Soap and Candles

Candles and More (From page 98)

ing to the senses is key. “It is best to use what I call an ‘organized abundance’ merchandising mindset,” Beam said. “While some lines sell better with just one or two pieces on display, I find that scented items sell best when there is both ample inventory and scent selection available. Customers are drawn in by beautiful packing that fits the story of the store selling them. I love to create layers by stacking candles or soap to draw the eye to read all the product names, all while garnering desire to smell them! Once you can get customers to start smelling, you’ve succeeded.” Williams said, “We love having displays that show verticality and are tiered. We also make sure our displays are always full of product. Our approach is to give the display dimension and look plentiful.”

Never underestimate the appeal of packaging when merchandising items. The entire product— wrapping included—has a huge impact on sales. “We use something that looks like an egg carton for our soaps. I get them from Sustainable Packaging. They’re pressed cardboard, and people just love the look of it. The packaging draws a lot of customers, especially if they’re giving the items as gifts,” Miller said. Rutt makes up 4-by-4 shelf tags with the top two to three bullet points about each item. “I work with a lot of gift shops selling wholesale, and I also suggest this to the gift shops who buy from us,” she said. “For instance, for our Muscle Rescue Balm, it might say ‘It’s an allnatural Icy Hot’ on the shelf tag.” Based on its description, a female shopper may think it’s the perfect gift for her husband to use after playing sports or working outside. (Rutt’s husband, a medical doctor, develops their product recipes. Among other responsibilities, Rutt handles marketing and order fulfillment).

Hero suggested keeping displays simple: “We have about five or six choices of scent for each product, ex- cept for the soap, which has 15. We are located in a cozy stone cellar with very pleasant lighting, so people like the vibe of the place from the moment they step in. And then the scent hits them,” she said.

Retailers are noticing specific trends besides the general shift to handmade products with natural ingredients. “Shampoo bars are the biggest trend for us lately,” says Miller. “We don’t make the typical shampoo bar—we recommend using our own body bar for shampoo, so it’s like bar soap for your hair. People are trying to get away from having so many bottles in the shower—that’s a big all over trend.

They’re trying to use less plastic, so they’re leaning toward the shampoo bars.” Williams pointed out candles and soaps seem to be more popular than ever. Customers are drawn to the authenticity and purity of the products’ natural fragrances and ingredients, preferring them over the mass-produced body care items found on most store shelves. Beam said, “An overwhelming trend in scented merchandise are items that promote positive energy such as Chakra, zodiac, moon phases and crystal themed items. Customers love to purchase these items for themselves, and they also make fantastic gifts. Aromatherapy items continue to trend as well.” Sometimes trends are a bit surprising. “I’m surprised at the popularity of our hibiscus rose geranium soap, and also oatmeal lavender sage,” Rutt said. “Sage and geranium are the key— [those ingredients] are trending a bit.”

The core customer demographic for small-batch, handmade bath and body products is shifting, as well. Women aged 20-45 are no longer the largest consumer market. “There seems to be a trend where the general public is interested in slow, handmade body care products,” Rutt explained, citing an interaction with two young contractors working in her home who struck up a conversation with Rutt about her business. She said, “These were guys you would not think would be into these things, but they knew what essential oils were, so the awareness is there. It costs a little more to have these things, but they’re worth it, and not just women are into it. My target customer was once women my mom’s age, but now it’s everybody.” ❖