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Spotlight On... Home Fragrancing
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As we start to think about cosying up for Autumn, fragrancing our homes is very much at the top of the list, with plum once again among the most popular trend colours for winter. But it’s not only about fragrance and colour. Refills and re-usable vessels are also helping to drive sales, with suppliers increasingly look to sustainable options. PG&H sniffed out what’s new for the coming season.
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It’s no secret that the home fragrancing market burns brightest during the darker, chillier Autumn and winter months, when consumers spend more time at home. And with many people still working from home, sales of home fragrancing products candles, reed diffusers, melt burners and fragrance lamps - have soared, boding well for the coming season. “Uptake of our new Life In Bloom collection, which features floral reed diffusers with dried flower stems, colourful scented candles and co-ordinating fragrance lamps, has been immense,” says Deborah Bettinson, Ashleigh & Burwood’s PR manager trade. “Looking ahead, we’ve built onto the collection for AW21 with two powerful new colours and fragrances as well as adding in a refill option for the coloured gypsophila stems. Floral fragrances Plum Blossom & Pomegranate and Winter Rose & Jasmine, will be adding richness to the
Left: Life In Bloom Purple Plum Blossom & Pomegranate floral reed diffuser and diffuser flower refill
fragrance palette, with bold purple and vivid red colours an opulent look for Autumn/Winter.” The company is also launching diffuser flower refills. “These further support our sustainability objectives, as customers can opt to purchase Right: Inside Best Kept Secrets’ Winter Scents range, featuring 12 fragrances. Below: Marmalade of London’s Mosney Mill Winter Fir.
Protecting The Planet At The Candle Brand - home to flower diffusers, where each flower is made from thin slices of solar wood - the company’s wax is vegan friendly, produced with a natural blend of coconut and rapeseed oils. “For Autumn/Winter 2021, we are focusing on dark woody fragrances, with notes of rich incense oils to create inner warmth,” highlights The Candle Brand’s co-founder Christina Brand, “and will be expanding our Burn + Bloom candle collection which features a naturally flowering plantable seeded label.” Left: A flower diffuser from The Candle Brand.
these, together with refill fragrances and reeds, to refresh their used diffuser and can also choose to mix and match their colour and fragrance to customise their vessels,” Deborah explains. In addition, Ashleigh & Burwood’s Heritage Collection, which provides a decorative vintage vibe, is adding two new fragrances and colours for AW21. “The new plum and gold colourways are introducing a brand new decorative diffuser vase design and fragrance lamp gift set,” Deborah continues, “with new scents, Blackcurrant & Cedarwood and Rose & Golden Leather, rich, warming and ideal for the cooler months.” Plum also features in the colour palette for Marmalade of London. “We’re launching two new lines in our Marmalade of London Mosney Mill Winter fragrances, where we have used colours that are very on trend this year dark plum, dark blue, grey and teal. The fragrances have taken over a year to develop,” explains the company’s sales director Helen Flook. “One of our big passions is to help save the bumble bee, and we are proud supporters of the Bumblebee Conservation Trust, with 5% of the profits of the Marmalade of London Mosney Mill range going to the Trust,” she states. “We have Progressive Gifts & Home Worldwide
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