Spotlight On: Home Fragrancing

Below: Wellbeing is a big trend Relax, Unwind, Re-Energise for the home fragrancing sector. Below left: Best Kept Secrets has recently rebranded two of its ranges: Just Because occasion candles and Three Lites gift boxes (shown). Bottom: The White spa range from Candlelight is a new Spring launch.

Lighting a candle, adding essential oils to a melt burner, or enjoying a relaxing diffuser fragrance, can all help to create a calming ambience and a feeling of wellbeing, with the start of a new year a welcome opportunity to have some ‘me’ time.

As we go into 2022, PG&H asked some of the leading home fragrancing companies for the latest fragrance trends and formats that can help people to unwind, as well as to re-energise.

The beginning of a new year is often a time when people focus on themselves, putting self-care at the top of their agenda. While some people like to create a fragranced home spa, others like to switch off their phones and focus their minds while enjoying the fragrance from a candle, diffuser or melt burner.

“Candles promote relaxation, mood, ambience and, of course, make a pretty decoration,” says Vanessa Curry, managing director of Best Kept Secrets. “Mood and scent are closely linked, affecting emotions, thoughts, and memory, with the calming nature of a candle allowing us to destress, relax and unwind.” Continues Vanessa, “we all know that there’s nothing better than lighting a candle after a long day or when you’re feeling overwhelmed. The simple act of relaxing and watching the flickering flame can help soothe the soul and reduce stress, while the fragrance of a scented candle stimulates our limbic system, the part of the brain that is home to memory and emotions,” she highlights.

“With a focus on comforting fragrance and clean, crisp vessels, our new Bauhuas range has been specifically fragranced to calm and sooth,” confirms Kate Winch, marketing manager of Candlelight. “It’s got overtones of jasmine, rosehip and wild fig and is ready for the new year cleanse.”

In addition, Candlelight’s Spring 22 launches also include the White range. “It oozes cool tranquillity, with the candles aptly named Calm, Relax and Balance, which are all very important components of mental and physical wellbeing,” says Kate.

“We think people are far more aware of their own personal wellbeing now,” comments Marmalade of London’s director Helen Flook. “The pandemic has allowed everyone time to reflect on what’s important, with customers wanting products that help them look after their mental health. Additionally, they want to purchase products that not only look beautiful but haven’t been flown halfway around the world. As all of our products are made in the UK that’s a big plus point.”

The Marmalade Wellbeing collection has three different fragrances - Calm, Balance and Energise - which come in a luxury glass candle, diffuser and burner oil. The candles are poured by hand in the UK and are made of natural soy wax with cotton wicks. “The collection is beautifully presented in coloured glass that glows with a comforting ambience as it burns and releases the scent,” points out Helen.

Wax Lyrical has three brand new collections - JustBe Botanicals, Botanic Garden and Ellen Studio London - along with new fragrances and designs in the company’s best-selling collections across home fragrance and fragranced hand care.

“At the heart of the brand new JustBe Botanicals is the desire to restore emotional balance and enhance a sense of wellbeing,” confirms Wax Lyrical’s chief executive Jacqui Gale. “Developed by Scottish aromatherapist Gail Bryden to encourage others to simply ‘Just Be’ themselves, we have developed a range of aromatherapy home fragrance and hand care products to illuminate wellness and self-care markets including candles made with a new coconut wax blend which is renewable and sustainable.”

ChilliWinter’s co-founder Kathy Chillistone explains: “when we develop new products, we see the ultimate purpose as helping someone to relax, slow down and enjoy time to restore and replenish their reserves. The soft glow and scent of a candle helps people sink into a more nurtured state to unwind.”

Looking at the emotional and feelgood effects of home fragrance, Lesser & Pavey’s managing director Julian Hunt emphasises the emotional connection we all have with fragrance. “Fragrances play a role in our memories and can remind us of happy times - Spring flora, holidays and walks surrounded by nature, as well as evoking seasonal festive smells. Diffusers, and the burning of soya candles, bring fragrances into the home, conjuring up emotions as well as helping people to relax after a busy day.”

Reflecting on a positive change in the home fragrancing marketplace, to include the wellbeing sector, Diana Maresova, head of marketing at Skye Candles, highlights: “there has been an increase in self-care, particularly in the last couple of years. This seems to involve both using alternative methods to destress as well as consciously creating a beautiful environment that brings joy and triggers positive emotions. Using natural ingredients, our Scottish Collection encapsulates all four seasons in Skye, while aromatherapy and meditation pairs well with one of our all time best-sellers, Sleep

Sensation. This fragrance is a combination of lavender, grapefruit and tea tree oils, with the aromas and the soft lighting of a lit candle wick creating an instant ‘at home’ spa experience.” With so much choice for retailers, as well as the end user, there’s every opportunity for those who want to start the new year in a relaxed frame of mind to take advantage of the fragrances, and the thought behind the products, to light a candle, close their eyes and breathe.

The Feelgood Factor

After a hectic festive period, for many people, the start of a new year is a chance to draw a line under the old year, make some well-intentioned resolutions, and to re-energise.

“Building on the success of our Life In Bloom collection which launched last year, featuring lively, floral scents and uplifting, bright colours, we’re adding three new feelgood scents to the range,” confirms Ashleigh & Burwood’s PR manager Deborah Bettinson

“The Lotus Flower & Watermelon, Wisteria & White Woods and Orange Blossom & Mandarin fragrances have been introduced for the new Spring season, matched with zingy colours of hot pink, ice blue and zesty orange, to bring visual cheer to home interiors.”

New additions include the company’s floral reed diffusers which feature stems of colourful gypsophila flowers in the bright new colour palette.

Points out Deborah: “The diffuser can be refilled and the glass vessel used again and again, thanks to a range of flower refills, white fibre reeds and refill fragrances in recyclable bottles, which are made from 30% recycled materials.”

Above: Ashleigh & Burwood’s Lotus Flower & Watermelon is a new feelgood fragrance for Spring.

Top left: Balance is among Marmalade of London’s wellbeing collections. Above left: JustBe Botanicals is brand new from Wax Lyrical. Bottom left: ChilliWinter’s Breathe features aromatic lavender, clary sage, chamomile and geranium with notes of bergamot. Right: Highland Gorse, part of the Scottish Collection from Skye Candles. Below: Lesser & Pavey’s festive Desire range.