Trends/New Launches

PROGRESSIVE HOME FRAGRANCING

On The Scent

Home fragrancing has arguably become the biggest sector in the giftware marketplace, with established companies ever more innovative and new companies entering the market place with their own niche USPs.

Across the board, along with brilliant seasonal fragrances, multi-purpose vessels, evolving formats and stand-out packaging, the sector is continuing to go from strength to strength.

Currently, there is a huge focus on wellbeing and sustainability which are continuing to drive the marketplace for both manufacturers and suppliers.

In the same way that a favourite perfume or aftershave becomes a person’s ‘signature’ scent, the same is, of course, true of fragrancing the home. From the hallway to the living room, bedroom and bathroom, it’s what gives a home the ‘wow’ factor, and it’s likely to be the very first thing that a visitor will notice.

Colour too, draws the eye, with home fragrancing companies increasingly looking to ensure that vessels suit most decors. “The colour palette for SS22 includes bright, bold statement colours that are uplifting and rejuvenating, inspiring fun, hope and joy,” says Ashleigh & Burwood’s PR manager Deborah Bettinson. “Plus, of course, Pantone’s Colour of the Year inevitably influences colour choices. The colour for 2022, Very Peri, is a joyous lilac tone that will be making its way into our homes. Our new Every Cloud fragrance sits within this space with a nod to the colourway in its packaging, and with a fragrance that’s both imaginative and dreamy,” comments Deborah, who adds that refillable products and recyclable packaging are continuing to top the company’s sustainability agenda.

Nobile recently launched a collection of designed, registered handmade glass Heart reed diffusers in a kaleidoscope of colours and textures that co-ordinate with a breath of interior decors. All reed diffuser refills are vegan friendly and contain natural extracts and essential oils, with new Spring/Summer fragrances extended to include Just Coconut, Just Grapefruit, Just Dewberry, Just Lime and Just Rhubarb - long lasting premium oils supplied in 250ml refills.

Adds Nobile’s managing director Simon Griggs: “plus all of our gift packaging is 100% recyclable and FSC certified. We also use bio paints and varnishes based on vegetable oils.” Colour is also a key driver for ChilliWinter Isle of Wight. “For Spring/Summer 2022, we have introduced a vibrant, contemporary candle collection, with a distinct, simplistic identity, and eco-conscious gift packaging,” highlights ChilliWinter Isle of Wight’s co-owner Kathy Chillistone. “It’s available in fresh pastel hues in sustainable, unscented soy wax or in ethically sourced natural beeswax, offering a gentle honey aroma.” Points out Kathy: “These trending designs add a fresh look and feel to the home, with appeal to a younger, quirkier market.” Meanwhile, with the pandemic highlighting mental health issues, and the proven benefits of

Right: Ashleigh & Burwood’s new Every Cloud reed diffuser reflects Pantone Colour of the Year, Very Peri.

Left: Nobile’s new registered glass Heart diffuser. Below: Colourful, contemporary candles from ChilliWinter.

mindfulness, most people agree that lighting a candle, adding essential oils to a melt burner, or enjoying a relaxing diffuser fragrance, all help to create a calming ambience and feeling of wellbeing.

Upper Canada UK is launching a brand new home fragrance range under its Aroma Home brand with product available from April. “Our Aroma Home essential oils are an extremely successful part of our business and with health and wellness becoming more and more important in our everyday lives we wanted to create a range of home fragrance products that not only smelt amazing but provided a wellbeing boost as well,” says Upper Canada’s head of marketing, development & innovation Lisa Dower.

“All of our home fragrance products are made in the UK, and we only use natural soy wax and pure essential oils blended with high quality natural oils to ensure a long lasting fragrance that will help to calm, relax, energise and de-stress. Plus, all our packaging is plastic free and fully recyclable.”

The new Aroma Home launch features five candles to Calm/Balance/De Stress/Sleep Well/Energise, along with three reed diffusers to De Stress/Balance/Energise, and three wax melts packs to De Stress/Sleep Well/Energise.

“There’s been a rise in the self-care industry - replenishing one’s mental wellbeing in order to maintain physical wellbeing, and for many of our collections, we have therefore created layered fragrances which boost

Above: Aroma Home’s Energise wax melts from Upper Canada. Above right: Two of the candles in Wax Lyrical’s HomeScenter collection. Right : Candlelight’s Balance collection.

mental performance and reduce stress,” confirms Wax Lyrical’s commercial director Stephen Richardson. “In addition, we create vessels

and packaging which can be refilled or re-used to give extra

value.” Adds Stephen: “We have also seen growth in air care, with our odour neutralising HomeScenter range very successful.”

