March/April 2019
Supporting your industry for 29 years Month: March/April 2019 Issue: 5 Volume: 30
M O D E R N
C L A S S I C S
A beautiful classic design in seven captivating fragrances, chosen for their unique identity and good fragrance throw. High fragrance. Fragrances include: Sea Salt & Oakmoss | Plum Blossom & Musk | Orris & Ylang Ylang Silver Birch & Black Pepper | Pink Peony & Gardenia | Grapefruit & Mimosa | Green Fig & Cedar.
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Contents
Cover story 12
Price’s Candles With a proud heritage in home fragrance dating
March/April 2019
back to 1830, Price’s Candles are as still on trend as ever, offering products to appeal to all
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sectors of the market. From their fashion-led Fragrance Collection to their classic Sherwood candle that’s supplied to the British Royal Household, the company has quality products to offer every customer
Special interviews 17
The art of the perfumer Ever wondered exactly how the fragrance for your scented candle is created? Christine
p 12
Hassan, perfumer at drom fragrances, shares what goes on in the laboratory
Gifts Today team
20 A visual treat Olivia Collins, visual merchandiser with home
Editor
fragrance company Ashleigh & Burwood, shares
Sally Norton sally@lemapublishing.co.uk
some tricks of the trade
Advertisement Manager Mark Horsnell markh@lemapublishing.co.uk
Fragrance talk p 16
Layout/Design Rick Vickers rickv@lemapublishing.co.uk
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Editor’s letter
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News & views
Managing Director
From the very latest statistics on the booming
Mark Naish mark@lemapublishing.co.uk
candle market to Yankee Candle’s Scent of the
Production Director
Year, from the trend for natural ingredients to
Paul Naish paul@lemapublishing.co.uk
immersive fragrance buying, we catch up with all that’s new in the world of home fragrance
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
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Retailers talk Leading retailers of home fragrance share their views on what sells well for them in store
Focus on From candles to wax melts, reed diffusers to pot pourri, we bring you a round-up of the best
Lema Publishing Ltd
PUBLISHING
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
home fragrance ranges around. Our overview starts on page 12
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Message from the Editor www.gifts-today.co.uk Instagram: @giftstodaysally
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The views of the contributors expressed in this journal are not necessarily those of the publisher. Comments, letters and criticism are welcome.
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days at Spring Fair recently was that there’s an incredible breadth of home fragrance out there, something for every size and style of shop. We bring you the latest launches from some of the very best companies in this issue. Read on to discover beautiful fragrances, stunning vessels and truly innovative products worth looking more closely at. I’m a big fan of the products – and the team – at Price’s Candles. The company has such a proud heritage, going back to 1830, and yet they’re still as on trend as ever, offering products to appeal to all sectors of the market. Read more about the company on page 12. As well as an overview of the best companies and products in the sector, I’ve also talked to some fascinating people in the process of putting this supplement together. After meeting her on the Village Candle stand at Spring Fair, I asked perfumer Christine Hassan to explain just how fragrances are created and where her inspiration comes from. She explains that ideas can come from practically everywhere – nature, art, food. She has such a lovely way of describing her art – for instance, to her, the ‘top note’ of a fragrance is ‘ the smile that greets you.’ Just lovely. You can read the piece on page 17. After visiting the stunning Ashleigh & Burwood stand at Spring Fair, I asked Olivia Collins, the company’s visual merchandiser, to share how retailers can best display home fragrance merchandise in store. She has lots of ideas to share over on page 20, everything from sourcing cheap but effective props, to
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When shoppers want a gift or product that they’ll cherish – such as a candle – they turn to retailers that can make the experience of buying it as good as the product itself
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elcome to Gift Today’s annual home fragrance supplement. Home fragrance really is such an important category for gift shops, especially independent retailers. A recent report by Vend reported that the UK candle economy is worth a whopping £1.9 billion annually, with the typical Brit buying an average of six candles a year at an average of £7.40 a pop. As Higor Torchia, Vend’s UK country manager, says: ‘When shoppers want a gift or product that they’ll cherish – such as a candle – they turn to retailers that can make the experience of buying it as good as the product itself.’ And that’s what it’s all about really – taking the p12 time to enjoy the shopping experience. Home fragrance continues to be a lovely gift, a great way to treat yourself and, I think, consumers find it more affordable and accessible than other designer treats. The truth is, while you can buy a candle or reed diffuser online, there’s really no way of knowing what it’s actually going to smell like! And with so many amazing new fragrances out there, it would be a shame not to try something new. A customer needs to go into store to experience that. If there was one thing I took away from my five
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understanding the ‘journey’ your customers take while navigating your store. And then we have lots of news, views and retail comment. There’s even a lowdown on how your star sign can guide you in choosing the perfect home fragrance. Not sure I believe it myself – but then, as a sceptical Scorpio, I wouldn’t! So that’s all from me. Pour yourself a glass of something nice, perhaps light a candle, and enjoy. Best
Gifts Today Ad March 19.pdf 1 25/02/2019 15:05:44
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UK candle economy worth £1.9bn According to a recent report by Vend, Brits buy an average of six candles a year at an average £7.40 each, resulting in a collective annual spend of £1.9 billion. Candle-buying spikes around Mother’s Day in March as well as over the festive period. The March 2019 report revealed that independent businesses have seen a significant increase in candle sales, selling 71% more in 2018 than they did in 2016, and 33% more than a year ago. The company surveyed consumers to discover what’s behind the candle craze. Over two in five respondents said they buy candles to make their house smell better, and more than one third said a candle relaxed them. A similar number said that burning a candle at home made them feel cosier. Meanwhile, over one in ten said that lighting a candle puts them in the mood for love, with 8% admitting that they and their partner light candles in the bedroom. One in ten said they like to be surrounded by candles when taking a bath and 6% of British adults light a candle while doing yoga or Pilates in the house. Higor Torchia, UK Country Manager at Vend said: ‘Our data reveals that candle sales are giving independent gift boutiques in the UK a much-needed boost. As the consumer hunger for unique products and unique in-store experiences grows, it’s smaller retailers that are best placed to cater to these trends. ‘It’s all part of the wider cherish and chore trend in retail. For everyday, bog-standard items, people are happy to shop online or in big chain stores. However, when shoppers want a gift or product that they’ll cherish – such as a candle – they turn to retailers that can make the experience of buying it as good as the product itself. As a business that works with thousands of independent retailers in the UK, we know that the independent sector is at the forefront of the cherish retail revolution.’
