Ben Carter
Launching a candle business can be challenging, with many people leaving the craft due to the difficulties in making a business-worthy candle. Before launching, it's important to test different recipes and make corrections to ensure the candle performs well and burns safely. The \84 Candle Rule\ suggests creating a large number of candles and giving most of them away to focus on learning how to make good, safe products. Testing different waxes and candle types can help you understand the nuances of the craft and find your favourite combinations. Additionally, creating a significant number of candles helps you understand the time and equipment required for bulk production. Marketing your launch is also crucial, with social media presence and consistent branding playing a vital role in building hype and a following before the official release.
How many candles should I launch with?
| Characteristics | Values |
|---|---|
| Number of candles | 80-85 |
| Purpose | Give away to show off your future business, promote your launch, and spread the word |
| Cost | $150-200 to test the market (wax, wicks, varieties) |
| Testing | Test different waxes and candle types to understand the nuances of the craft |
| Marketing | Use quality photos and descriptions, especially if selling online. Build hype on social media with consistent fonts and colour palette |
| Compliance | Ensure labels are in compliance with legal requirements |
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What You'll Learn
- The 84 Candle Rule: Make 84 candles to learn about candle-making and give them away to learn about your product
- Testing fragrances: Test fragrances in wax to understand how they perform in candles
- Marketing: Use quality photos and descriptions to sell your product, especially online
- Consistency: Keep a consistent look for your social media posts to build a brand identity
- Compliance: Ensure your candle labels are in compliance with EU requirements
The 84 Candle Rule: Make 84 candles to learn about candle-making and give them away to learn about your product
The 84 Candle Rule is a simple yet powerful guideline for aspiring candle makers. It encourages makers to focus on honing their skills before worrying about sales and profits. The rule states that before starting a candle business, create 84 candles and give most of them away. This lets you focus on learning how to make good, safe products without the distractions of starting a business.
The number 84 is not arbitrary. It provides ample opportunity to master the process of candle-making. Each candle created offers valuable lessons. It also allows you to prioritize craft skills. Instead of chasing sales, you can concentrate on perfecting your craft. Learn how to manage temperatures, achieve consistent results, and source high-quality supplies.
Making 84 candles will also help you learn how to source supplies. Candle-making kits don't come with many supplies, so creating 84 candles forces you to learn how to find and purchase wax, fragrance, wicks, and other items. You will need to learn how to locate and buy supplies, whether candle-making remains a hobby or becomes a business. If you have a local candle supplies store, in-person pickup will always be less expensive.
The 84 Candle Rule is a valuable framework, but it's not a strict rule. It's a recommendation to help you focus on the craft of candle-making. Some may find they need more or fewer candles to feel truly confident. The most important aspect is to prioritize learning and skill development. Embrace the journey, enjoy the process, and let your passion for candle-making shine through!
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Testing fragrances: Test fragrances in wax to understand how they perform in candles
Testing fragrances in wax is crucial to understanding how your final product will perform. The scent of a fragrance oil in its pure, concentrated form can be very different from its scent when blended with wax. Testing fragrances in wax can also help you identify the best wick for each blend. Here are some tips for testing fragrances in wax:
Test Fragrances in Small Batches
Testing small batches of wax, such as wax melts or test strips, can give you an idea of how the fragrance will perform in your final product without wasting too much product. This is especially important when testing multiple fragrances. It is also a good idea to use the same wax type, wick size, and fragrance concentration for all your tests to control variables and gather meaningful data.
Cure Your Wax Melts or Candles
Allow your wax melts or candles to cure for at least 10 to 14 days before testing. This gives the fragrance time to fully integrate with the wax, revealing its true character. During this time, the fragrance can develop and transform, so it is important to be patient and give the fragrance a chance to show its true scent.
Test in Different Settings
Put your wax melts or candles through their paces in different settings to see how the scent performs under various conditions. Test them in small and large rooms, with and without drafts. Don't rely solely on your own sense of smell; get feedback from a small group of trusted testers. Different people may pick up on different notes, providing a well-rounded view of the fragrance's performance.
Compare with Similar Fragrances on the Market
If possible, compare your fragrance with similar ones on the market. Understanding how your scent stacks up against the competition can provide valuable insights that help you fine-tune your product. Keep a testing journal to record your observations, feedback from testers, and any adjustments you make.
Test for Safety and Performance
In addition to fragrance performance, it is crucial to test for safety. Some fragrances, especially those containing essential oils, citrus oils, or herbal oils, can produce an off-putting diesel or camphor-like smell when burned or even be toxic. Perform safety tests with your chosen wax blend and container to determine which wicks work best and identify any potential issues.
By following these tips and testing your fragrances in wax, you can make well-informed decisions and create candles that deliver the best possible experience to your customers.
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Marketing: Use quality photos and descriptions to sell your product, especially online
When launching a candle business, it is recommended to follow the 84 Candle Rule, which suggests creating a large number of candles and giving most of them away. This allows you to focus on learning how to make good, safe products without the pressure of starting a business. Testing different waxes, candle types, and fragrances is crucial to understanding the craft and refining your product.
Now, let's discuss marketing your candles effectively, especially online:
Quality Photos:
When it comes to selling products online, presentation is key. High-quality, professional-looking images can significantly enhance your store's visual appeal and help you stand out in a crowded market. While hiring a professional photographer is ideal, it may not be feasible for all businesses. Fortunately, DIY product photography can still produce impressive results. Consider investing in a DSLR camera, tripods, and editing software to create crisp, focused, and versatile images that showcase your candles from different angles and positions. Utilize lighting techniques, such as reflectors and white bounce cards, to ensure your product is well-lit without unwanted glare or reflections.
