Candles & Their Fragrances
On behalf of the Candlewic Company, we wish to thank all of our loyal readers and customers.
It is hard to believe that we are entering our 38th year in the candle making
business and one of the topics that never seems to get old and, in fact,
continues to invigorate most people is fragrances.
some of the largest candle companies about the key to their success and,
for most, it would be their reputation for making strongly scented candles.
Ask any new candle making company what they would like their customers to
say about their products; we are confident the response would be to have
the best fragrances.
The Prevalence of Fragrances
In all walks of life, fragrance has become a major part of our lives in all ways. From
the time you get up in the morning and use the fragranced shampoo and soap;
to getting in your car with the freshener hanging from the mirror; until
the time you get home and put a load of laundry in with Fresh Linen smell
into the washer.
How To Be Better Than the Large Candle Manufacturers
The home fragrance market is definitely where the large consumer product makers have really
put a lot of emphasis. Look at the number of room fresheners on the market;
sprays, reed diffusers, plug ins, gels and others. In spite of all of these
choices available to the consumer, the small/medium candle manufacturers
can offer three things that your largest manufacturers cannot deliver. As
the candle industry continues to change and evolve it will be important that
you incorporate as many (if not all) of these into your marketing campaigns.
1. Offer More Fragrances Than the Best Retailers
In order to achieve a wide acceptance of their product,
large producers must focus on several fragrances that will have the widest
market appeal. If
you try to purchase a spray, there might be possibly 8-10 fragrances at the best retailer. But in
most instances, it might be just 4-5 on most retailers’ shelves.
creates opportunities because consumers desire more choices then the 4-5
their local market may offer. When making custom or smaller
run candles, the opportunities are endless. At Candlewic we
offer over 420 fragrances (http://www.candlewic.com/candle-scents/default.asp)
that can be blended and mixed in any number of combinations.
Focus on custom and unique fragrances that
others may not offer. The other issue large manufacturers can have is offering
fragrances for specific times of the year. Yes, they may roll out additional fragrance for
the winter holidays but the selection can be limited.
When developing your line keep adding new and exciting fragrances. In some instances
if you have a great smelling scent you like and your customers seem to like,
think about renaming it. This will definitely spark new interest in the product. With any
good marketing program how you title your candle and the presentation of
the candle can be as effective as the consumer smelling the fragrance.
2. Provide More Glassware Choices
Similar to the fragrance the large candle producers must select glassware
that will have wide market acceptance. Choose glassware that has a unique look or choose
types that the large manufacturers are not using.
As we have written in past issues, the concept
Marketing” and using renewable resources continues to grow and our large selection
of “100% Recycled Glass” has become very popular. (See
the May 2008 edition http://www.candlewic.com/candle-making-newsletter/0508.asp).
In addition to choosing the glassware, be sure to keep on top of the current color
trends. While fragrance is an important component of the candle, color can be just as important
when consumers incorporate candles into their home decor scheme.
3. Take Advantage of a Candle's Unique Atmosphere
third unique characteristic which separates candles from other room fresheners
is that a candle can deliver many different types of atmospheres from a soft,
warm and romantic one to a very festive setting. The atmosphere changes simply by how many candles
are used and where they are placed.
When marketing your candles
be sure to incorporate this theme into your materials. It seems every media source
trying to promote the themes of warm, soft and romantic will have candles placed somewhere
in the visual picture.
As you have probably experienced by now there are many key components of a candle that must
be incorporated to ensure customers will come back. One of the key components
to begin building a brand is having a great smelling candle from start to finish.
|Key Terms Associated with Fragrance
Load - This is the
amount of fragrance that is used to make the candle. Most people
reference this in percentage. In most instances a scent
load of 5-7% is what many people use to get started. There are other
driving factors to what works best for you but this is always a good
starting point. In terms of measuring, this works out to be about
1 ounce to 1.25 ounces per pound of wax.
Double scented/Triple Scented - When this term is
used it generally associated with “Marketing your candles”. There
is not a point of reference to what constitutes double and triple
scented but the implication is to indicate 10%, maybe even 12% fragrance,
is used to make the candle.
Polar Non/Polar - These terms are used less now a
days unless making gel candles. The gel requires non/polar scents
be used to allow the candles to burn safely. When making paraffin,
soy, palm and non-gel candles, the polarity of the fragrance is not
How Does Chandler Figure Out Tough Challenges?
Why does it seem all of candle making problems occur during a late night pouring
session, or while I am off traveling the world on weekends looking for new
and exciting products? These are the times when you need answers most, but there is nobody awake
you can call.
There is good news. Most times the answer is in your very own hands, and you do
not even realize it.
There are two factors to concentrate on:
- temperature and
It is amazing how pouring and heating temperatures can dramatically affect
the appearance of your candle. Check all your ingredients and make sure
you are following the manufacturers suggestions on temperatures.
Some additives need higher temperatures to fully incorporate. Others
may have restrictions on how hot they can be heated.
The other thing to note are the variables. Try removing different ingredients one at a time
in order to see if the undesired aspect is affected.
Let’s take a basic candle with fragrance
and color and suppose you are unhappy with a certain characteristic of that
candle. The next step is to make the candle other ways by leaving out the ingredients one at a
time. You would make one candle with just wax, one candle with just wax and fragrance, and one
candle with just wax and color.
After each candle has cooled, inspect the new candles and see
which one loses or gains the undesirable characteristic. By doing this, you
can narrow down which ingredient is causing the problem and take the corrective action that is
Sometimes it is as simple as decreasing fragrance, using some additional additives, or
changing your pour temperature.
By taking very detailed notes on your experiences, you will have reference
material to fall back on in the event you ever run into a similar situation.
After running into the same challenge repeatedly, it starts to become embedded
into your brain and earns you one more notch in your belt of experience.
These late night lessons
are sometimes uninvited, but by using the process of elimination, you can
get yourself out of almost any bind.