Latest news with #Candle
Miami Herald
5 days ago
- Business
- Miami Herald
Iconic scent brand Yankee Candle reinvents itself amid declining sales
Yankee Candle is rebranding its candles with a new logo and wax will work with influencers to attract younger, premium Candle has been struggling with declining sales in the crowded space. Yankee Candle is working to rebrand its portfolio to avoid being forgotten. Many of us have probably walked by a display in a big store like Target and been met with a strong scent of either nostalgia or disgust. Strongly scented candles, specifically those on end cap displays, are often strategically placed for customers to pick up, smell, and get transported back to a fond memory. Perhaps no company does this better than Yankee Candle. The South Deerfield, Mass.-based candle company is known for its iconic scents like Pink Sands, Macintosh, and Spiced Pumpkin. But it's been having a hard time converting its strong scents into strong sales. Image source: Shutterstock Some customers have complained that Yankee Candle strayed away from its core offerings in recent years. Its inventive fragrances haven't translated directly into increased sales. Fragrance and skin care reviewer Drew Yauch explained in a July YouTube video analysis that the brand seemed to have lost its way over the past few years. "It's been a little rough. Weird fragrances, weird, conceptual-type fragrances, weird labels. No strength and throw. The list goes on," he said. "After they were purchased by Newell Brands, things got a little rocky," he added. "I don't think they saw a clear vision of who Yankee Candle really is. And the customers made them very aware of that." Yankee Candle was bought by Newell Brands for $13.2 billion in 2015. In July 2025, Yankee Candle will rebrand its candle line. "The best just got better," Yankee Candle writes of its relaunch, explaining that its new candles are getting packaging and scent upgrades. Some of the Yankee Candle changes include: Longer-lasting fragrance and better burnNew premium wax blend for increased throw (the industry term for scent payload)Reduced soot from burningImproved packaging and larger imagery The iconic glass jar and curved lid, however, are staying the same, as they are popular and decorative for many devoted customers. The new look is simply intended to focus more on the actual fragrance and accomodate modern aesthetic preferences. With the new retail rebrand, Yankee Candle will work with influencers to help target younger customers. By working with influencers, it plans to tell a story about candles being a lifestyle purchase. This makes sense for a company that sells scents like Midsummer's Night, White Strawberry Bellini, and Fresh Cut Roses. None of these fragrances are particularly explicit; instead, they sell a memory or feeling that Yankee Candle hopes to lean into. And there's a lot of revenue to capture. The candle market is worth over $4 billion, and customers aren't afraid to spend money on quality. The rebrand hopes to target shoppers who buy more expensive candles by mass premium brands like Diptyque (whose candles often retail for upwards of $100). Yankee Candle is also planning to capture enthusiasm for its brand by launching limited-edition candles and promotional events. In fiscal 2023, around 12% of sales came from company-owned stores or exclusive promotions. In 2025, however, that number is estimated to rise to 30-35% of sales. Yankee Candle is rethinking where it will target customers, too. "That may include changing locations from malls to outdoor shopping or lifestyle centers as leases expire," Modern Retail says. And some marketing analysts suggest we could see more Yankee Candle on online retailers, like Amazon, to help meet younger audiences where they're already shopping. In the end, Yankee Candle is hoping that small improvements will carry it to a new era without totally taking away from the nostalgia of an iconic brand. "Scent is still the hero. That never changed. What we needed was to reframe the experience around it," SVP and GM of home fragrance at Newell Brands said. "We simplified the packaging. We changed the label. We rethought the photography. But we didn't touch the juice." The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Daily Mirror
20-07-2025
- Lifestyle
