“Our customers eagerly await the opportunity to bring this beloved season inside,” said Geoff Medeiros, vice president brand and product development for the Yankee Candle Company, Inc., South Deerfield, MA. “This year’s collection layers in some fun surprises.”
Following Fall launches such as Honey Clementine and Caramel Apple Cake, Yankee Candle is putting on quite the celebration this holiday season with four modern takes on traditional holiday themes: All Is Bright, a blend of sparkling citrus scents drifting on warm musk; Bubbly Pomegranate, a festive mix of juicy berries and pomegranate on top of effervescent citrus; Alpine Martini, a tart concoction spiked with mountain berries and a sprig of fresh-snipped pine; and Christmas Thyme, where this uplifting herb and lemongrass mingle with heady sandalwood and musk.
Also, Yankee Candle’s new limited edition Sparkle & Shine collection strikes a sophisticated note. Ideal for gifting and hosting, these four new fragrances offer a rich, luxurious take on the holidays: Balsam, a resinous balsam frosted with lavender; Glistening Leaves with cedar leaf, balsam and patchouli; Golden Pumpkin, a rich mix of cinnamon, nutmeg, vanilla and pumpkin; and the namesake Sparkle & Shimmer with amber, green leaf and floral blooms. And, for packaging enthusiasts, Yankee Candle’s new Get Your Glamour On collection steps into the holiday season with style and a retro feel. The 1950’s inspired patterns combined with festive fragrances add a fun touch to the holidays.
“While the familiarity of classic scents always has strong appeal during the second half of the year, innovation drives the home fragrance consumer,” Doreen Smith, vice president, fragrance, Trend & Design Development, Yankee Candle Company, told Happi in an interview. “Ultimately, the nose knows what it wants.”
Smith added that this season, shoppers are heading online to explore what’s new, and in the case of scented products, when they find a retailer offering uniqueness and breadth of choice, will visit in-store to experience new fragrances firsthand.
“Technology-driven ‘sharing’ has dramatically changed the level of connectivity consumers desire. As people strive to be seen as distinct individuals in ever-expanding global communities, sharing has triggered a trend of creative self-expression, offline as well as online,” said Smith. “With that in mind, similar to other product categories, consumers are looking for experiences in home fragrance which provide a platform to express their uniqueness in a personal, authentic and creative way. Through their choices, consumers reflect their sense of style and originality, and share what is important to them.”
Smith added that the opportunity for creative expression has become the expectation everywhere consumers shop. In particular, online retailing allows for powerful possibilities for customization that go well beyond monogramming. At yankeecandle.com, consumers design their own specialty labels with downloaded photos or artwork, crafted with their specific sentiments or messages, after choosing a candle style and fragrance to suit their tastes.
“It allows them to build a meaningful signature touch for a memorable decorative statement, heartwarming gift, or to simply enjoy at home, that truly is their original design,” said Smith.
For a “non-technology” experience that taps into that same creative bent, Yankee Candle also offers Charming Scents. Consumers handpick a scent and add on symbolic charms to the fragrance-locket bangle, to create a car accessory that expresses the driver’s individual personality and sense of fashion.
“Consumers are becoming more curious, they are seeking the unexpected, and discovering or rediscovering what makes them happy,” Smith told Happi. “In 2017, we should expect to see more reinvention, and reinterpretation – embracing and embellishing the conventional, to bring it to a relevant, exciting place.”