Scent of the Year Ever wondered what 2019 smells like? Well, according to the scent experts at Yankee, it’s Miracle Flower! This is the first year the company has expanded its annual trend prediction to identify one resonating theme and a single fragrance that defines the year ahead. This year’s inaugural theme has been translated into the fragrance name: One Together. Recreating the fragrance of the Miracle Flower, a scent never before used at Yankee Candle, this luscious floral wrapped with soft woods, suede, and amber is combined with mandarin, nectarine, and sandalwood. The resulting fragrance is beautifully nuanced, harmonious, and all together intoxicating. ‘Each year, Yankee Candle takes great care to curate fragrances that our consumers will love. This year, we took this curation process to the next level,’ says Anna Whitton, vice president of brand marketing, Yankee Candle Company. ‘We identified an overarching theme and built a candle to perfectly portray it. The resulting fragrance is beautiful, compelling, and embodies the desire we have as individuals to connect with the world around us while still being accepted for who we are. ‘Our goal is to create scents that transform a home into a place where you can relax, be yourself and provide a warm welcome for your loved ones. In collaboration with trend, fashion and fragrance experts, we developed a singular scent to inspire you throughout the coming year.’ yankeecandle.co.uk
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Retailers say… ‘Candles and Bath & Beauty products have always featured in Nest & Nestlings but presently we only stock Wild Olive’s Candles. They were the first candle range we took some five or six years ago and are still a firm favourite with our customers. They always surprise us with different ideas which keeps it fresh and the quality and price is a winner for us. Also Scottish Fine Soaps for their hand creams, good value gift sets and their men’s grooming range is always popular.’
Gillian Fisher, Nest & Nestlings, Garstang, Lancashire ‘I only sell soy candles because it burns for such a long time, burns evenly, doesn’t mark your walls and produces, I feel, a better scent throw. My customers love buying candles as a gift. However, my savvy customers buy wax melts for their own home as it’s much cheaper especially if you burn a lot of candles! Their favourite fragrances are fresh linen, unisex and fairydust!’
Karen Greig, Destined for Home, Edinburgh
It’s only natural! The trend for natural scents and natural ingredients is still on the rise, with natural aroma ingredients and natural flavours firmly on the agenda for the coming 12 months, according to Mordor Intelligence. Although this continues the trend of recent years, consumer awareness is becoming much more significant as big brands start to disclose the fragrance ingredients they use across entire product ranges. This was backed up by key messages shared at the Fragrance Foundation’s ‘Hot Off The Press’ breakfast briefing in February. Industry guests discovered that the trend for 2019 is natural products that are eco-friendly, with 36% of customers saying there are not enough ‘natural’ fragrances.
‘We’ve just started working with Stoneglow in November and so far had three orders. Their fragrances are truly beautiful and our shop smells divine. The best sellers so far are: Silver Birch & Black Pepper reed diffusers and candles, Sweet Balsam & Cade reed diffusers, Juniper Berry & Cedar diffuser and candle.’
Becky, With Love Card & Gift Shop, Leeds ‘At the moment we don’t have a lot of home fragrance as we are looking for new lines, but we do stock By Heather May tea lights and have done for a long while. Heather is based in Ripley, Derbyshire, and creates the fragrances herself. The students love them and the price point is great for younger ones gifting to friends, mums, grandmas and so on. Three of the most popular are Prosecco, Chocolate Cup, Gin & Tonic.’
Karen Mace, Behind The Red Door, Nottingham
Immerse yourself in fragrance with Jo Malone London How do you choose a fragrance – either personal or home fragrance? Perhaps you spend hours sniffing different brands? Or perhaps you take the advice of a friend or family member? Or maybe you just check out recommendations online? Well, perfumer Jo Malone is taking things further by creating a new fragrance exhibition for the launch of her limited edition Blossom Collection. Taking place at Victoria House in London, 29-30 March, the idea of the free exhibition is to allow customers to immerse themselves in the fragrance via videos, scent booths and photographic displays. If it’s a success, it could be future of fragrance marketing! gifts today 9
News
KFC rides the gravy train
The ‘Love Island effect’ has accelerated the growth of the men’s toiletries and gifting market, meaning it could get easierr buying a treat for the man in your life. The men’s toiletries and gifting market saw strong growth in 2018 with the latest data from Kantar UK showing a 1.4% rise in toiletries sales to male consumers compared with the previous year. Keir Hayter of The Great British Exchange commented: ‘Like men’s grooming, men’s gifting, tailoring and accessories represent a high growth market with huge potential for retailers. The expansion of the men’s skincare market has made retailers sit up and take notice of the fact that the male consumer is definitely worth targeting.’
pexels.com
Fancy a KFC? Well, in January of this year you didn’t have to head to one of the company’s fried chicken shops to enjoy the heady aroma of one of their takeaways – you could just light one of their limited edition gravy-scented candles! The scent was described as ‘staggeringly nose stimulating.’
