The Candour of Candles

For centuries past, candles were our only source of light. There was something almost mystical and magical about using candles to illuminate your path as you walked, something we only see on television or in the movies these days. They were used for religious and cultural purposes as well. In recent times however, candle manufacturing has become a greatly profitable industry, even though they are no longer a necessity. As a candle fragrance manufacturer, your aim is to capture this multi-billion-dollar market with fragrances that appeal to the masses.  

 

Research shows that fragrance is the deciding factor in most candle sales and with over 10,000 scents to choose from, candle fragrance manufacturers have to select a certain niche market to target. For example, the brief should be clear on whether they are targeting men, women or both. They should know what the character of their scent is, is it earthy and deep or casual and natural? What type of notes are you looking to incorporate? Floral and fruity notes are usually quite popular with candles but some people do prefer oriental and sandalwood types. Is it meant to appeal to younger consumers or older ones?  

 

Naming your scent and candle is also an important factor to consider. The name should reflect the fragrance itself but also connect with and appeal to your targeted consumer. The name should not be too lengthy and it helps if it is something easy to remember and rolls off the tongue easily.  

Candle fragrance manufacturers should also be aware of the time of year for the launch of their new fragranced candles. Studies have shown that Christmas and the holiday season account for one third of all annual candle sales. Therefore, this would be an ideal time for the premiere of your brand new scent.  

Candle fragrance manufacturers also need to take into account the concept of scent throw which essentially means the strength of the fragrance used in a candle. This concept explains how the amount of scent added to a wax need to be balanced as too much will ultimately be wasted and end up costing you much more. Cheaper candles tend to have less than 6.25% fragrance oil. The type of wax used will usually dictate the recommended percentage of fragrance oil which is a great guide to follow .  

The fragrance oil is also at optimal consistency when it reaches a temperature of 85°C and combines with melted wax. Larger candles require multiple wicks while smaller ones can make do with just one.  

Candle fragrance manufacturers have the option of using straight paraffin wax or blended wax in their candles and the difference between the two can be tricky. Basically, straight paraffin wax is one which has not been mixed with additives. While this is the more cost-effective solution, it is also more time-consuming as it does not work with all fragrance oils and therefore tests and trials have to be performed. Blended waxes on the other hand contain additives which make them more consistent and save on testing time.  

The industry for candle fragrance manufacturers is not limited to just candles however. As will all products, the accessories to go with them sell equally well. Everything from candlestick holders, candle snuffers, lighters and matches are extremely popular items to purchase along with candles and can be an excellent side market to tap into. 

Conclusively, the candle making and selling industry is at all-time high and candle fragrance manufacturers are making smarter choices in terms of what consumers are looking for. While some consumers are fragrance enthusiasts and some buy them strictly for the aesthetics, we believe they will be around for a long time coming. While candles may no longer be needed as our primary sources of light, they add comfort, style and ambiance to any home and are loved by all.