Chloe Adams
Candles and oils are considered a category of home fragrance products, which also includes wax melts, reed diffusers, room sprays, and incense. The fragrance is the most important characteristic when it comes to candle purchases, with consumers increasingly using candles as a home décor item and for aromatherapy. The IFRA, or the International Fragrance Association, sets the standards for the amount of fragrance that can be used in candles and other scented products. Candles are also considered cosmetics and must follow specific laws and standards for labelling, which vary across states and countries.
| Characteristics | Values |
|---|---|
| Scents | Earthy, fruity, clean & fresh, food, floral, masculine, woody, citrus, oriental, exotic, sensual, etc. |
| Scent effect | Scents can evoke emotions and feelings, transform spaces, and trigger memories. |
| Price | Votives cost around $1.99, while large pillar or jar candles cost around $35. Impactfully scented candles in beautiful containers can cost $200 or more. |
| IFRA category | 12 |
| FDA category | Cosmetics |
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Fragrance oils
There are two main types of fragrance oil: synthetic and natural. Synthetic fragrance oils are created in a lab from artificial chemical components not found in nature. They are often used in commercial products because they hold their fragrance for longer than natural fragrances. However, they can be composed of many chemical ingredients, so they may not be suitable for those with skin or fragrance sensitivities. Natural fragrance oils, on the other hand, are made by isolating naturally derived fragrance components from complex scents, such as limonene from lemons or vanillin from vanilla beans. These are a better option for those with sensitive skin or fragrance allergies.
When creating scented candles, it is important to consider the target audience and choose scents that will appeal to them. For example, masculine scents like campfire smoke or cedar bark and spice might be more appealing to men, while floral scents are typically associated with femininity. Earthy scents like lavender are calming and relaxing, while citrus scents like grapefruit are energizing and uplifting. Mixing fragrance oils can create unique and complex scents, adding depth and personality to a candle line.
The scent of a candle is one of the most important factors influencing consumer purchases, and the name given to a candle can also play a powerful role in evoking memories and emotions that encourage buying. Testing the "cold throw," or the scent of the candle before it is burned, and the "hot throw," the scent as it burns, are important steps in developing a fragrant candle.
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Scent categories
Scent is the most important characteristic when it comes to purchasing a candle, with three-fourths of candle buyers considering it "extremely important" or "very important". The International Fragrance Association (IFRA) sets the standards for how much fragrance can be used in candles and other scented products.
There are six common scent groups that are popular among candle buyers: earthy, fruity, clean and fresh, food, floral, and masculine. An earthy scent group may include fragrances such as Palo Santo, Citrus and Sage, River Stone, Patchouli, Nag Champa, and Lavender. Woody fragrances, such as sandalwood, cedarwood, and oud, are often considered masculine and are popular in the fall. Citrus scents, like mandarin and grapefruit, are fresh and energizing. Oriental scents, such as vanilla, incense, and resins like amber, are exotic and sensual. Floral scents, like rose, are often considered feminine.
When creating a candle collection, it is important to consider the target audience and their preferences. For example, if the target audience is men, woodsy, musky, and masculine scents may be more appealing than soft floral fragrances. During the holiday season, customers often look for candles that evoke memories of past holidays, such as pine, spiced cranberry, or gingerbread.
Candle makers can also create unique and signature scents by mixing different fragrance oils. This allows for a distinctive collection that stands out from the competition and keeps customers coming back for more.
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Candle shapes and sizes
Candles come in a wide variety of shapes and sizes. The different types of candles include tapers, votives, pillars, tealights, container and jar candles, floating candles, liturgical candles, outdoor candles, novelty candles, utility candles, and birthday candles.
Taper candles are long and slender, gradually narrowing toward the top, giving them a delicate and sophisticated appearance. They are often hand-strung and dipped multiple times to achieve the desired size and shape.
Votives and tealights are both small candles that sit in special holders. Votives resemble miniature pillar candles and are placed in glass holders, while tealights are tiny wax cylinders in disposable cups.
Pillar candles are characterised by their wide base and body, allowing them to stand securely on a flat surface or in a bowl. They can be used as statement pieces or focal points in a room and are commonly used at wedding receptions and festive events.
Container and jar candles are currently the most popular types of candles with American consumers. These candles typically come in attractive containers or elaborate boxes and can range in price from $200 to $35 or more.
Floating candles are unique in that they are made from special wax ingredients that allow them to float on the surface of the water. They are usually cylindrical or oval-shaped and can add a whimsical touch to a vase, bowl, or even a koi pond.
Birthday candles and novelty candles also have their own unique shapes and sizes, adding a fun element to any celebration.