Gifts sets forr men
Scent is in the stars According to the experts at online marketplace OnBuy.com, you shouldn’t choose a candle’s fragrance based on your home, your lifestyle or your mood – you should base it on your star sign! They claim that your zodiac sign can reveal a lot about the things you like and dislike. And choosing a candle is no different. Well, it might be worth a go. Here’s the lowdown…
Aries - lavender
Cancer – coconut
A relaxing scent to calm Aries’ natural energy.
A nurturing scent for caring Cancer.
Libra – strawberry
The scent of coffee keeps loyal Capricorn on track.
Said to be sweet and loveable like this star sign.
Capricorn – coffee Leo – lemon
Taurus – clean cotton
Big and bold like lovely Leo.
Fresh and clean for neat and tidy Taurus.
Aquarius – vanilla
Scorpio – fig
Smooth and deep, like clever Aquarius.
An exotic choice for original, unique Scorpio.
Virgo – spring flowers
Gemini – jasmine
Pisces – seaside
An original and adventurous choice for Gemini.
A scent of the sea for Pisces.
Sagittarius - raspberry Something different for adventurous Sagittarius.
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A lovely choice for lively Virgos.
Coffee, frying onions, whiskey…and scented candles! These were all ways in which people celebrated National Fragrance Day on 21 March this year. It seems that the scents we love in our homes aren’t always about candles, wax melts and reed diffusers!
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Cover story - Price’s Candles
Today in history Why choose Price’s Candles?
• Price’s Candles are the only company in the market that offers the unique Odourfoyl technology that neutralises unwanted odours rather than masking them, in the popular Fresh Air range. • They provide an extensive range of products to suit all lifestyles, ages and budgets. Price’s Candles pride themselves on offering a high quality wax product that produces a clean burn and continuous fragrance. • Sales agents are on hand, to assist the retailer through the process of selecting the right product range and price point to suit their customers’ needs and requirements • There’s no minimum order when buying with Price’s Candles. 12 gifts today
With a proud heritage in home fragrance dating back to 1830, Price’s Candles are still as on trend as ever, offering products to appeal to all sectors of the market. From their fashion-led Fragrance Collection to their classic Sherwood candle that’s supplied to the British Royal Household, the company has quality products to offer every customer.
W
hile Price’s Candles are known to many as a heritage brand, with an incredible history dating back to 1830, they are now known to a whole new generation as a company that offers everything from fresh, contemporary fragrances to an odour-busting Fresh Air range. Whoever your customer is, the company has something sensational to offer.
History in the making ‘What’s so exciting about Price’s Candles is that we don’t just look back but also look forward,’ says PR and Marketing Manager Yvonne Hambridge. ‘Our new scents from the Fragrance Collection went down incredibly well at the recent Spring Fair, bringing the heritage Price’s Candles’ name to a whole new generation of home fragrance lovers.’ Price’s Candles has a proud heritage. They’ve been producing long-lasting candles since the company was founded in 1830. Whilst the world of candles has changed immensely since then, Price’s Candles’ promise to produce high quality, exquisitely scented candles remains just the same as it once did. • By 1900, Price’s Candles was the largest candle manufacturer in the world, producing 130 differently named and sized candle. • Today the company still boasts a vast product
range, with something to suit everyone, whilst retaining the ethos of value and quality they’re renowned for. • Customers can meet all their candle needs from one company with 12 different collections of scented candle jars; scented and unscented tealights and nightlights; fragrant reed diffusers; elegant dining, church and altar candles; the ever-popular citronella garden range and the bestselling Fresh Air odour eliminating collection.
SHINE A LIGHT From classic dinner candles to on-trend reed diffusers, Price’s Candles have a comprehensive range on offer. Take a closer look…
The Fragrance Collection This fashionable range is the newest addition to Price’s Candles. Launched in 2018 to appeal to a younger generation of candle lovers, the Fragrance Collection boasts an array of contemporary scents and designs, made with the highest quality waxes and fragranced throughout. The popular offering comprises a vast 30 fragrances across the fragrance families of woody, spicy, floral, fresh, fruity and sweet. There are also 100ml reed diffusers on offer alongside the candles.
Did you know?
Price’s Candles were Dining awarded the Royal Warrant as ca and ndlemakers to Her Majesty the Queen ba Price’s Candles’ Church h ck in 1850, after Fresh Air range developing the Sher Candles les wood candle for the contains their w ed The collection ction di ng of Q ue en Victoria and Prince unique Odourfoyl is headed by Albert in 1840. The Ro technology, which yal Warrant is still the Sherwood ood works by changing retained today, near candle, which hich ly 17 0 years later, the formation of which is testament to has been malodour molecules the company’s supplied to continued commitm in the atmosphere, ent to the British Royall effectively eliminating the quality, service and Household since the he bad odours by neutralising 1840s. The dining and d ex ce lle nce. them, rather than masking them. Fresh Air Range
With a product to suit every odour problem, this range will leave the home smelling clean and fresh! Their retro packaging makes them ideal for both gifting and self-purchase. Alongside the Fresh Air range, is the Limited Edition Collection. Not only deliciously fragrant, but immensely practical too. All products contain the unique Odourfoyl technology to neutralise unwanted odours, whilst filling homes with their aromatic scent.
church range also includess Venetian, Dinner, Pillar and Beeswax wax Church candles in a variety of burn times.
Tealights and Nightlights A staple for Price’s Candles, the humble tealight and nightlight have been in production since 1850. With burn times of between four and ten hours, this range represents excellent value for money.
