Brands are turning to candles as a new form of beauty and haircare treatments
Trend - The popularity of the massage candle is growing and even expanding in other categories—such as hair care. By embracing this format, beauty brands have the opportunity to entice consumers with novel treatments, paired with aromatherapy.
Insight - Since individuals are faced with fast-paced lifestyles that can increase their stress levels and be detrimental to their health, many are looking for substantial ways to rest and relax. In this space, taking care of the mind and body is of the utmost importance to contemporary consumers who are taking cues from the wellness movement. When satisfied in this category, individuals feel fully recharged and motivated to keep going.
Insight - Since individuals are faced with fast-paced lifestyles that can increase their stress levels and be detrimental to their health, many are looking for substantial ways to rest and relax. In this space, taking care of the mind and body is of the utmost importance to contemporary consumers who are taking cues from the wellness movement. When satisfied in this category, individuals feel fully recharged and motivated to keep going.
Workshop Question - Conceptualize an unexpected hybrid product that could benefit your target demographic.
Trend Themes
1. Aromatherapy Candle Treatments - Beauty brands have the opportunity to entice consumers with novel treatments, paired with aromatherapy.
2. Multi-functional Massage Candles - The popularity of the massage candle is growing and expanding in other categories.
3. At-home Spa Gift Sets - Gift sets containing candles and skincare products provide nourishing and affordable options for consumers.
Industry Implications
1. Beauty and Personal Care - Companies in this industry can explore novel ways to create multi-functional beauty products that cater to the growing wellness trend.
2. Home Decor and Fragrance - Companies in this industry can expand their offerings to include functional candles that serve as skincare treatments and aromatherapy aids.
3. Wellness and Spa - Companies in this industry can provide consumers with affordable and accessible options for at-home spa treatments.