Candlelight’s marketing manager Kate Winch concurs that decreasing stress is one of the top priorities, with people turning to scented candles for a natural, easy remedy as an escape from everyday pressures. “Our Balance range uses hot Spring and summer colour palettes with crisp, white recyclable packaging. The candles and fragrance

Packing A Punch

At Best Kept Secrets, the company has put a new twist on its Just Because candle tins and three lites gift boxes, making them more giftable and colourful, while staying with the original sparkle toppings that give the brand its USP.

“We’ve got captions on our packaging that lead into verse, highlighting a giving occasion, be it a special friend, lovely mum or thank you teacher gift,” explains managing director Vanessa Curry. “Additionally, for Spring/Summer, we’ve got a new, three lite boxed coastal collection – one of six designs – which makes a lovely holiday ‘take home’ self purchase, or a gift to bring back for a friend.”

At Olor, which launched less than a year ago, co-founder Louise Rogers comments: “Packaging has always been a huge talking point for us. We spent a lot of time working on our branding, making sure the packaging really tells the story of each scent, even before people smell the product, so each colour pallet has been carefully thought out. There are elements that many use on a daily basis, and we find that these colours can represent a certain scent making our packaging relatable.”

Below left: Birthday joy from Best Kept Secrets. Below right: Packaging is a key driver for Olor.

Above: Lesser & Pavey’s colourful new range of Pampas grass diffusers. Below: Botanical garden designs from Gisela Graham.

All Fired Up

Denby's home decor fragrance collection has been extended with the introduction of the company’s new Kiln pattern across a diffuser, candle pot and candle tin.

Made in England, the home fragrance collection includes candles and reed diffusers presented in Denby handcrafted ceramic pots which are available gift packaged in Denby’s iconic patterns.

Made with the company’s sustainability ethics, once the contents are used, the ceramic pots are designed to be re-purposed and have multi-uses, with candle tins available in the same fragrances.

Along with Denby's ceramic pots, the candles and the fragrance oils are also produced in England for Denby by Stoneglow.

Right: Denby’s Kiln home fragrancing collection. Bottom right: Blue Haze from Denby.

address the need for relaxation and self-care, with Balance combining a full range of fragranced products to include beautifully scented oils and wax.” Adds Kate: “Plus all our packaging can be recycled - from the gift boxes to glass vessels.” Also putting a focus on wellness, fragrance and sustainability is Lesser & Pavey’s new range of Pampas grass diffusers. “The collection reflects the natural fragrances of herbs known to bring changes in mood – calming, uplifting, rest and joy – as well as nature, which brings joy in its natural beauty,” comments managing director Julian Hunt.

Fragrances in the company’s new range feature Fresh Cotton; Vanilla Vetiver; Rose; Lavender, and the distinctive smell of the lovage herb grown to fragrance oil and cuisine. Glass containers housing the fragranced oils are crafted from recycled glass,

with sustainably sourced packaging and reeds. Meanwhile, with summer in mind, Gisela Graham has launched a range of

botanical candle

designs featuring magnolia, honeysuckle, violet, lavender, thistle and cypress, with the collection supported by a small range of room diffusers. “The fragrances are on the lighter side, spanning crisp fresh notes for bathrooms and kitchens to warmer, romantic notes for living rooms and bedrooms,” explains sales director Piers Croke. For both retailers and end users, the choice is endless, with manufacturers and suppliers continuing to be ever more innovative in a constantly evolving sector that delivers fragrance, in a variety of formats, across the home fragrancing spectrum.

Right: The new Frosted Earth lamp fragrance is produced using sustainable technology.

Kind To The Planet

Ashleigh & Burwood recently launched the company’s first lamp fragrance made using EcoBoost which provides a more sustainable fragrance.

Explains PR manager Deborah Bettinson: “EcoBoost technology enables stronger fragrances to be produced from the highly potent raw materials used in the manufacturing process. A more concentrated fragrance element reduces energy utilised in manufacturing and transportation which is kinder to the planet.”

The new Frosted Earth fragrance is available in 250ml and 500ml lamp fragrances and is also included in four brand new special fragrance lamp gift sets that feature striking, colourful glass mosaic fragrance lamp designs. “They’ve been inspired by the beauty of planet Earth,” says Deborah.