatic candle with a point of view.
In keeping with a trend toward evocative fragrances with personality, Alexandra Monet, a perfumer with drom Fragrances, shared insights that illustrate new interpretations of environmental scents. “Aerosols and electric air fresheners are leaders in the market right now.” said Monet. “But candles are the best to create an atmosphere and perfume a room overall.” Monet cited a number of fragrances that are currently quite strong in the marketplace. “Citrus fragrances lead the market in air scents, as they give an impression of freshness and cleanliness,” she said, while in the U.S. “Vanillic and gourmand fragrance combinations are also extremely popular, as they evoke a sense of comfort and warmth.” Monet noted that vanilla and edible notes may be combined in many ways—with pumpkin, spices, cinnamon, clove, nutmeg and chocolate, for example. “Fruit combinations in the air scent market are very popular for similar reasons, as they are easy to relate to and have such a vast span for creativity,” added Monet. Popular fruits include berry combinations, apple, peach and exotic fruits blends. Floral notes, such as white flowers and lavender, remain a staple in the marketplace, but there is a surge of clean fragrances inspired by laundry care. Monet says this is especially evident in the U.S. market, where scents of clean linen, fresh air and water are proving to be quite successful.
Reaching individuals seeking to recreate scents that remind them of special times in their lives is the objective for Upper Canada Soap & Candle Makers, Ontario. According to Debbie Trollope, brand manager, the company recognized that scents and memories go hand-in-hand, and created a line called Moments, Scents Inspired by Life. The 18 fragrances, designed to be reminiscent of cherished moments, are made from a paraffin mottling wax.
Jimmy Belasco, founder of his eponymous line of fragranced candles, stresses his appreciation of a difference between waxes used for candles, and personally prefers utilizing soy wax. “I originally chose soy wax back in 1999 so that I could have a wax that did not fight or alter my fragrance blends,” said Belasco, who says paraffin wax, made from crude oil, has a petroleum odor.