With the onset of the recession last year, “value became the new green” (http://online.wsj.com/article/SB123689912898512981.html). Throughout 2007 environmental consciousness was clearly the strongest consumer trend within the candle and home fragrance industry. Retailers and home fragrance companies alike felt consumers’ demand for environmentally conscious products and catered to that demand. But consumer attitudes changed as quickly as the economic climate—and value became consumers’ primary concern during the last quarter of 2008. Value has been the strongest consumer trend ever since and as one of my colleagues emphasized in a recent strategy meeting—it will continue to be an ongoing focus in 2010.
Candle and home fragrance companies must seize the opportunity to address consumers’ concerns of tighter budgets by offering products that are affordable luxuries: quality products crafted from excellent materials that stand out through design and fragrance and allowing consumers to escape from their everyday worries.
About the Author
Mareike Finck is a public relatoions and marketing professional with background in the home fragrance and home lifestyle industries. She currently works as the assistant manager PR & marketing for sister companies Chesapeake Bay Candle (www.chesapeakebaycandle.com) and Blissliving Home (www.blisslivinghome.com). Based in the Washington, D.C. area, Chesapeake Bay Candle is one of the largest and most popular candle and home fragrance brands in the U.S. Owned by husband-and-wife-team Mei Xu and David Wang, the company was started in the basement of their home in Annapolis, MD in 1994. By partnering with the most renowned retailers such as Target, Kohl’s, Bed Bath & Beyond, Chesapeake Bay Candle became an instant success in the 1990s and is today a multi-million-dollar global enterprise.
Blissliving Home, Chesapeake Bay Candle’s sister company, is the destination interior lifestyle brand for the stylish consumer seeking modern design with a global influence. Established in 2005, the brand carries bedding, sheets, decorative pillows, bathroom accessories, home accent pieces and home fragrances that combine stylish design and global inspirations.