Spring Is In The Air
Ask 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.
Can't Help But Smell The "Roses"
In all facets of our lifestyle, the sense of fragrances now play an important part in our life. When you start your day, normally
you have a fragranced shampoo, soap and deodorant stick. You get in your car and have the car freshner (check out how many candle
companies now offer car freshners). You put a load of laundry in with a fresh smelling detergent. Then you go ahead and light
your candle which helps the entire room and/or home take on your favorite smell.
How Can I Jump Into The "Mix"?
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 A Large Variety Of Unique And New Fragrances
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.
This 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
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 and Color 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.
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
The 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.
4. Clam Shells, Tarts and Wax Chips
Continue to offer products that complement your candle line. Right now one of the most popular items has to be the clam shell melts, tarts or wax chips.
All of these are easy to make and in most instances you can use your existing waxes. Clam shells can be made with either Soy or paraffin wax. Be sure to
check out this month's project to see how easy making these can be.
Is 5-6% fragrance enough for my candle?
This is always a difficult question to answer in that in most cases only half of the information is available. While many fragrances suppliers
have tried to simplify things and identify that it is the right amount, the reality is there are different strengths of fragrances. Some manufacturers
may purchase for lack of a better term "more concentrated" fragrances where they may only need to add 2-4% to achieve good scent throw. Cheaper fragrances
on the market may actually need 6-7%. In addition, the fragrance itself may dictate if that percentage is the right load, a cinnamon is generally very strong
and you may be able to use a little less, whereas a lemon may need more to achieve the same scent throw.
Each scent and candle will require different amounts. The 5-6% is really a good basic number to use. One other quick note on fragrances - adding more fragrances
such as 8-9% does not automatically mean you will have the strongest smelling candle. Candle fragrances do have a point of diminishing returns.
One thing we always stress to our customers is not to purchase fragrances solely by price. Not all fragrances are made the same.
View All Fragrances & Scents
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 that determine 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.
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 important.
When making pillars, a single 50-pound case of wax will yield approximately:
(diam. x length)
||Number of candles
|3 x 3
|3 x 6
|6 x 3
|2 x 3
|2 x 6
|3 x 3 x 3
|3 x 3 x 4
|3 x 3 x 5