- Daily Mirror
Pink and gold home, style and beauty picks from £5 that give a soft and romantic feel
Add a touch of romance to your space and style with these dreamy pink and gold homeware, fashion and beauty buys starting from £5 If you're in the mood to add a little romance and warmth to your space (and yourself), look no further than this week's edit of pink and gold finds. From dusky velvet textures to glints of glam gold, these home, style and beauty picks are all about soft, feel-good luxury, without going full maximalist on spending. Whether it's a chic drinks trolley to zhuzh up your living room, blush-toned shoes that feel just dressy enough, or a new floral spritz for your everyday, these pieces start from £4.99 and bring that dreamy, elegant touch to any corner of your life.... Arran Naturals Calm Candle, £35 Like a mini retreat in a jar, it blends soothing lavender, gentle chamomile and a whisper of vetiver to melt away stress and set a tranquil mood. Part of their Naturals range, it's made with up to 100% natural-origin ingredients and scented with essential oils and Scottish botanicals Next Gold Oval Drinks Trolley, £90 Serve up spontaneous drinks rounds in style with this glam gold trolley. It's got chic oval framing, mirror shelves that add serious style points, and smooth-rolling wheels so you can manoeuvre your mini bar wherever the party's at. Homesense Gold Cactus Salt & Pepper Shakers, £4.99 in stores Regular salt and pepper shakers? No thanks. We're elevating our dining tables with this gold cactus-themed duo that are bound ti be a hit at any dinner party. Oliver Bonas Flora Scalloped Dusty Pink Velvet Armchair, £495 Sink into full-on romance with this beautifully curved armchair that's dressed in plush, dusty-pink velvet and sits on beech legs tipped with gleaming gold steel caps. The scalloped shell-back wraps around you, offering both style and cosy support– ideal for curling up with a book or making a soft statement in your living room Joe Browns Sweet Serenade Slingback Shoes, £55 Slip into something softly elegant with these gold slingbacks that feel effortlessly chic. The unique braided design and square-buckle fastening add a luxe twist, while the low block heel keeps things comfortable enough for day‑to‑night & Other Stories Pink Noon EDT, £32 Light and dreamy, this EDT from & Other Stories opens with sparkling bergamot and juicy pear, melting into a heart of soft jasmine, tuberose and frangipani before settling into a cosy base of salted vanilla, musk and sandalwood. Delicious. Kiko Juicy Fizz Long Lasting Eyeshadow Stick, £12.99 Slide on effortlessly creamy, vibrant colour with this limited-edition KIKO Milano eyeshadow stick, clinically tested to give up to 24-hour, transfer-proof wear in just one swipe. Pour yourself a glass of this pale-pink, alcohol-free rosé and embrace all the lovely red berry freshness– think ripe strawberries with a zesty citrus lift and crisp, clean acidity.
Axios
17-06-2025
- Business
- Axios
Candle Media's Kevin Mayer eyes exits for Moonbug and other brands
Candle Media co-CEO Kevin Mayer said the Blackstone-backed media company plans to sell or IPO its individual brands rather than the overall company. Why it matters: The strategy marks a departure from Candle's original plan and exemplifies growth potential for diversified individual brands versus holding companies. What they're saying: "We had intended for Candle to be an integrated operating company with different audience verticals all approaching it in similar ways and it really hasn't happened," Mayer said at an Axios event on Tuesday in Cannes. "We're now more or less ... three independent companies now that are operating in different ways," Mayer said. Catch up quick: Candle's three core companies are Reese Witherspoon's Hello Sunshine, children's entertainment company Moonbug and social publisher ATTN. Zoom in: Moonbug, which creates and distributes "CoComelon" and "Blippi," could grow to become a bigger IP holding company, be acquired by an entertainment or tech company, or pursue an IPO. "It has the scale and the platform to extend itself to other audiences, older kids, teenagers. You can see taking the Moonbug model, YouTube-first and then multi-platform model, around that IP. We see that happening in a bunch of different verticals," Mayer said.
