Thanks to luxury brands wooing new customers and millennials taking home fragrance seriously, Gayle MacDonald reports that candles are having a moment
When Maison Birk decided recently to venture into the high-end candle market it hired London perfumer Lyn Harris to create a scent that celebrates the Canadian outdoors. She came up with a candle that has notes of pine, honey and smoky ember – an aroma instantly familiar to anyone who has spent time exploring our mountains, lakes and forests.
The key word here is accessible. Priced less than $100, it allows consumers who can’t spend hundreds on a signature piece of jewellery to treat others – or better yet themselves – to a bit of comfort with a touch of extravagance. “Most baby boomers tend to light candles when they’re entertaining … and then they blow them out and put them away for the next special occasion,” says Slatkin, whose candles, diffusers and body-care products are sold in Nordstrom, Neiman Marcus, Sephora and others.
“Our customers want their scented candles to slip seamlessly into their home’s decor,” Slatkin says. “It’s so prevalent in the millennial psyche they are fragrance ‘wardrobing’ in their homes by having a floral scent in one room, a citrus in another and an exotic-spicy scent in another. They are very savvy and serious when it comes to home fragrance.”
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