It's All About Making Scents

It’s All About Making Scents

The market for luxury candles is on fire and fueling the overall growth of the home fragrances market. In fact, 2012 market growth reaching 3.5% was the highest in the past five years thanks to these pricey little luxuries. Prestige candles collectively posted a 6% gain due to exceptional performance from brands like LAFCO, Trapp, and Nest. Mass-market brand Air Wick had an outstanding performance this year because of the launch of its innovative Changing Colors candle.

While candles could be found in all types of containers, shapes, and sizes, the driving force behind category growth was scent, scent, and scent. And there was plenty of scent to choose from.Continue reading