10.08.23
Candles can be a tricky market to enter, as consumers have different ideas of what perks their ears, scent-wise.
But with Halloween approaching, consumers seem to have a nose for the “treats” they seek. Currently, it’s Glossier and Salt & Stone.
Glossier’s 'Skin-Scent Enhancers'
According to beauty trend tracker Spate, Glossier made waves with its Glossier You perfume, which they claim was “formulated to be a personal skin-scent enhancer” and smells differently on everyone. Currently, the top search queries for the brand’s candle include “Glossier candle” and “Glossier You candle;” the hashtags #Glossier and #candle together receive an average of 39 million views per week on TikTok. Interestingly, searches for “Glossier and perfume” have decreased by 17.4% year-over-year (YoY).
With fall’s arrival, candle options are a compensatory commodity for the waning interest in the same fragrance, analysts say. However, just this week, the brand launched a new You Eau De Parfum in a larger size, which analysts speculate will rekindle the interest of perfume enthusiasts.
Salt & Stone: Beyond the Flame
Salt & Stone is another fragrance brand sniffing for significant success in the candle market – the top-growing search query for the brand being “salt” and “stone candle.” Additionally, there are an average of 2.0K monthly searches for body wash in conjunction with the brand Salt & Stone, indicating that consumers are interested in experiencing the brand's scent in various ways, beyond candles.
In fact, analysts say luxury body washes offer fragrance brands an excellent opportunity to diversify their product range, especially since premium body washes, and even hand soaps, allow consumers to add a touch of sophistication to their bathrooms. Analysts encourage brands to harken back to the so-called “#shelfie” days when bathroom sinks featured at least one bottle of Aesop or Byredo soap (even if the container was actually filled with Softsoap!)
Additional Reading
Check out our coverage of the Home Fragrance market here.