Martha Stewart Expands Into Home Fragrance

Martha Stewart and Sequential Brands Group, Inc. are rounding out the Martha Stewart Collection, exclusively at Macy’s, with the launch of her first-ever line of home fragrances.
 
The new assortment, personally designed by Martha Stewart, is available on macys.com and in Macy’s stores throughout the country. This brand expansion brings the Martha Stewart Collection to the main floor of Macy’s stores. The Martha Stewart Collection has been available exclusively at Macy's since 2007.
 
The debut collection, “From the Garden”, includes bar soap, hand soap, hand cream, and body lotion, as well as candles, diffusers and room sprays. All are available in six signature scents inspired by Martha’s gardens­—Mission Fig, Calamondin Orange, White Flowers, Currant Berry, Cool Cucumber Water, and Fresh Lemon Basil—and one holiday scent, Winter Evergreen. Prices range from $12-$32. The fragrances will also be available to purchase in two gift sets: a Scented Soap and Lotion Gift Set ($49) and a Home Fragrance Gift Set ($69).
 
In preparing their homes and minds for the holidays, and the festive family gatherings they bring, consumers turn to scent and décor to get into the holiday spirit. Home fragrance is most important to consumers when company is expected, as scents are a way of honoring their guests and ensuring they have a pleasant visit, according to Scentiments, a new suite of consumer insights and tools on the fragrance industry from global information company The NPD Group.

Nearly 50 percent of all home scent users use home scent “to create an inviting/comfortable atmosphere,” according to data from Scentiments. Women, with 84 percent of them using scented home products, are more likely to increase home scents when guests are expected, and men do this as well, though to a lesser degree. 
In scenting the home, consumers tend to stick within their favorite scent families: sweet/fruity, tropical, food/baking, warm/woodsy, and clean/light. However, many will switch from one scent family to another on a seasonal basis, found NPD.