Compelling Descriptions:
A great product description can make or break a sale. Focus on writing engaging, persuasive, and SEO-friendly content. Avoid vague or generic phrases like "high quality" or "great for any occasion." Instead, use specific and compelling language that highlights the unique features and benefits of your candles. For example, rather than simply listing scent notes, help your customers imagine the world and feelings associated with burning your candle. Include important attributes such as size, materials used, features, and price. Keep sentences short, conversational, and easy to read, utilizing bullet points and bolded key phrases to highlight essential selling points.
Building Hype and Consistency:
Before launching your candles, build excitement through your social media presence. Maintain a consistent look across your social media posts by sticking to a specific color palette and 2-3 fonts. Utilize platforms like Canva Pro to easily create visually appealing social media content. Regularly engage with your followers to keep them interested and involved. Ensure that your product descriptions and visuals align, creating a cohesive brand image that showcases your candles in the best light.
Remember, quality photos and descriptions are crucial for selling your candles, especially in the competitive online market. By investing time and effort into these aspects, you'll be able to effectively showcase your product's unique features and benefits, increasing your chances of success in the world of candle-making entrepreneurship.
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Consistency: Keep a consistent look for your social media posts to build a brand identity
Consistency is key when it comes to building a brand identity through your social media posts. Here are some tips to keep in mind:
Visual Consistency:
- Fonts and Colour Palette: Choose 2-3 fonts and a colour palette that align with your brand's aesthetic and stick to them across all your social media posts. This creates a cohesive look that makes your brand easily recognisable.
- Vinyl Backgrounds: Consider investing in vinyl backgrounds to achieve clean and consistent product photography. This ensures that your candles remain the focal point of your images, free from distractions.
- Canva Pro: Utilise the features of Canva Pro to efficiently create social media posts with your chosen fonts, colours, and backgrounds.
Content Consistency:
- Product Copy: Craft compelling descriptions that go beyond listing scent notes. Evoke the emotions and experiences your candles offer. Transport your audience to the world you're building for them.
- Daily Presence: Maintain a regular touchpoint with your audience by being present on your social media platforms daily. Engage with your followers and build anticipation for your upcoming launches.
- Hype and Anticipation: Before launching a new candle, create a buzz around it. Consistently showcase its unique attributes and how it differs from your existing offerings.
An example of a social media post for a candle business, incorporating the above suggestions, might include:
"Immerse yourself in the enchanting world of our newest candle collection, 'Whispers of the Wind'. With every flicker of the wick, let the delicate dance of citrus and floral notes sweep you off your feet. Imagine yourself in a sun-drenched meadow, the warm breeze carrying whispers of sweet orange and blooming jasmine. Our candles are carefully crafted to take you on an olfactory journey, transforming your space into a sanctuary of scent. #CandleVibes #WhispersOfTheWind #CraftedWithCare"
Remember, consistency in your social media posts fosters brand recognition and helps establish a strong brand identity. By presenting a unified visual and verbal narrative, you create a sense of familiarity and trust with your audience, making your brand memorable and engaging.
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Compliance: Ensure your candle labels are in compliance with EU requirements
When launching a candle business, it is recommended to start by making 80-85 candles to give away. This will help you understand the process of making candles in bulk, the time spent on each candle, and the equipment you need. This is known as the 84 Candle Rule.
Now, if you want to ensure your candle labels are in compliance with EU requirements, there are several things you need to do:
Firstly, you must ensure that your candles do not contain substances restricted by REACH (Registration, Evaluation, Authorisation, and Restriction of Chemicals). To do this, arrange for lab tests to be conducted by companies such as SGS, QIMA, and Intertek, which offer REACH compliance tests.
Secondly, your labels must comply with the Classification, Labelling, and Packaging (CLP) Regulation. This regulation ensures that products containing hazardous substances can be transported without restriction within the EU and that human health and the environment are protected. CLP-compliant labels must include specific information, such as the type of product, where it was made, and who made it. The label must also be visible when the product is at rest in a normal position and written in the language of the country where the candle is being sold.
Additionally, you should be aware of specific standards and regulations for candle safety in the EU. These include EN 15493, which provides specifications for the fire safety of indoor candles, and EN 15494, which specifies labelling information for indoor candle safety and the requirements for displaying safety information. EN 17616 and EN 17617 provide similar specifications and information for outdoor candles.
Finally, ensure that your product packaging materials comply with EU directives. For example, Directive 94/62/EC restricts the use of heavy metals such as lead, mercury, and cadmium in packaging materials, including printing inks.
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Frequently asked questions
Most sources recommend starting with 80-85 candles to give away before launching your business. This allows you to show off your product, promote your launch, and spread the word. It also helps you to understand the time and equipment required for making candles in bulk.
The 84 Candle Rule says that before you start a candle business, create a lot of candles and give almost all of them away. This lets you focus on learning how to make good, safe products without the distractions of running a business.
It is important to ensure that you have taken the necessary steps to open, run, and operate your business legally. This includes deciding on a company structure and registering your business with the appropriate federal and state authorities. You should also make sure your labels are in compliance with relevant requirements.
Candle making entrepreneurship has extremely high failure rates, so it is important to understand the craft before launching your business. Test out different waxes and candle types to understand the differences between them and find what works best for you. You should also invest time in building an online presence and creating effective product copy to help sell your product.
