“Our focus on premium ingredients, luxury packaging, and a mission that teaches self-love anchored by our trademarked slogan “Adore Yourself!” drives us every day to make premium quality aroma perfumes,” said Laura McCann, founder and CEO of Adoratherapy. “We continue to distribute our products through both mass and luxury channels and you can find us at Whole Foods but also in the top spas and beauty boutiques in the country. We continue to innovate and launched our first retail concept in downtown Asheville this summer. Our Mood Boost Bar is the new makeup counter where a woman’s makeover focuses on her emotions and moods.”
McCann took some further time to chat with Happi about trends in home fragrance.
Happi: What qualities are shoppers looking for in home fragrance and where do they go to find the latest products?
LM: The home fragrance category, like the perfume category, is undergoing a shift toward clean ingredients. This means that chemicals, additives and synthetic scent are all being scrutinized not only by the consumer but by the buyers in the home fragrance category. No parabens, no phtalates, no synthetic scent and the right chemistry to keep products safe are the new requirement. Europe is way ahead on this and Canada too. Home fragrance products are often misleading in their labeling, they may say "organic" or "natural" and be filled with other constituents that are not on the clean market leaders acceptable lists. Green chemistry techniques that reduce environmental impact are the buzz and brands need to decide if they can formulate products and stay away from these “Dirty Lists,” which categorize ingredients that are not acceptable.
Consumers can find retailers who only allow certain ingredients by researching, reading blogs and, of course. shopping on Instagram looking for hashtags like #clean #green # natural #vegan #crueltyfree. Brands use these hashtags to be found by this health-conscious audience.
Happi: What are the hottest trends right now in home fragrance and why?
LM: Most home fragrance is not meant for you but for your room. Adoratherapy's creates scents that are breathable. The deeper you breathe them in the better they are for you. We call our Room Boost collection "Feng Shui for your mood and the mood of your environment." Our emphasis is on creating a shift in your life and in all aspects of your lifestyle.
We call this Scent with Intent, where breath and intention and the right essential oil blend can shift your mood and impact your day and you ultimately your life.
Our Abundance Room Boost, is intense and exotic, magnetic and captivating, and has top notes of cinnamon, clove, and patchouli. If success and self-confidence are what you desire most then Abundance Room Boost will ground your intention. Spray it around yourself, around your bills, your laptop, your checkbook and set the intention you wish for: "I am in the flow of constant prosperity and abundance." Great for the office, meetings, gratitude and prayer.
Our bestselling Clear Away, is described as a smudge stick in a bottle. Pure and Crisp, Clear Away is refreshing and relaxing with top notes of grapefruit, lemon, and peppermint. Use Clear away and declare: "I am free and clear to express my fullest potential." Great for yoga mats, clearing energy, shifting activities and pets and children love the clean scent too.
Sleep is a huge focus today, none of us are getting enough. Peaceful and soothing, Serene is relaxing and restorative. With top notes of organic French, Bulgarian and Kashmiri lavender, bergamot and chamomile this spray is great in the bedroom and on the sheets.
Happi: Are there any ingredients that are very popular right now in fragrance and why?
LM: From a scent perspective, clean and natural scents are very popular so top notes of lemon, clove, lavender and blood orange are all trending. These scents should smell like fresh-picked fruit and spices. They should be natural and not synthetic and when you breath them in you should feel you are breathing your best breath of the day.
Happi: What’s popular for Holiday 2018, the new year and beyond?
LM: Packaging is key in the home fragrance category. The trend toward clean minimalism is very hot in beauty and translates to home. Packaging should look the part it is playing. At Adoratherapy, our room sprays are magnificently packaged in metallic bottles that look like ornaments, delicious colors, shiny bottles and quality boxes that are “pret a porter” gifts, you don't even need to wrap them. Our Adore Yourself slogan tells our story of self-care and self-love, and our room size and travel sizes make it easy to fall in love with at home and take with you on the go.