As soon as the remit of last-minute, hastily-wrapped housewarming presents, candles have had the glow-up of a century over the course of two years. Additional proof might be discovered within the numbers, with reports stating that 49% of scent consumers used their go-to fragrances much less typically in 2020, however 85% used dwelling scents in the identical time interval, with candles main the class. So, how did the needle transfer from gifting and decor to wellness important for the candle trade? We examine.
Let there be mild: How candles grew to become the unlikely hero of the lockdown
Abigail Prepare dinner Stone, co-founder and CEO of Otherland, believes that the prolonged intervals of lockdown have altered the best way we view candles. “The occasions of the previous yr have made us crave feel-good issues to stay up for, such because the anticipation of receiving a bundle within the mail, the enjoyment of unboxing a candle, popping the lid and taking that first whiff of a brand new scent. Greater than ever earlier than, individuals have witnessed the necessity to unwind and create an expertise at dwelling to spark pleasure. Scent is the strongest set off of reminiscence, and once we can faucet into this, it brings emotions of consolation, security and pleasure,” she says.
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