Get in touch
Call: 01234 264500 Email: sales@prices-candles.co.uk Visit: prices-candles.co.uk
Signature Collection Their timeless Signature Range consists of 14 fragrances across reed diffusers and two sizes of jar candles. Extensive market research drove the scents that were developed in order to capture future trends. They are created using the finest quality waxes and fragrances and offers something to suit everyone. Customers can choose from light modern florals and citrus fruits, through to winter woods and spices. Jars are presented with a branded silver lid and in an elegant glass; the reeds in a beautifully designed box, making these products ideal as a thoughtful gift or simply for self-purchase to fragrance a home.
Heritage Range This range brings a taste of the historic heritage of the past into the present, offering scented candles and reed diffusers in traditional packaging. Fragrances range from the floral, herbaceous scent of Garden Lavender to the exotic blend of exquisite Egyptian Cotton with delicate lotus flowers and sweet jasmine. gifts today 13
Home fragrance
Just a drop Vanilla Blanc
Sicilian Lemon Water Closet Droplets are a unique and innovative product designed to transform the scent in the bathroom and lavatory to a fresh, crisp and citrus smell. Handmade using a pure blend of lime, lemon and geranium oil. Just a few droplets in the water closet (Flush Toilet) are sufficient to scent the entire bathroom. Add few more drops in the washbasin to amplify the aroma.
Call: 0333 772 0673 Email: info@vanillablanc.co.uk Visit: vanillablanc.co.uk
5 minutes withâ&#x20AC;Ś Ashleigh & Burwood Anna Borrett, product development manager
Key focus in home fragrance this year? Supersized home fragrance, and championing the repurposing of our vessels after the candle is burned or diffuser used up. Scent trend for 2019? Citrus is a really key note for 2019, and for our introductions this year weâ&#x20AC;&#x2122;ve blended lovely citrus notes with other complementary scents to provide an unexpected twist. Typical consumer? Women have been seen as the main buyers of home fragrance in the past, but the male market is a growing one. For us we donâ&#x20AC;&#x2122;t tend to market fragrances as male or female, but there are certainly particular fragrances that have a broader unisex appeal, such as Moroccan Spice. Importance of vessels? Our customers have confidence in the quality of our fragrances that allow the scent to be a secondary consideration when choosing what to stock. With Wild Things it really is the design that first and foremost drives the choice.
Sweet smell Lesser & Pavey
Lesser and Pavey are delighted to launch new additions to their attractive diffuser and quality fragrance candle ranges. With bright, colourful tropical designer gift boxes, packaging and labels, these four tropical fragrances encompass Tropical Citrus and Sage, Wild Fig and Cassis Noir, Tangerine and Vanilla, and Lotus Blossom. These new fragrances are available as small glass jar candle, medium glass jar candle, tin candles, diffusers and diffuser and votive candle gift sets. In addition to this is a new range of diffusers that come as oval glass jars with quality canes, a superior fragrance and floral decoration inside. These not only smell good, last a long time, they are also presented in quality packaging and are at affordable price points.
Call: 01322 279225 Email: sales@leonardo.co.uk Visit: leonardo.co.uk 14 gifts today
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Home fragrance
Bubbling up Heaven Scent
Heaven Scent have always thought about their packaging options and have where possible use recycled materials. Choosing gift boxes that are easily biodegradable and are made of FSC recycled board, Heaven Scent wanted to persuade customers to have very minimal gift packaging to prevent excess wastage, that only ends up in a landfill site. They use recycled glass for their candles and of course natural plant wax that is kind to the environment, cruelty free and suitable for vegans. Last year they took soap production in house and are working on creating a hard shampoo bar. ‘We would like to be plastic free and do try and keep the use of plastic in our business to a minimum, by creating a shampoo bar this will help consumers have a plastic-free option available to them,’ says Sarah Pettitt of Heaven Scent. ‘We do use plastic bottles for our body products, but it is recyclable material which means it can be recycled in a council run recycled scheme. We are having a conversation with our packaging companies about introducing plastic alternatives for our products in the future.’
Head to the country Country Candle
New for 2019, the design team have developed some new products and updated some favourites. Their successful Pastels Collection, hand-decorated with delicate British grown petals, is expanding to include medium glass candles and small glass votives, offering something for all price points. Two new fragrances join the luxury Wonderwick Collection, which features crackling wooden wick candles and fibre technology diffusers. The ever-popular Superstars and polka Dots collections have been updated with new fragrances and colours, keeping them up to date with the latest home and gift trends.
Call: 01249 478660 Email: sales@thecountrycandlecompany.com Visit: the countrycandlecompany.com
Call: 01225 868788 Email: Contact@heavenscent.co.uk Visit: heavenscent.co.uk
5
minutes with… Price’s Candles
Lisa Fuller, UK sales manager
Scent of the year? We expect to see an abundance of varying floral scents again this year. Typical customer? Home fragrance is incredibly personal and as smell is subjective, it’s hard to pick a ‘typical’ consumer. That’s why we created the Fragrance Collection with 30 different scents, to ensure we cater to all tastes. To address the rise of unisex fragrance, we developed Argan and Sandalwood. Your personal favourite? Lime and Basil from our Fragrance Collection. Its fruity, zesty notes give a clean, fresh aroma and I love the vibrant green shade to add a splash of colour to my home.
