The home fragrance category is one that evolves year-on-year as consumers continue to fall for not only the scents, but also the packaging, size and feel that a candle, reed diffuser or room spray can bring to their personal space. Here, bd finds out what customers are currently hunting for in the evolving market, the notes and styles that are trending, and the rules for layering scents in the home.
What consumers are looking for
Once comprised of single-scent diffusers and simple wax candles, the home fragrance category is now growing fervently, with consumers embracing products that personalise their individual space according to seasons and moods. In their eyes, candles, reed diffusers and room sprays add an extra element to the space. Fragrance creates another dimension to define one’s style,” says co-founder and creative director of Glasshouse Fragrances () and CIRCA (NZ), Nicole Eckels. Combined with the visual aspect of design, fragrance is a very powerful way to create energy.”
According to (NZ) public relations manager Kate Hemus, the purchase of a home fragrance product plays out in three stages: The first thing that attracts a consumer to a product is the packaging, so this is obviously key,” says Hemus. Secondly, the consumer will nose the product. If the fragrance appeals, the third thing they do is check the price. This is generally the order of the decision-making process, and these are the three boxes that need to be ticked.”
Circa Home Jasmine & Magnolia Classic Candle (NZ)
Trending notes
Differing from fine fragrances, home fragrance notes trend according to each season. With summer imminent, it is currently all about fresh fruit and floral scents. As we’re coming in to summer, fresh, invigorating fragrances are definitely on trend, from fresh citrusy scents such as mandarin, lime and basil, to aquatic scents like white musk and lotus,” says brand manager Lauren Diver-Tuck. Christmas fragrances are, of course, also popular at this time of year.”
ECOYA Madison Jar - Sea Grass and Water Lily - Limited Edition
Bora Bora Bungalow - Cilantro & Orange Zest Soy Candle 380g
Wild Rosehip & Manuka Honey Hand & Body Lotion - Regenerating and Protecting
Packaging trends
Packaging is becoming much more important in consumer purchase, as its style adds to individual home decor and reflects personal taste. Some brands are taking this to another level - for instance, Glasshouse collaborated with fashion illustrator Megan Hess to design packaging for their Christmas collection. Even if brands are creating a simple soy wax candle with a vanilla scent, the jar or holder is crucial in the choice to buy as products act as interior props as well as room scents. Trending now is oversized products,” says Eckels. Extremely large candles and diffusers that make a real statement.”
Home fragrance products are also typically given as presents during key gifting periods, when packaging plays a very important role. Consumers are looking for packaging which demonstrates that its content is valuable and is a delight to open,” says assistant brand manager Juliet Connell. In terms of product type, Connell adds, reed diffusers are particularly popular as products slowly release a pleasant smell, provide a continuous background fragrance, while also adding to the design and interior of the home.”
Crabtree & Evelyn Noël Diffuser
The rules
Layering home fragrances is a consumer trend that involves combining scents and product forms in differing rooms. According to Eckels, when it comes to layering there are no rules - but it is worth encouraging the consumer to smell both candle or diffuser scents together before purchase.
I would definitely recommend varying the scents throughout your house in order to create different moods for each space,” says master perfumer of Ecoya Isaac Sinclair. A fragrance which is vibrant and clean will be great in the kitchen but may not have the desired effect in your lounge.”
As for the future, consumers are lusting after longer-lasting scents and demanding soy wax melts. Home fragrance is constantly and quickly growing, and we can’t wait to see what the future will bring for this category.
MOR Apothecary Emporium Reed Diffuser Set in Snow Gardenia
Image credit: Rue Gembon