Marketing Natural Wax and Paraffin
Candles Successfully Together
waxes are a growing segment within the candle making
industry. Although candle makers have been using natural
waxes since the beginning (bees wax, whale fat, etc), it
is only until the last few years that the natural waxes have
really taken hold as a viable wax choice accepted by the
industry. There are more natural wax choices than ever before,
and include such types of wax such as soy, palm wax, soy/palm
blends, and paraffin blends that contain natural waxes in
The marketers of natural waxes have been able to take a
footing in the industry. They promote and advertise many
claims that natural waxes are soot free, the cleanest burning,
a healthy alternative, etc. and they have been able to successfully
market to the LOHAS (Lifestyle
Of Health And Sustainability) market. The term LOHAS describes
a purportedly, rapidly growing $200+ billion U.S. market
for goods and services that target consumers who base their
buying decisions on their perceived values of environmental
and social justice issues. There is an increasing number
of candle makers and manufacturers who use natural waxes
in their operation and are enjoying increased business by
adding natural waxes as a line of candles.
Candlewic offers both types of wax so that our customers
may decide for themselves which type of wax is suitable for
their customers needs.
candle makers are using paraffin
wax in their current operation and it is reasonable to
assume their success is attributed to some sort of benefit
they give to their customers who are currently purchasing
candles made from paraffin wax. These candle makers do not
want to risk losing their current customer base, but they
do want to gain some of the market share of the natural wax
segment. This can be achieved by creating a business plan
that adds incremental sales without cannibalizing their current
paraffin brands. By keeping the following points in mind,
the candle maker can offer both paraffin and natural wax
candles together in order to build sales volume rather than
substituting one for the other.
1. Do not disparage. “If
you cannot say something nice about somebody, do not say
anything at all,” is a very important rule to remember.
Regardless of the wax you use, if your candle is made in
such a way that you get a complete burn, it will burn cleanly
and soot free. For example, you probably are not currently
marketing your votives as cleaner burning than your jar candles
because potential customers would assume your jars are of
2. Brand Equity. When adding
a line of natural waxes, try to determine why your candles
are selling well for you. Ask yourself if it is performance,
price, aesthetics, etc. Then ask yourself if your brand name
is what reinforces the purchase and conveys the attributes
from your list. Depending on your results, you may, or may
not, decide to put your current brand name on the natural
3. Choice. Let your customers
know you are offering them a choice of waxes so they can
choose the type of wax their candle is made from. Not every
customer is concerned with ingredients as long as the candle
smells and performs well. If your customers are asking for
natural waxes, offer it as an option but do not forget about
the current paraffin buyers that made your business what
it is today.
4. Quality. Regardless of the
type of wax you choose, always strive for the best quality
possible. Having the wrong wick or an inappropriate amount
of fragrance can result in smoking or a poorly burning candle
regardless of the type of wax used. By spending a little
extra effort on the R & D bench, you can create perfect
Why does Candlewic ask me if my shipping
address is Residential or Commercial?
This seemingly trivial little question that the Customer
Service Representatives here at Candlewic ask is actually
extremely important to candle makers of all sizes. A commercial
address works hard for the candle maker in many ways.
The most obvious reason a commercial address is so important
is the savings in shipping. Although UPS shipments are slightly
cheaper to commercial addresses, these savings are not the
true heart of the savings. The real savings occur when a
trucking company, AKA a common carrier, can ship your order
to your commercial address via a truck. Pricing for pallet
loads can be as low as $50 for over 2,000 lbs of wax – that
is less than three cents per pound! If you are within a three-hour
radius from us, our trucks can deliver as much as 6 pallets
of wax for $50 – that is less than half a cent per
Another great reason the commercial address is so important
is that it is one of the many requirements it takes in order
to receive a dedicated customer representative here at Candlewic.
These hard working folks work with you on many aspects of
your operation. They can solve problems, help with new product
introductions, send samples, recommend shipping options,
or how to consolidate your orders for maximum savings over
the year. Please contact feel free to contact us for further
information on obtaining a dedicated customer service representative.
But remember, a commercial address is only one of the requirements.
Some other requirements include a tax ID, able to accept
pallet shipments, and you will be asked to provide dependable
Layering Natural Wax.
This month’s feature article introduced ideas
on how to add a line of natural waxes along with
your current paraffin candles. This month’s
project offers a way to layer different colors of
natural wax in order to increase your offering of
natural waxes. By layering different colors, you
will give yourself a simple way to make your candles
more marketable to selected groups without the cost
of making a customized label. This is a great way
to create fundraisers, holiday themes, or specialty
candles for specific wholesale customers without
the increased cost of customized labels. Simply layer
the colors of your holiday, team, organization, etc.
and it creates an instant theme candle with little
extra cost of materials.
Jars or Molds
2 Different Dye
Select, clean, wick,
and prepare your jars or molds as you normally do. Take a moment
and plan out where the fill lines are going to be. For example,
a patriotic jar may use equal amounts of colored wax for uniform
stripes of red, white, and blue, while an egg
shaped mold seems to look best if you change color at its widest
Be sure to select the appropriate
wax for jars or freestanding candles. Prepare both colors of
wax at the same time in order to be ready for “show time”.
jars or molds when necessary and pour your first layer. Note
your ambient temperature (room-temp), your pour temperature,
and start the timer.
You have some flexibility for this step. The time and temperature
of the second layer of wax changes the final result. Your individual
taste will decide when and how hot to pour the second color.
In general, you want to wait long enough for the first layer
to set up enough so the second color does not mix with the first
color, but not too long that the wax pulls from the sides. If
the wax pulls from the sides, the second color slips between
the first color and the mold, which creates what is considered
by most to look undesirable. By adjusting the second color’s
temperature and timing, you can create hard or soft color transition
lines. Hard means a flat, distinct line of color change and soft
means a softer faded color change. The ambient temperature and
size of your candle affects the timing. Smaller candles will
take less time (half hour) while larger candles make take as
long as 2 hours between pours. Cooler ambient temperatures decrease
time, while warmer temperatures increase times.
Repeat the same time and temperature for the rest of the colors
so all color seams are uniform. As you take notes and get more
experience, the timing and temperature starts to become second
nature. You can even learn to mix hard color changes and soft
color changes on the same candle for a unique look that will
sure to dazzle your customer.
Off The Press:
We all know the old adage, “Knowledge = Power”. Candlewic
has just expanded their offering of books. This new section of the
Enlightener will preview a new book or reference material for candle
and soap makers. You can never have enough books to peruse for new
ideas, new techniques, or to use as an aide for educating your employees.
This month’s book is titled Basic Steps to Candles (Candlewic
part # BK-6)
written by Delores Frantz. It has over 60 candle projects with full-color
photos. Although geared more for the beginner, the many different
types of candles shown in the book will inspire larger manufacturers
with new product ideas as well. This book compliments our most popular
book titled Essentially Candles (Candlewic part # BK-2),
which offers very detailed explanations of raw materials.