What a Liberty Candle Warmers Etc
Candle Warmers create extra sales no matter what brands of candles you sell, as their ranges appeal to all tastes and ages. The pluggable wax melts and the Airome pluggable oil diffusers, launched in 2019, have had unbelievable sales. Allowing customers to put a programme of orders for the coming year has been received very well as it ensures they should never be out of stock In 2019 Candle Warmers have also introduced pluggable Himalayan Salt that, again, has created extra sales to the retailers. Candle Warmers Etc will from April 2019 offer a drop shipment service to all its customers
Email: sales@libertycandles.co.uk Visit: libertycandles.co.uk 16 gifts today
Perfumer
The art of the perfumer Ever wondered exactly how the fragrance for your scented candle is created? Editor Sally Norton asked Christine Hassan, perfumer at drom fragrances, to share what goes on in the laboratory Christine, what’s your career journey? There is no set path to becoming a perfumer. I studied Biochemistry and Studio Arts in University. I loved both sciences and arts, and couldn’t choose which one to pursue. Perfumery combines both. I began working with IFF (International Flavours & Fragrances) in the marketing department, before getting my Masters in Science in Versailles at the renowned ISIPCA school which focuses on fragrance, flavours and cosmetics. In 2012, I joined drom in the fragrance development team and soon after, trained at their in-house perfumery school to become a perfumer.
How do you build the new fragrance for a scented candle? Every new fragrance begins with an inspiration. Your inspiration can come from practically anywhere – nature, art, food etc. Once you have your guiding idea, you can begin to construct the fragrance. A very common way of breaking down this construction is by separating it into top, mid and bottom notes. The top notes are the first impression you smell of the fragrance. The smile that greets you. They evaporate very quickly and soon make way for the heart of the fragrance, also called mid notes. The mid notes give your fragrance body and texture and develop after a few minutes. The bottom notes bring diffusivity and long lastingness to the fragrance. They can last up to a few days.
Why is fragrance so closely linked to emotion and memories? The part of the brain that receives/processes the olfactive information (olfactive bulb) is very closely connected to the limbic system, the ‘primal’ part of the brain. The limbic system is responsible for memories and emotions. This explains why when you smell something familiar, you are taken back to a time or place. The ‘emotional’ brain receives the information before the ‘logical’ brain does. It is a conditioned response in which a certain smell is linked with an experience.
How important is fragrance compared with, say, the vessel or colour of a candle? Research shows that fragrance is the most important factor when purchasing a scented candle. Many consumers are buying candles to set the mood for their home and to help them relax and unwind. When you are bringing a candle to fragrance your space, you have a feeling, a mood in
mind that you wish to set and the fragrance, as well as the design can achieve this. That being said, the entire candle design process has to work hand in hand to accomplish the desired emotion. The most successful products are those where the name, the fragrance and design have a great synergy and deliver on the concept together.
What, do you think, is on trend in home fragrance at the moment? We are seeing a lot of transparent florals and flower bouquets, as well as dewy and watery floral notes. This is also driven by the tropical interior trend featuring a lot of palm leaf prints and exotic patterns, which is driving fragrances inspired by the rainforest. Botanicals are also something to watch out for.
What trends do you see emerging further into 2019? The sea is a huge trend going forward as seen in fashion, beauty, interior design and the on-going debate about ocean plastic. Another big influence is the rising interest in global cultures and flavours, driven by the growing desire to travel and explore the world. So, we will see a lot of exotic combinations and spicy notes from around the globe.
How should retailers choose their home fragrance offering? I personally believe it depends on the retailer. If they have a very specific point of view, the candle offering is a fantastic opportunity to convey this. Many consumers are overwhelmed by the amount of choice they have nowadays, so a curated assortment can help. The one-fits-all approach is moving towards a more personalised approach.
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Home fragrance
Fabulous fragrance
Ashleigh & Burwood Ashleigh & Burwood launch their Fragrance Lamp Bonanza, offering attractive savings and promotions across the collection. As well as making a beautiful addition to the home, they are an incredibly powerful homefragrancing method. Not only that, the catalytic process the lamp uses has been scientifically tested to remove up to 99% of bacteria, dust mites, mould spores, cooking and pet odours. The Fragrance Lamp Bonanza is in two parts. Firstly, for the promotional period, they’re offering the chance to buy every one of their Fragrance Lamps and Gift Sets from their core collections at a reduced price, enabling retailers to offer attractive savings to their customers on buying into the world of Fragrance Lamps. The second part is an in-store exclusive. Ashleigh & Burwood now are offering a free 180ml Lamp Fragrance with every Fragrance Lamp and Gift Set purchased. The two parts of the Lamp Bonanza combined enables amazing retail prices from just £23.99 for a lamp with free bottle of fragrance.
Visit: ashleigh-burwood-trade.co.uk
So stylish
D & J Glassware D & J Glassware’s home fragrance collections have been growing steadily since their launch in 2014. The diffuser gift sets combine unique mouth blown glass globes with high quality British fragrance oils to offer a stylish home fragrance solution. Re-fill oils mean that these attractive works of art can be enjoyed for many years. Launched at Spring Fair, the new Simply Chic Collection adds a further five glass globes and fragrances to the existing 12. The subtle hues of the new designs mean that those favouring a more minimalist decor can also enjoy these great products in their homes. To complement the diffusers, wax melt burners combine handmade glass with the company’s own design metal burner for wax melts. A select range of British made natural wax melts is available. In addition D & J Glassware offers pot pourri, handmade in Britain, attractively packaged and tied with satin ribbon. Room sprays complete the offering, allowing for a quick spritz to freshen up the room. The emphasis again is on stylish packaging for maximum shelf appeal.
