The pandemic ignited a renaissance for the home fragrance industry as consumers acquired a new appreciation for home scent while spending more time in their personal spaces. As we conclude research on this dynamic market for our 23rd edition in our Home Fragrances: U.S. Market Brief report series, we are anticipating the market to achieve a 17% increase in retail sales or greater, with candles notably outperforming the market. Continue reading
Boy Smells has been a player to watch in recent years in the home fragrances market, with the brand using cheeky marketing and product offerings to appeal to a new generation of consumers. It describes itself as “genderful,” encouraging consumers to embrace both masculinity and feminity, a concept that has great appeal with millennial and generation Z consumers. In 2020, Boy Smells leaned into these strategies authentically while promoting important social movements, such as Pride Month and Stop Asian Hate, alongside its products. The brand is expected to continue to push boundaries on gender identity through its collection of candles, fine fragrance, and intimate apparel as it continues to further expand into additional retailers across the United States. For additional brand insights, follow our Home Fragrances: U.S. Market Brief report.
In this insightful podcast, Kline’s experts in the home fragrance industry discuss arising opportunities in the home fragrance market and the impact of COVID- 19 on sales. Here are seven key takeaways from their talk: Continue reading
While many retailers struggle to pay lofty rents and are forced to close doors, the iconic Bath & Body Works chain continues to be relevant after nearly 30 years.
Boasting more than 1,500 doors, mostly in malls and with average square footage at least double the size of most of its competitors, the market leader posts impressive gains of 7% and 13% in the beauty and home fragrance markets, respectively, in 2018. The brand places third in the beauty business behind Dove and L’Oréal Paris and took the reins this year as the market leader in home fragrances.Continue reading
The home fragrances industry is expanding beyond candles, reed diffusers, and wax melts to bring customers their favorite candle scents in personal care items. Liquid soap and hand cream are the standard personal care items promoted in correlation with home fragrance scents. To cater to the on-the-go consumer, new formats, such as lush body washes, sugar scrubs, body lotions, bath bombs, body mists, and scented wipes, are among the many personal care items now available. Continue reading
Kline & Company has the air care market well covered. Kline’s venerable Home Fragrances study covers the dynamic market of products that provide the home with scent and ambiance. Recording a compound annual growth rate (CAGR) of nearly 2.0% in the last five years, the market rises to $4.2 billion in 2017 as luxury brands remain market-movers and the candles category shines bright, driven by new product formats, ever-evolving artistic vessel designs, and wellness-inspired offerings. Double-digit gains are seen among brands like Voluspa, Chesapeake Bay Candle, Nest, Diptyque, WoodWick, Illume, and Paddywax, while HomeWorx, a new entrant created by home fragrance guru Harry Slatkin, finds success by connecting directly with consumers through the home shopping network QVC.Continue reading
Luxury players continue to win, moving the market forward with unique product designs and sophisticated fragrances. According to the recently published Home Fragrances: U.S. Market Analysis and Opportunities report, the mass trade class remains the key contributor of market sales while luxury players are expected to inch the segment out in 2017. Alternate channels of distribution, such as boutique beauty retail specialty stores, e-commerce, and person-to-person sales, account for nearly 45% of the market share, up from 35% just five years ago. Standout performers in these channels include Illume, Nest, and Diptyque.Continue reading
In 2014, the U.S. home fragrances market records its highest growth in the past five years, backed by luxury candles, which collectively post a very healthy gain. The solid performance of premium brands such as Diptyque, LAFCO, Nest, or Votivo helps this segment shine, also driving the overall market’s growth.
Recently released data from the 2014 edition of Kline’s Home Fragrances: U.S. Market Analysis and Opportunities report reveals that attractive packaging and scent are some of the major drivers behind this market’s growth, with most marketers focusing on these aspects more. Continue reading
As the traditional post-Thanksgiving shopping rush commences on Black Friday, the new tradition for many savvy shoppers is to rush to their laptops, tablets, or smartphone and shop away today, on Cyber Monday. Many consumers will have most likely received special shopping invitations in advance with a “save the date” to get online savings for their favorite candle, diffuser or home fragrance gift. This is good news for the home fragrance market, where e-commerce sales delivered a 26% increase last year, the most impressive growth for a mature market like this.Continue reading
The change of season is always a good opportunity to welcome new trends. This spring, we see a dichotomy of products, largely skewing toward either a playful, fun side or an elegant, sophisticated one.
In makeup, many spring collections turn to fun pastel and bright shades. Cover Girl introduces its Pastelicious collection, which features new pops of powder blue, green, and pink for spring. In nail salons, manicure shades turn to ice blue and bursts of yellow. In lip balms, EOS offers a limited-edition two pack of its Strawberry Sorbet and Passion Fruit Smooth Sphere lip balms, touted as “the perfect springtime gift.” For a fresh, simple look, shimmery nudes are featured in foundations and powders from multiple brands including Bobbi Brown and Maybelline. MAC’s website features “Altogether Peachy,” an online palette of fresh peaches in creamy, gleaming fan-favorite formulas for the lips and face.