Unlike potpourri or room sprays, scented candles not only bring delightful fragrances into a living space, but they also double as a source of soft, romantic light.
Five basic fragrance groups are trending in the scented-candle market this year: coconut, woody scents (amber, cedarwood), tropical fruits, flowers and tea.
Trendy fragrances this year are all about natural styles. Some brands are combining up to three of these five base scents in one - like Le Labo’s Santal 26 which is blended with amber, cocoa, vanilla, cedar, spices, musk and sandalwood for a scent that offers just the right hint of exhilaration. This scent is a great choice for a cozy space or classic homestyle, at once gentle, smokey and leathery.
For rainy days, your customers might prefer the smell of an old library or a woody scent. You can give them a peppery scent with notes of black cedar, saffron, cognac, vetiver, and patchouli - best burned in the rainy season - such as Solis Rex Classic Candle. PF Candle Co. No. 29: Piñon has a ‘Earth’ signature scent which is a mixture of amber, pepper, pine, cedarwood, and light vanilla.
For summer, the scented-candle market will pivot towards summery vibes like Mango and Coconut Milk candle (Lenny & Co). The mixture of tropical fruits brings a sweet, clean and fresh fragrance, especially Capri Blue Volcano, a beachy scent with tropical fruits, sugared oranges, lemons, limes and mountain greens. This summertime ready candle comes with a matching floral sack. You can add scent between coconut milk mango, red berry amber, wild honeysuckle, and pomegranate peony - Spring's Eden Wrapped Glass Candle.
Or even bring a hint of Brazil's Amazon rainforest to your store with Jungle Shine in Nature (Costa Brazil). This candle combines sacred Breu Resin with notes of cypress root, Brazilian vetiver, and wild jungle flora. It’s great for burning every single day.
For relaxing at the end of the day, Prosecco Rose - a trail of rose petals with the slightest hint of Champagne - is an ideal choice for the bathroom or at dinner time.
Finally, your customer may crave tea scents this year with Penhaligon’s Summer Tea Candle Collection (in Assam, Neroli & Earl Grey). This distinctive fragrance would be perfect at home for a teaholic, or anyone trying to capture the vibe of a downtown craft cocktail bar!
Scented candles can help your customers create a cozy or romantic space at home. So find a way to encourage them to take home a candle by prominently displaying them in store and during busy trading times, light one in the store to encourage impulse buys.
The scented-candle market, like many other sectors of gifts and homewares, is seasonally driven and tastes and style can change often. So make sure your range mixes basics with on-trend and seasonal options and think about ways of merchandising candles with complementary products: a tea-scented candle, for example, would make the ideal complement to a tea-set, as would a fruity scented candle with a fruit bowl and artificial fruits.
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