Latest news with #SpicedPumpkin
Miami Herald
2 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.
The Irish Sun
3 days ago
- Entertainment
- The Irish Sun
Fabulosa launches new £1 cleaning range that screams autumn – and shoppers are set to love it for cosy season
SHOPPERS are going wild for a bargain cleaning brand's new cleaning range that leaves your home smelling amazingly sweet and spicy. 2 The new range has hit shelves and only costs £1 Credit: FABULOSA 2 Shoppers are set to love it for the cosy autumn season Credit: FABULOSA And they are now racing to their nearest The Range store to get their hands on their new collection of delicious fragrances. But the best thing about it is that their latest range only costs £1. With autumn fast approaching, the fragrance-led home and lifestyle brand has its sights set on the upcoming season. And its latest release shows how dedicated the team are to getting everyone in the mood for the cosy season. READ MORE FABULOUS Fabulosa is set to awaken homeowners' senses with a highly anticipated trio of indulgent pumpkin-inspired creations. Bosses revealed they harvested some of the juiciest fruits to create their new succulent selection of scents. Our exciting new trio of Pumpkin-inspired fragrances are set to steal the spotlight this season. Adam Burnett Fabulosa's Global Brand Director And fans are already rushing to get their hands on it so they can drench their homes with squeaky clean, divine fragrances. While each of the scents is different, they each have a cosy array of citrus notes, aromatic bursts of cinnamon and nutmeg, and hints of vanilla. Most read in Fabulous The new Pumpkin Collection has been specially developed and is promised to offer a warm embrace. And bosses say it is inspired by one of the world's most popular, comforting scents. Cleaning fans race to B&M after spotting two new Fabulosa scents that they 'need' The trio of indulgent new aromas have each been specially developed by the brand's team of expert scentmakers to invigorate the senses and encourage homeowners to adore their chores. Cleaning fans can expect a rich, spicy scent from the Spiced Pumpkin fragrance, combining top notes of pumpkin, nutmeg, citrus notes and orange. But at its heart lies a warm embrace of cinnamon and clove, resting on a delectable base of vanilla, brown sugar and indulgent cake. For those who love a pumpkin-spiced latte in autumn time, Perfect Pumpkin will be tough to beat. There's something so comforting about its nostalgic scent, which brings back childhood memories Adam Burnett Fabulosa's Global Brand Director This smells exactly like the favourite flavoured hot drink, opening with citrus orange and spicy nutmeg notes. It then leads onto a heart of spiced clove and cinnamon, before finishing on a dreamy base of creamy coconut, tonka bean and vanilla. While the Honey Pumpkin is perfect for those of us who love the smell of something sweet. This is more like a fresh pumpkin squash fragrance that begins with crisp green top notes and unfolds into a pumpkin heart. But it then settles on a warm base of creamy vanilla and woods. The three new scents will be available in 750ml Multi-Purpose Cleaners, one litre Floor Cleaner, and 500ml Concentrated Multi-Purpose Cleaner. And it can be picked up in Heron and B&M stores from just £1. Adam Burnett, Fabulosa's Global Brand Director, said: 'Our exciting new trio of Pumpkin-inspired fragrances are set to steal the spotlight this season. "Year upon year, pumpkin becomes a true trend-setter; there's something so comforting about its nostalgic scent, which brings back childhood memories. 'Here at Fabulosa, our mission is to provide our loyal customers with the most sought-after seasonal scents, all while keeping them at affordable price points. "Keeping our eye on trends, we are proud to constantly elevate the household fragrance sector with an ever-expanding range of scents to appeal to everyone.' Fabulosa recommends that customers always read the label and full product instructions before use. 15 Cleaning Hacks That Will Blow Your Mind Here are some tips to help you clean your home like a pro: How to clean your washing machine in a few easy steps Keep on top of cleaning your oven regularly Clean your shower to ensure it's always sparkling How to clean your microwave using cheap household items Here's how to get rid of that nasty limescale in your kettle You're cleaning your carpet all wrong - here's how to get it spotless again in no time Unblock a toilet without a plunger Clean your fabric or leather sofa in a few easy steps If you haven't Steps to cleaning your dishwasher to leave it looking brand new This is how to clean mirrors and windows without streaking Keep your toilet clean in four easy steps Give your TV screen a once-over Did you know your Venetian, Roman, vertical, or roller blinds also need cleaning? Deep-clean your fridge in five simple steps