Call: 01953 450 280 Email: dandj.glassware@btinternet.com Visit: dandjglassware.co.uk 18 gifts today
Home Solutions Heyland & Whittle
We all know that the unexpected happens daily. Toast burns, dogs roll in something smelly, drains block - and always at the most inconvenient of moments, like when you are expecting guests, when you are tight on time or when you just have to be somewhere else – fast! With clever foresight, Heyland & Whittle have added three new fragrances to their Home Solutions Range to help you manage these everyday aroma challenges in the home and to help eliminate unwanted smells. Welcome Home Cedarwood & Vetivert Fragrance Warm and welcoming, like a gentle embrace The Open Window Rose & Lotus Violet Fragrance A soft blend of Rosescented Geraniums and fresh, cool Lotus Violets perfect for bathrooms and cloakrooms For Pet Lovers Reed Diffuser Bergamot & Fern Fragrance Bergamot and Fern to put pet smells in their place - freshen up! Beautifully packaged, these diffusers, room sprays, scented sachets and candles look stylish in every situation whatever the calamity, and are all super effective and can be relied on in every aroma challenge. The stylish Rattan Reed Room Diffuser is the effortless way to keep the home fresh and fragrant around the clock. Pop out the stopper and place the rattan reeds into the fragrance bottle. As the liquid is drawn up through the reeds, the fragrance will be released. Candles in a Tin – these clean burning, soy wax blended candles are an environmentally friendly, traditional and atmospheric way to fill the room with your chosen fragrance, and rid your room of unwanted odours. Room Sprays - generously spritz for immediate effect. The spray will freshen up the air and room furnishings and lasts for hours. Scented Room Sachets – hang up to fragrance your home. Place in your wardrobe or drawers, or pop in the car or pop in your suitcase for fragrant freshness whilst you travel
Visit: heylandandwhittle.co.uk
Did you know?
Our sense of smell is directly connected to the brain’s limbic system where our sense of memory and emotions are stored. Fragrances can alter our mood and can trigger allure and attraction. Source: IFRA
Classy club Sandy Bay
With the market leaning heavily towards masculine and unisex fragrances Sandy Bay’s Gentlemen’s Club Collection fits the bill perfectly. This stunning range of home fragrance products features Sandy Bay’s stylish branding on the exterior of the glass, and packaging. The range is available in seven sophisticated fine fragrance blends. Each fragrance has a catchy name such as The Charmer, Oudh Enigma and The Boss, as well as three fabulous new fragrances: • Hemmingway: Inspired by Earnest Hemmingway and Havana, with warm smoky tobacco and sensual leathers infused with exotic spices and a gentle rum accord. • Espionage: A dark sultry fragrance of sensual Russian leathers and dark woods, with a heart of herbal and citrus notes. • Dolce Vita: A homage to the picturesque Amalfi Coast featured in the cult 1960s film. A citrusy woody fragrance of bergamot, lemon, mandarin and orange, with a floral heart of jasmine, rose and sage, and a base of patchouli, vetiver amber and musk. Sandy Bay are also offering two beautiful new fragrances in their Home Collection, Sel de Mer, a clean fresh ozonic fragrance with Sea Salt and Linden Flower a beautiful opulent floral.
Call: 01992 579949 Email: enquiries@sandybaylondon.com Visit: sandybaylondon.com
To the Manor born Manor House
Manor House had a superb week at Spring Fair, meeting many existing clients combined with an outstanding amount of potential new clients. Orders taken at the show were on par with previous years, but it’s the potential new business that has far exceeded all expectations. Retailers seem to be optimistic about the year ahead - overseas enquiries were also steady - but it is the UK business that has astounded the company. An added point that many existing and potential retailers commented on was the fact that all Manor House’s products are produced by hand in Suffolk, England, to a very high quality. Manor House work with many leading retailers to produce private label collections incorporating clients’ thoughts and ideas, fragrances and branding to offer bespoke and unique one-off collections.
Call: 01359 250720 Visit: manorhousehomefragrance.co.uk gifts today 19
Visual merchandising
A visual treat
Olivia Collins, visual merchandiser with home fragrance company Ashleigh & Burwood, shares some tricks of the trade Where should a retailer start when putting together a home fragrance display? First think about location. A customer’s route into a store should engage with all their senses and take them on a journey. For example, placing fragrance next to a walkway will prompt the customer to stop and smell. Secondly, who is your customer and what scents would appeal to them? Change fragrances to correlate with the seasons and use props to detail this. Lastly, lighting can change the whole ambience of your shop, so make sure spotlights are focused on all the products to make your merchandise stand out. Make sure that whenever displays are moved the lighting is adjusted too!
fresh or artificial plants, using a delicate ornate garden chair or table to create the height and add in pastel ceramic pots as accessories. Be creative with signage and use this to add to the theme. Cross merchandising attracts the customer to other products that they may not have planned to purchase e and presents the imagery as a whole range.
How do you keep the display fresh? Housekeeping is paramount, so keep products dustfree and tidy. Walk the shop floor as a customer to understand their journey. Change displays often to generate interest - this will also provide you with the understanding of how effective your merchandising is when analysing sales figures.
Are there any basic merchandising tips to bear in mind?
Should you encourage people to test products or just stand back and admire?
Add height with props that emphasise products and deliver a lifestyle theme. Merchandise stock using the proven method of the rule of three - group three of the same products together to attract the customers to the products. Also use this method with three different heights of products to create a pyramid shape. This will make the display interesting as it creates a three dimensional form for your products. Another important point is to keep the theme choice consistent to allow customers to understand the products.
With Ashleigh and Burwood products it’s essential that all products have a tester in front of them. Having a full size tester on show allows the customer to envisage what the vessel will look like at home.
What if you haven’t got much money to spend on props? Props can be purchased cheaply and easily; try charity shops and free recycling websites. Look for quirky furniture and accessories that can be repainted or re-covered, allowing you to change the look seasonally without the need for a huge budget.