Daily Mirror
24-05-2025
- Lifestyle
- Daily Mirror
Home Bargains' 'perfect' £8 outdoor candle 'keeps bugs at bay'
Home Bargains shoppers 'need' the outdoor candle that's 'perfect' for cosy evenings Home Bargains has delighted shoppers with a "lovely" £8 candle that's "perfect" for "cosy evenings outside." The retailer says the Outdoor Edit Citronella Ceramic Candle Jar"adds style but also keeps pesky bugs at bay with its natural citronella scent." Highlighting the popular product on TikTok, a shopper named Lauren Wiffen (@ athomewlauren_) wrote: "I FINALLY found the viral 3 wick @Home Bargains candle!!! And I'm obsessed. Loving the citronella vibe - perfect garden accessories for hosting this summer, and such a bargain." In her video, she showcased the £7.99 candle in her garden, styling it on her table by placing it in a small tray. Viewers loved the finished look. A fan commented: "Love the set up, candle is perfect!" Another enthusiastic response read: "Ooo love." Home Bargains also shared the video on its Facebook page, and the "lovely" candle proved just as popular. A keen shopper tagged a friend, writing: "We need to make a trip." A similar response read: "This what I wanted today n forgot." Unfortunately, the candle isn't currently available on Home Bargains' website. However, shoppers can browse the four different colour options. The product description states: "Light up your outdoor space with The Outdoor Edit Citronella Ceramic Candle Jar! This chic, speckled ceramic jar not only adds style but also keeps pesky bugs at bay with its natural citronella scent—perfect for those cosy evenings outside." Shoppers can locate their nearest Home Bargains store here. Alternatively, there are other citronella candles available to shop online from the retailer. For instance, there's The Outdoor Edit Earthed Etched Citronella Candle for £4.99 and The Outdoor Edit Earthed Long Wooden Citronella Candle for £9.99. Similar products include the Citronella Tealights 24 Pack for £1.49 or The Outdoor Living Citronella Reed Diffuser 100ml for £2.49. Just like the candles, the diffuser is suitable for outdoor use. The product description states: "Transform your space with The Outdoor Living Citronella Reed Diffuser! This 100ml beauty not only fills the air with a refreshing citrusy scent but also helps keep pesky insects at bay, making it perfect for any indoor or outdoor setting." All the products are eligible for free saver delivery to customers who spend £100 on eligible items. Otherwise, a delivery fee will apply. Shoppers may prefer to browse the options available from different retailers. For example, Dunelm offers a selection of Citronella products at a similar price point. Options include the £10 Embossed Oval Citronella Multi Wick Outdoor Candle, the £6 Flower Citronella Multi Wick Outdoor Candle, and the £8 Shell Citronella Multi Wick Outdoor Candle. The product description for the Embossed Oval Citronella Multi Wick Outdoor Candle states: "This oval ceramic outdoor candle is a luxurious and sophisticated decorative piece, featuring an embossed leaf design. "The candle has multiple wicks to ensure a smooth, even burn, and is scented with citronella to help repel mosquitoes during the long summer evenings. The perfect companion to cast a warm, inviting glow in your outdoor space."
