The Scented Home: What’s Trending at NY NOW

Image credit: Gibson & Dehn
Image credit: Gibson & Dehn

From new candle sizes to vibrant colors to limited-edition collections and scents, the trends we predicted in the home fragrances market for fall/Christmas 2017 made their debut this week at the NY NOW Gift Show.

Many of the home fragrance exhibitors that we visited are market-movers, including Archipelago, Chesapeake Bay Candle, Illume, Nest Fragrances, and Voluspa, all who recorded double-digit gains last year according to Kline’s 2016 Home Fragrances: U.S. Market Analysis and Opportunities report. Increasingly, these luxury players are bringing new elements of sophistication to the market from a scent and design perspective. Some of the highlights of what we saw on the exhibition floor are discussed below.

Voluspa’s newest candle. Voluspa showcases its 123 oz. candle, the newest addition to Voluspa’s line of candles. With a burn time of 250 hours and retail price of $200, this new product will be available in the brand’s new holiday scent, Gilt Pomander & Hinoki, along with six other scents from the brand’s existing fragrance offerings, such as French Cade Lavender and Mokara. The candle goes toe to toe with Jo Malone’s Luxury Candle priced at $479.

Gibson & Dehn. With a recent entrance in the home fragrances market this year, the brand brings scents and designs inspired by the family provenance and botanical heritage of its founder, Michael Dehn Breault. Included in the brand’s Namesake Collection are six candles and reed diffusers, and the unique design of its candle vessel allows consumers to repurpose it as a cocktail glass. As consumers are progressively drawn to individuality and exclusiveness, Gibson & Dehn will be introducing its Portrait Series, collaborating with Givaudan fragrance designer Priya Upadhyay and artist Peter Rostovsky to bring limited-edition fragrances to its line that celebrate the unique craftmanship and creativity of these individuals.

Metallic holiday jars. Bright and colorful is a common theme seen in many of the exhibitors’ holiday collections. Capri Blue’s new holiday collection focuses on metallic greens, golds, reds, and hot pink candle jar colors, and Paddywax showcases its hexagon-shaped, metallic-tinted holiday candles in a variety of sizes with crafty gift tags. Common notes sprinkled throughout the holiday fragrances include warm notes of vanilla, nutmeg, pumpkin, pecans, cardamom, and cinnamon, and earthy notes of pine, fir, eucalyptus, balsam, and cedar wood. What other themes will we see this holiday season, and how will these holiday collections contribute to the market’s performance?

Eye on essential oils. While candles and reed diffusers are the focus of the home fragrances category on the show floor, conversations with industry experts indicate that these home fragrance players are paying attention to the essential oils category. The increasing awareness regarding mental and physical well-being through means other than diet and exercise is boosting growth of the essential oils market, and Kline will be launching its first edition of Essential Oils: U.S. Market Analysis and Opportunities to provide a more comprehensive analysis of this market and examine what the business opportunities are for moving forward for those looking to enter this category.

To learn about the developing trends, new innovations, and many more factors impacting the home fragrances market in 2017, please refer to our Home Fragrances: U.S. Market Analysis and Opportunities report coming first quarter 2018.

Written by Dana Kreutzer, Analyst Consumer