How can you best make a statement in a small space? The theories are very similar to larger spaces. Keep it in themes, whether it’s seasonal or product based. An example of this could be a spring display; merchandise The Scented Home diffusers with 20 gifts today
What about pricing information? If a customer can’t see a price they will lose interest, and that sale is lost. Always price on the reverse of the product but avoid covering any vital information or the barcode. If using POS material, make sure the holder is clean and dustfree and is placed facing straight in front of the products.
And social media? Let your customers or followers know when new stock has arrived and post these pictures once your merchandising is completed. ‘Like and share posts’ rewarded with a free giveaway will also increase your social media presence and entice customers. In store you could have eye-catching areas or displays for customers to take pictures and share on social media using your hashtag.
Awaken the senses this spring with a choice of over 30 unique fragrances in beautifully scented tin candles. NATURE | INSPIRED | GIFTS
Hand poured in Cornwall and produced sustainably on our farm.
The art of beautiful candles
01841 540850 | info@stevalcandlecompany.co.uk
www.st-eval.com
Home fragrance
5
minutes with… Lesser & Pavey Jonny Greves, buyer
Scent trend for 2019? Everyone loves linen; fresh and welcoming. Typical customer? Most people have pride in their home and a desire for home décor to complement and enhance it. Importance of vessels? The container has to be appealing, in keeping with setting and attractive, but the fragrance must be a quality one.
Scent for the seasons Price’s Candles
Royal Warrant Holder Price’s Candles are offering a scent for all seasons with their ever- popular Fragrance Collection. The company recently launched six brand new scents to take the collection to an impressive 30 aromas offered across all the fragrance families of fruity to floral, spicy to sweet and fresh to woody. There’s a fragrance available for every consumer, no matter what their taste. The bold, brightly coloured wax is presented in timeless glass jars, creating a vibrant, impactful home fragrance display. With six different SKUs offered across all 30 scents, and RRPs ranging from £3.50 to £18, the range is ideal for any retailer, as the variety of choice, along with Price’s Candles no minimum order policy, allows the retailer to shape their offering according to their individual business needs. The company’s Fresh Air range continues to be a bestseller, containing their unique Odourfoyl technology to effectively eliminate bad odours rather than merely masking them. With a product to solve every odour issue, this range will leave the home smelling clean and fresh. • The Chef range neturalises any type of cooking smell in the air, utilising the Odourfoyl technology alongside extracts of basil, patchouli and geranium. • The Household range effectively eliminates pet odours, featuring extracts of orange, lemon and thyme. • General household odours can be neutralised with Open Window, which leaves a clean, fresh fragrance with extracts of lily, violet and orange flower. • The Anti-Tobacco range eliminates smoking odours with extracts of orange and clove alongside the unique Odourfoyl technology. Six Limited Edition Fresh Air Fragrances are also available; including Grapefruit and Peppermint, containing extracts of neroli and lemon and Lavender and Lemongrass, with extracts of fig and bergamot, both of which are ideal for the warmer summer months.
Call: 01234 264500 Email: sales@prices-candles.co.uk Visit: prices-candles.co.uk
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Home to Harrogate
The Harrogate Candle Company The collection comprises the full range of luxury, mood-enhancing products to exquisitely fragrance your world. Products are all handmade, finished, packaged and distributed from dedicated production facilities in Harrogate. Their perfumes are unique and are made using blends of beautiful essential oils, individually designed to stimulate emotions and positively enhance your mood and your home. Their ‘affordable luxury’ status means they are developing huge brand and fragrance-loyalty amongst our national and international customer base. The fragrances, performance and beautiful presentation are the defining factors of the brand. The retail price point is competitive generating high levels of repeat custom. Their attention to detail is paramount and they pride themselves on their high level of customer care. They work in partnership with retailers to ensure they meet your timescales, the point of sale material supports your needs and your customers remain delighted with the quality of their products. Their own branded services, DOME Private Label, offers a full range of bespoke, own label products. From dedicated warehouse facilities in Harrogate, they provide the full design and manufacturing service to create your own branded products and a bespoke fragrance development service if required. Whether you are a small independent retailer or large-scale corporate supplier, they can tailor a range to suit you.
Call: 07414 960097 Email: sales@theharrogatecandlecompany.com Visit: theharrogatecandlecompany.com
Rhubarb! The scent D&J Glassware believe will be strong in 2019!
Water closet droplets The new way of scenting your bathroom!