The Sun
02-05-2025
- Business
- The Sun
Aldi's sold-out White Company dupe candles are back in stock for just £4.99
ALDI is selling a White Company candle dupe for just £4.99, 78% cheaper than the designer version. The budget supermarket is constantly wowing shoppers with its diverse range of Specialbuys. 3 Shoppers are racing to Aldi to snap up their new candles Credit: Getty 3 The candles are a fraction of the price of the White Company's Credit: Aldi 3 The range also includes diffusers and room sprays Credit: Aldi From beauty dupes to garden gadgets, there's something for everyone, and this latest batch of treats is bound to leave shoppers wanting more. Aldi's sell-out home fragrance range returned to shelves on May 1st, and now includes diffuser refills and room sprays. The collection includes mouthwatering scents such as lavender, amber, and cashmere, which will make your home feel boujie on a budget. The supermarket said: "Aldi's middle aisle is set to be transformed into a relaxing haven, as the supermarket's sell-out home fragrances return with an expanded range." Some of the highlights from the range include three-wick candles, which are priced at £9.99 and burn for 100 hours. "The stylish three-wick candles fill homes with fresh, nature-inspired fragrances that evoke serenity all day long", Aldi said. Also available are reed diffusers (£9.99) which last for 28 days and refills, which are just £4.99, as well as room sprays (also £4.99). The three-wick candles and diffusers come in three different scents, Relax, Unwind and Revive. The range also includes the Quiet Luxury Ceramic Candle, which is a £4.99 alternative to the White Company's sold out Ceramic Candle, which is currently on sale for £37.50 This candle is available in two different scents, Cedarwood & Vetiver and Tuberose & Cashmere, and can burn for up to 35 hours. Aldi's Affordable Garden Gadgets: Potting Bench & More! The candles are part of Aldi's Specialbuys range, so will only be available whilst stocks last. The budget retailer has also just launched a Spa Candle for just £3.99- and its receiving rave reviews. The swanky scented candle, which has a 45-hour burn time, is £21 cheaper than Skye Candles' similar product, the Rose and Ambler Island Tumbler which costs £25. It also has a kaleidoscope of floral offerings, including Bergamot (a bougie orange,) Rose & Amber, Citrus, Lavender & Sandalwood or Jasmine, Neroli & Cedarwood. What are the best Aldi beauty dupes? ALDI has become well-known for its affordable beauty dupes that often rival high-end brands in terms of quality and effectiveness. Here are some of the best Aldi beauty dupes that have garnered rave reviews: Lacura Healthy Glow Exfoliating Tonic Dupe for: Pixi Glow Tonic Price: £3.99 (compared to Pixi's £18) Description: This exfoliating tonic contains glycolic acid and works to gently exfoliate and brighten the skin. It's a fantastic, budget-friendly alternative to the popular Pixi Glow Tonic. Lacura Q10 Renew Anti-Wrinkle Day Cream Dupe for: Nivea Q10 Plus Anti-Wrinkle Day Cream Price: £1.45 (compared to Nivea's £10) Lacura Caviar Illumination Day Cream Dupe for: La Prairie Skin Caviar Luxe Cream Price: £6.99 (compared to La Prairie's £292) Lacura Hot Cloth Cleanser Dupe for: Liz Earle Cleanse & Polish Hot Cloth Cleanser Price: £3.99 (compared to Liz Earle's £17.50) Lacura Snapshot Ready Foundation Primer Dupe for: Smashbox Photo Finish Foundation Primer Price: £5.99 (compared to Smashbox's £26) Lacura Miracle Cream Dupe for: Elizabeth Arden Eight Hour Cream Price: £3.99 (compared to Elizabeth Arden's £28) Lacura Ebony Rose Face Mask Dupe for: Fresh Rose Face Mask Price: £6.99 (compared to Fresh's £52) Lacura Charcoal Clearing Mudmask Dupe for: GlamGlow Supermud Clearing Treatment Price: £5.99 (compared to GlamGlow's £42) Lacura Velvet Touch Foundation Dupe for: Estée Lauder Double Wear Foundation Price: £5.99 (compared to Estée Lauder's £34) Lacura Tinted Lip Oils Dupe for: Rare Beauty Soft Pinch Tinted Oil Price: £3.99 (compared to Rare Beauty's £20) Contrastingly, Skye Candles' costlier alternative offers less choice and is only available in, you guessed it, Rose and Amber. Fans who flocked to the shops to nab one gave rave reviews. Amber wrote on Facebook: "I loved the Spa candle, its such a special buy a few times in the past." Janet wrote: 'Love my Aldi candles have a whole collection of them divine- no I've got a new one for my collection!' John wrote: 'Well Aldi I didn't expect this– full of surprises, just when it gets too hot for a bath, you never disappoint.'
