Online Exclusives

Candles Sans Wicks Wax

March 5, 2007

Water-based Minus Wicks are meant to be warmed, not burned.

 

 

Candles Sans Wicks and Wax



Water-based Minus Wicks are meant to be warmed, not burned.



By Joanna Cosgrove

 

 

Online Editor



US consumers love their candles. In 2004, Unity Marketing of Stevens, PA, found the market for candles and home fragrances to be worth $8.4 billion and projected sales to surpass $10 billion by the end of last year. In the past ten years there’s been a flurry of proliferation in the candle segment. New fragrances coupled with the creation of new formats have extend candle and related “atmosphere fragrancing” beyond traditional home use into the workplace and even into the car.

And in an attempt to push the home fragrance envelope even further, For Every Body of Lindon, Utah, has created a candle range that’s curiously missing a component seemingly intrinsic to the notion of a candle – the wick. Foregoing the open flame of a traditional wicked candle, Minus Wicks are wax-free and water-based, and rely on the gentle, consistent heat of a candle warmer to release the fragrance for up to 60 hours as the water evaporates. The products were four months in development.

“We decided to go without a wick for this line because we wanted to make a product that is especially for candle warmers, and you don't need a wick for a candle warmer,” commented For Every Body’s Public Relations Representative, Shannon Young. “We also wanted to make a product for consumers that can’t burn candles in places like offices, dorms, apartments, etc. This is perfect for people that love the fragrance, but can’t burn candles. It has a completely different formula than a traditional candle.”

Ms. Young acknowledged that water-based Minus Wicks candles have a solid - not liquid - consistency. In fact, she said, they are harder than most waxes used in scented candles. However, she would not reveal the ingredient used to solidify them, saying only that the ingredient, although confidential, was FDA-approved and environmentally safe.

Minus Wicks water-based candles have several advantages over a typical wax candle, according to Ms. Young. “If you put a regular wax candle on a candle warmer, when the fragrance is released, wax is still left in the candle. It won’t release any fragrance after a certain point,” she said. “A water-based candle is linear, which means it will evaporate as the fragrance is released. You will know when the candle has released all of its fragrance because the jar will be empty.

“A water based candle is also non-toxic and safer on a candle warmer than a regular wax candle,” she added. “The same amount of fragrance is released from both candles, but you know when the water-based candle is finished because it is empty.”
 
Eight-ounce Minus Wicks is available in six fragrances including clean cotton, fresh peach, rain drops, cucumber melon. The suggested retail price is $10 each.

For Every Body’s products include candles, air fresheners and home décor and bath and body products. The company produces products for 88 retail chains and 6,457 Independent chains including Kohls, Jo Ann Fabrics and Crafts, Home Depot, Ross, TJ Maxx, Lowes and Zellers.

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