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Spotlight On... Home Fragrance
A Sensory Summer From the fruity and the foodie to florals and the funky, home fragrancing products are all set to bring the scents of summer into the home. This year, holiday destinations too, are at the top of the fragrance list, along with products that can demonstrate their sustainability credentials, giving consumers - and retailers – a myriad of choice.
For many of us, the smell of freshly mown grass heralds the start of summer, with trees overflowing with blossom helping to define the transition from spring to summer. But summer is also about trips to exotic destinations with more and more home fragrance suppliers tapping into the trend. At Candlelight for example, favourite holiday locations have inspired the new Destinations range, one of the company’s latest additions to its own brand candle collection, with fragrances featuring Kashmir Pear & Fig, Moroccan Red Cinnamon,
Japanese Wild Summer Cherry, Nantucket Bay Seasalt, Savannah White Poppy and Thai Flower Market. “Our designers have captured some of the most vivid and memorable fragrances from across the globe, and have also taken inspiration from the fabrics and textures of the Middle East, New England and Africa to create the stand out packaging,” explains Candlelight’s sales director Debbie Isles. “In addition, our sophisticated Blush range of candles and reed diffusers is already proving to be one of our most popular ranges this season. Presented in peach and teal packaging, the products have a fruity pineapple fragrance, with names that include Siesta, Paradise and Tropic.”
At Stoneglow, summer fragrances have been given a tropical fiesta theme - summer lush green foliage, natural woods and modern palm patterns - with two collections that celebrate the trend: Urban Botanics and Infusion. The company’s head of design Winnie Wong explains: “Urban Botanics brings the outdoors indoors, with exotic aromas packaged in fun vibrant vessels. Infusion meanwhile, is contemporary and trend led. The fragrances boost wellbeing, with a soft crackle that promotes relaxation.” Anna Borrett, new product development manager at Ashleigh & Burwood, says that given the current uncertainty in the UK, escapism has never been more appealing. “Whether or not people have the chance to get away to sunnier climes, fragrance offers a great way to transport the mind, to take them to happier places and remind them of the good times. Tapping into this trend is our new Orange Grove fragrance in The Scented Home collection which was inspired by Tuscan orange fields.”
When it comes to ‘foodie’ fragrances, “citrus and fresh is always a tried and true trend that continues to sell well for the brand, globally,” says Village Candle’s UK country manager Suzanne Chapman. “Our newest addition, Grapefruit Turmeric Tonic, offers a bright, new, trendy, colourful option, with the living coral trend also tying into this fragrance.”
Top: Papaya and Watermelon from Stoneglow’s Urban Botanics range. Above left: Candlelight’s Destination collection. Above right: The Presence Collection is new from Village Candle. Right: A trio of new Cello fragrances from Xystos. Below: Orange Grove from Ashleigh & Burwood’s The Scented Home collection.
She adds that the big news for Village this summer is that the company has introduced The Presence Collection that offers consumers a more natural candle choice using a blend of soy and essential oils. “This has been well received at trade sell-in and is now just hitting the market,” explains Suzanne. “The collection also ties into the trend of mindfulness, relaxation and therapeutic.” (Fragrances have also been numbered to give consumers a collectable option). Progressive Gifts & Home Worldwide
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