When choosing the right candle size, consider the intended use and the space where it will be placed. Small candles (3 to 4 inches high) are perfect for intimate settings or clustered together to create a warm and inviting ambiance. Medium-sized candles (5 to 6 inches high) offer a versatile option that can stand alone or be combined with other candles for a mixed-height arrangement. Large candles (7.5 to 10 inches high) are designed to make a statement and are best suited for spacious rooms or grand entryways.
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Candle sales
The retail price of a candle generally ranges from approximately $1.99 for a votive to $35 for a large pillar or jar candle. Impactfully scented candles in exceptionally beautiful containers and elaborate boxes can be $200 or more. According to the National Candle Association, 35% of candle sales occur during the Christmas/Holiday season. At Christmas time, customers will be looking for candles that summon memories of past holidays, like pine, cypress, fig, spiced cranberry, and gingerbread. It is also the time for giving gifts. You can upsell your candle line by creating a holiday candle gift set that incorporates two or more of your most popular seasonal scents.
When choosing the scents for your candle collection, it is important to explore who your customers are and what types of smells appeal to them. For example, if you are targeting men, you would not use soft floral scents in your line. Instead, opt for candles that smell woodsy, musky, and masculine, like campfire smoke, cedar bark and spice, or bourbon. If you are targeting a group of people interested in living a more natural lifestyle, go for more earthy scents. There are six common scent groups that are popular among candle buyers: earthy, fruity, clean and fresh, food, floral, and masculine. When you do not have a specific group in mind, it is a good idea to offer something from each of the common scent groups. The more scent groups you cover, the more likely you will have something for every customer.
Popular oils include bergamot essential oil, vitality essential oil blend, and sandalwood fragrance oil. You can also mix your own fragrances to give your collection depth and personality and to keep your customers coming back for more. Start simple by choosing only two oils to mix, and when you get the hang of it, you can start mixing three or more fragrances to create more complex scents.
In addition to scent, other important factors affecting candle sales include colour, cost, and shape. Container and jar candles are currently the most popular types of candles with American consumers. Candles are considered cosmetics and have their own set of key laws and standards for candle labelling. To stay in compliance with industry standards, it is important to understand the relevant regulations and requirements.
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Candle labelling
Regulatory Compliance
In the United States, the Fair Packaging and Labeling Act (FPLA) sets the standards for candle labelling. The Federal Trade Commission (FTC) focuses on preventing deceptive advertising and ensuring accurate labelling, while the Consumer Product Safety Commission (CPSA) enforces safety standards, including proper warnings and instructions. For candles exported to the European Union, compliance with the European Committee for Standardization (CEN) standards is necessary. In the United Kingdom, the Office for Product Safety and Standards (OPSS) regulates candle labelling, while in Canada, the Competition Bureau and Health Canada oversee labelling regulations, requiring bilingual (English and French) information.
Primary Label Requirements
The FPLA dictates that candles must have a primary label on the outer packaging or the product itself. This label should include the statement of identity (indicating what the product is), net weight (weight of wax, fragrance, and any dyes), and manufacturer identification (name and address). While not required by the FPLA, it is recommended to include the type of wax, scent name, main fragrance notes, and average burn time, as this helps shoppers make informed decisions.
Safety Warnings
Safety labels are not legally required but are highly recommended and expected by most candle shoppers. These labels include hazard descriptions, instructions, and candle fire safety rules, such as "Burning within sight," "Keep away from combustibles," and "Keep away from children." Including safety information demonstrates your commitment to your customers' well-being and helps prevent accidents.
Label Design
The design of your candle label should reflect your brand's aesthetic while ensuring clarity and legibility. Choose a label shape that fits well with your logo and effectively utilises space. Use clear and legible fonts that are sized for easy readability, avoiding overly decorative styles that may be difficult to decipher. Stay updated with the latest labelling regulations in your target markets to ensure compliance and avoid fines or product recalls.
Additional Considerations
In addition to the standard requirements, you may want to include information such as ingredients (especially if natural or organic), which can be a selling point and important for customers with allergies. You can also highlight unique selling points, such as "100% Soy Wax" or "Made with Essential Oils." Don't forget to include your brand or business name and location, as this may be the customer's first encounter with your company.
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Frequently asked questions
The International Fragrance Association (IFRA) categorizes candles and other home fragrance products like wax melts under Category 12. Previously, candles were categorized under Category 11.
Popular candle scent categories include earthy, fruity, clean and fresh, food, floral, and masculine.
Earthy scents include Palo Santo, Citrus and Sage, River Stone, and Patchouli. Floral scents include rose and jasmine. Masculine scents include Campfire Smoke, Cedar Bark & Spice, and Bourbon.
Fragrance is the most important factor impacting candle sales, with three-fourths of candle buyers considering it "extremely important" or "very important". Other important factors include color, cost, and shape.
