Double digit growth in the home scent market

With the growing home-scent market reporting double-digit growth in 2021, we ask leading brand experts how spas can maximise the retail opportunities this presents compared to 2019, according to market research company

The NPD Group. The sector became a key focus for wellness brands during the pandemic as people isolated, creating mini self-care spa rituals at home. Drilling down further, sales of candles and diffusers increased 164% and 31% respectively.

“With more and more people having worked from home and continuing to do so, there has been a significant increase in sales of home fragrance products,” explains Sarah Ronchetti, head of spa at Temple Spa. “It is one of the sales opportunities that the pandemic has created and that spas should be monetising.”

Amanda Winwood, founder of Made for Life Organics, concurs: “There has been a substantial increase in awareness of self-care as a result of the pandemic. Europe is leading the trend within the home fragrance market and discretionary spend on products that promote wellbeing is a major growth area.”

Sales engineering A few tweaks to your spa journey, some clever scent positioning and signposting in touchpoints can maximise retail opportunities during this boom, says Carolyne Beck, general manager of Elemental Herbology: “Offering home scent as part of your retail offering adds to a truly immersive spa experience,” she suggests. Daniel Golby, managing director of ESPA adds: “The opportunities to market home fragrance within the spa environment are vast. From scenting guest areas with appropriate essential oil blends through candles and diffusers, to spritzing treatments rooms and linens with atmospheric mists, fragrance completes the sensorial journey for guests.”

The key is to create positive connections, says Anna Teal, CEO of Aromatherapy Associates. “Spas should create spaces to showcase the diversity that scenting creates. For example, create a reviving aroma at reception to start the wellbeing journey, then a more relaxing scent in post-treatment lounges where a guest unwinds before heading back out to the real world.”

Taking treatments home In the treatment room, therapists can inform and educate guests about the specific aromatherapy oils used and take it one step further. “Spas can focus sales efforts on home fragrance by recommending products with the same scents used throughout treatment,” explains Golby.

“Have a candle burning at reception with some point-of-sale material next to it that invites guests to take the scent of the spa home with them,” Ronchetti adds.

In terms of new product development, Aromatherapy Associates introduced The Atomiser last year, bringing automated dosed aromatherapy to the spa and home. Temple Spa has a comprehensive luxury home fragrance collection of aromatherapy candles, diffusers and sprays to create a cocooning scentscape for any occasion.

Meanwhile, Made for Life Organics offers a new diffuser and signature candle based on a relaxing combination of ylang ylang, lavender and geranium. Elemental Herbology has added a new diffuser to its Harmony collection, and Voya has launched a Coconut and Jasmine Candle as part of its home retail range. Finally, ESPA offers an Aromatic Essential Oil Diffuser as well as candles, mists and diffusers in many of its key signature blends.

www.templespa.com | www.madeforlifeorganics.com www.elementalherbology.com | www.espaskincare.com www.aromatherapyassociates.com | www.voya.ie