No longer just a way for people to scent their homes, home fragrance products have become the perfect solution for Australians wanting to add another layer of style to their spaces.
A strong consumer interest in using home fragrance products, such as candles, diffusers, bath products and sleep products to relax and improve wellbeing, has also made these products more popular than ever.
BD spoke to ECOYA general manager, Claire Barnes, Real Living editor, Elle Lovelock and Real Living creative director, Sandy Dao to get their expertise on the latest home fragrance trends taking Australia by storm this season.
Fragrance evolution
In the past, home fragrances tended to focus on classic, single note scents such as vanilla or something floral, but as consumers have become more scent-savvy over the years, there is definite evidence of deeper and more complex fragrances coming to the fore. Real Living’s Lovelock and Dao put this down to people looking for more of an ‘experience’ when it comes to choosing scents for the home – something that makes them feel nostalgic for example.
Anya Hindmarsh has a new candle collection with scents like Toothpaste, Baby and Cherry Chapstick. Byredo has Bibliotheque, Treehouse and Cotton Poplin. Some scents will transport you to a different time and place. For example, Cire Trudon has Carmelite, which smells of moss and incense, like an historic European convent.
Claire Barnes from ECOYA agrees, saying “There is a continued trend towards unisex fragrances, where oriental and woodier notes are the hero."
For nostalgic fragrances, try LUSH, Molton Brown, MOR and Jo Malone London.
Interior references
Another evolution the home fragrance category has undergone recently is in packaging. According to ECOYA's Claire Barnes, this is one of the elements of the product that consumers value the most.
“People generally like a clean aesthetic with a simple logo, but it’s all about the vessel,” Barnes says. “We [at ECOYA] love ones [candles] made from marble, brass or coloured glass that can be reused to hold pens, makeup brushes etc, once the candle has burnt through.”
Lovelock and Dao agree, explaining that as fragrances have become more sophisticated, so has the packaging, with homemakers looking for something that resonates with their interior style.
“Luxe brands like Diptyque, Fornasetti and Cire Trudon have a legacy and a design that people instantly recognise. It’s a style statement to have one of these candles in your home.”
Similarly, when it comes to scenting a home, interior aficionados will pay close attention to the type of fragrances that complement certain rooms. It’s all part of the fun of these products, Barnes believes, and she has some tips of her own.
“It really does come down to personal preference. However, an uplifting, fruity fragrance such as French Pear is perfect for burning at an entranceway or in a living space, as it is calming and not invasive, creating a relaxing environment for you and a welcoming environment for guests. A floral fragrance, such as Sweet Pea & Jasmine might be better suited to a bedroom or bathroom to burn during ‘me-time’ moments. Citrus fragrances, such as Lemongrass & Ginger are perfect for the kitchen, as they help cleanse the cooking smells.”
ECOYA has also picked up on some Australian-centric trends within the space, with Barnes adding that, “consumers from more tropical climates favour the sweeter and fruitier fragrances, whereas those from cooler climates generally prefer bold and warming fragrances,” noting that many Australians have open-plan homes, so scents need to “have more to fill a bigger space.”
Scent brings personality and dimension that can almost become an extension of someone’s personal brand and the essence of their home, Barnes continues. “There’s nothing better than walking into a home that smells amazing. It says that the person living there cares about their space and who they share it with.”
Lovelace and Dao agree: “It’s lovely to go over to someone’s house and for it to have a signature scent. It’s a trick that’s used in hotels and shops all the time – they’re creating a full sensorial experience.”
For packaging to impress, try Mews Collective, whose candles and diffusers are hand-poured into a custom-designed ceramic vessel.
Summer ‘18 / winter ‘19 trends
It might not come as a surprise that this coming summer will see consumers purchasing fruity, invigorating fragrances.
Lovelock and Dao favour fragrances by Maison Balzac, Lumira and SOH. They’re also impressed by how Australian brands cater to the climate and the style of homes.
“The formulations work with how we live in Australia – many of us live in open-plan homes, so our scents need to have more throw to fill a bigger space. And from across the pond, New Zealand brand ECOYA does amazing scents!”
In winter however, people naturally prefer more complex, woody and oriental blends.
Barnes talks to the recently launched Christmas collection, for example, that Clove, Spiced Ginger & Lime candles and diffusers are both bold and warming.
Similarly, according to a report by TrendAroma Marketing, next winter will see home fragrances become more inspired by nature, as consumers become bolder with scents and search for something niche. This ties in with the category becoming more sophisticated, as mentioned above.
“That doesn’t mean we will lose our fondness for the ingredients we have loved, that are part of our scent memories for the colder months, it just means we will see them teamed up in new ways,” a summary of the report states.
It also touches on the unavoidable wellness category with more brands focusing on fragrance as mood therapy. And finally, the report talks to the continuation of scents evoking experiences like, “‘The Perfect Autumn Day’, but this time we want that idea represented by real ingredients.”
Turn to Glasshouse Fragrances, Circa Home, Peppermint Grove and ECOYA for fresh summer fragrances. In winter, try Natio and L’Occitane for comforting homely scents.
Carousel image courtesy of @BEAUTYLOOKBOOK
Main image courtesy of @mewscollective