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Spotlight On... Home Fragrancing
Homing In On
Fragrance
In a world that has been turned upside down by the Covid-19 pandemic, one product sector that has remained a constant is home fragrancing. With many people now choosing, or being asked, to work from home, lighting a candle or buying or refilling a reed diffuser has become the norm - a way to create a positive vibe. At Ashleigh & Burwood, Deborah Bettinson, PR manager (trade) says: “Retailers have told us that scented candles and reed diffusers have been a ‘go to’ product for those wanting to enhance their working space. Many are looking to fragrance with invigorating notes, such as citrus to help
provide a mental boost. Plus, our fragrance lamps are experiencing a high demand since independent test results in July confirmed that the lamps are able to reduce airborne coronavirus by 97%. Their ability to both cleanse and fragrance within the home has really captured people’s attention.” For the coming Autumn/Winter season, the company’s new product launches include nostalgic additions to the Heritage collection, as well as festive add-ons in The Scented Home range featuring decorative tin candles and 150ml reed diffusers in festive fragrances.
With working from home becoming the norm for many people, candles, reed diffusers, melt burners and lamps are receiving a welcome surge in sales thanks to people wanting to fragrance their home offices. As fruity, floral summer scents give way to spicier, festive, more nostalgic Autumn/Winter fragrances, PG&H sniffed out some of the leading suppliers to discover what will be trending over the coming months.
The company has also added three fragrance lamp gift sets its new Design Anthology collection, with the lamps decorated with contemporary print designs which are carried through to the gift packaging. At Candlelight, sales director Emma Yeardsley concurs: “with working from home the new way of life for many people, having the right environment and space to work in is very important as it can increase productivity. Since the end of March, we have seen a rise in sales of our candles and diffusers, especially our Spa collection. There are three scents - lavender and vanilla, aloe and cucumber and green tea - which give a calming, relaxing aroma.” For Autumn/Winter, two new collections from Candlelight feature animal luxe and chinoiserie. “The animal luxe’s gold and black colour palette adds a touch of glamour, with each candle and diffuser complemented by a midnight pomegranate fragrance. Meanwhile Chinoiserie features bright colours, teamed with Top: Among the new fragranced lamps from Ashleigh & Burwood. Above left: Candlelight’s glamorous new animal luxe collection. Above middle: New from Xystos in flame free home fragrancing. Right: Hollyberry Balsam, among the festive scents in Wax Lyrical’s heritage Colony range.
floral artwork and oriental scents with notes of lily and shea, giving an uplifting aroma,” says Emma. “After spending more time at home, the desire to fragrance the home is increasing, and the sales of electric melt burners and ultrasonic diffusers are on the rise,” agrees David Lewis, managing director of Xystos. “Wax melts and diffusers are currently the most popular way to fragrance the home as they are flame free and come in a variety of different styles to match different home décors,” he continues. “Wax melts and essential oils mean that people can frequently change their home fragrance without creating clutter. Our new range of ultrasonic diffusers come in a selection of modern styles with colour changing lights which help to create a calming atmosphere.” At Wax Lyrical, product development manager Rachel Holmes, explains: “Scents trigger nostalgia and our Autumn/Winter collections are always a celebration of the fragrances that are reminiscent of the festive period and are much-loved year after year.” Colony is the company’s heritage range, with this year’s three Autumn/Winter fragrances featuring Clementine Progressive Gifts & Home Worldwide
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