For all Trade enquires E: info@vanillablanc.co.uk T: 0333 772 0673
www.vanillablanc.co.uk
Home fragrance
So eco
St Eval Candle Company
Scented sachets Heart of the Country
What is a Scented Sachet? Envelope: Decorated envelope made using recycled paper Natural: Sachet contains naturally occurring mineral vermiculite Fragrance: Vermiculite soaked in fragranced oils Four months: Sachet will release fragrance for up to four months Bestselling: The bestselling, performing and original scented sachet Why buy Scented Sachets? Effective: One sachet will fragrance a room for four months Earth friendly: 100% biodegradable and made using recycled paper Safe: No flame, no heat, no liquid, just fragrance Economical: A large sachet retails at just £3.95 Bestselling: The bestselling, performing, original scented sachet Why sell Scented Sachets? Profitable: Trade cost of £1.66 and mark up of 100% plus VAT Certainty: Sale or Return offers available Displays: Table tops, floor standers, attractive POS all free Volume: Small product size gives high sales per square foot Shelf life: Sachets are individually cello-wrapped for long shelf life
Call: 01543 481612 Visit: HeartoftheCountryLtd.co.uk
Nestled on an eco-farm in North Cornwall, St Eval Candle Company use traditional methods to craft high quality candles by hand, perfecting the art and science for over 25 years. Their unique pots, wax blends and fragrances are all inspired by nature and the beautiful Cornish countryside. They apply a combination of traditional artisan methods including drawing, pouring and moulding, so that each candle is made with a personal touch. This ensures a finished product that is superior quality in style, fragrance and burn. They use only the finest ingredients and materials from renewable sources and are proudly able to produce their own sustainable energy via wind, solar and biomass; helping to reduce their carbon footprint and impact on the environment. In 2011, they erected the UK’s quietest wind turbine which, alongside solar panels and bio mass boiler, enables them to produce enough energy to power the entire workshop. From humble beginnings, creating traditional church candles by hand, their collection has expanded to include a wide variety of shapes, sizes, fragrances and pot styles. As well as candles, their home fragrance products include Room Sprays, Reed Diffusers and Refills. Their nature inspired scents are also in luxurious Hand Soaps and Lotions, paraben free and not tested on animals. St. Eval are home to over 30 different fragrances all inspired by nature and the beauty of Cornwall. Explore their fragrance categories on their website to discover the delightful aromas within each section. Delight the senses with the fresh and crisp aromas of their beloved Atlantic Coast, the fruity, earthy tones of a Wild Woodland, the aromatic herbal fragrances of a delicate Herb Garden, homely and heart-warming fragrances of a quintessentially English Cottage, and the Classic St Eval fragrances, with their mixture of relaxing and uplifting scents which have been with them from the very beginning. With their wide selection of fragrances, there really is something for everyone.
Call: 01841 540 840 Email: info@stevalcandlecompany.co.uk Visit: st-eval.com
So stylish Stoneglow
Urban Botanic is a new range that aims to bring the outdoors to the indoors. The exotic aromas packaged in fun vibrant vessels will transport you to a relaxing urban oasis. The stunning collection of ceramic diffusers and candles are available in four punchy scents and tropical colourways. These are sure to make a wow statement. This stunning range has been shortlisted for Gift of the Year 2019 along with Infusion! Stoneglow are so proud to have two collections shortlisted. They have given their iconic Modern Classics range a facelift. Simplicity is key for this timeless collection, with classic designs and modern aromas, selected for their captivating fragrances. Their beautiful Modern Classic collection comes in seven decadent high fragrances of candles and diffusers. Another big change is Stoneglow’s Nature’s Gift collection that has also had a revamp, with new bottles and packaging featuring the tree of life. Additionally, they have added in new fragrances to key ranges, hanging perfume cards to their loved Luna range, and many more new lines.
Call: 020 8595 8878 Email: sales@stoneglowcandles.co.uk Visit: stoneglowcandles.co.uk 24 gifts today
Exciting collections with British made fragrances: Diffusers, Wax Melt Burners, Pot Pourri, Room Sprays.
New ‘Simply Chic’ Diffuser collection for 2019
www.dandjglassware.co.uk Tel: 01953 450280
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Home fragrance
Magic melt Melt
Melt launch brand new Hand, Body & Home range. When Melt started to investigate the possibility of taking some of their stunning candle fragrances across into Hand, Body & Home products, it wasn’t the fragrances that gave them a challenge… it was creating the very best base formulations to marry them with. But now the hard work is complete - and they are delighted to introduce this naturally-derived and vegan range with no parabens, no SLS, no silicone and no animal ingredients. The packaging is also fully recyclable. Available in Hand Wash, Hair and Body Wash, Hand Cream, Body Cream and Aromatic Sprays in three of their most iconic candle fragrances, with more to follow. All lovingly crafted in England.
Call: 01200 443377 Email: info@themeltco.com Visit: themeltco.com
Bring the outside in Heathcote & Ivory
Established in 2000, Heathcote & Ivory is a popular lifestyle brand that embraces the world of interior design and the great British outdoors. Its collections are a confident mix of bright colours and floral patterns in vintage and modern styles. Heathcote & Ivory is renowned for its home fragrance solutions such as fragranced drawer liners and scented sachets. Available in the majority of its collections and fragrances, offering design styles to suit everyone, from Heritage brands such as Morris & Co to own brands Vintage & Co and floral ranges; Neroli & Lime Leaves, Sweet Pea & Honeysuckle and Lavender Fields. Drawer Liners are ideal when used in confined spaces where ventilation conditions can turn musty as they can eliminate odours and serve the additional purpose of lining and decorating the enclosed space. Heathcote & Ivory collections are vegan friendly and use only the finest ingredients.
Call: 020 7483 8383 Email: info@heathcote-ivory.com Visit: heathcote-ivory.com
Scent with love Wax Lyrical
A new range of Fired Earth candles and reed diffusers have been developed to join their already best-selling collection, this time inspired by the beautiful tile designs of Fired Earth. They’ve kept the luxury tea-inspired fragrances that are known and loved, so all your favourites can still be found within this sophisticated and classic collection. Following the trend of super foods Wax Lyrical have created Fruit Scents, a collection of bright and fruity candles and reed diffusers. This range is available as candle, candle tin, reed diffuser and refill in four fruity fragrances - Apple & Raspberry, Blueberry & Blackcurrant, Cranberry & Pomegranate, Kiwi & Passionfruit.
Call: 01229 461 166 Email: info@waxlyricaltrade.com Visit: waxlyricaltrade.com
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Scented SCENTED SACHET Sachet Is there a better way to fragrance your home? Is there a better way to fragrance your home? FRAGRANCE
A ROOM FOR UPTO
120 DAYS
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01543 481612
heartofthecountryltd.co.uk