Friday Collective's Candles Infuse Daily Life with "Weekend Feels"
Laura McQuarrie — August 9, 2022 — Marketing
References: fridaycollective & prnewswire
Friday Collective is a new brand that's setting itself apart with scented candles that share uplifting, experience-driven fragrances. The candles boast bright colors and unusually inspiring combinations to help people experience more of the joy of the weekend in everyday life. Lisa McCarthy, President, Home Fragrance at Newell Brands, says "Traditionally we think about lighting a candle as a meditative act, a way to wind down. We wanted to rethink that and create candles that were energizing and uplifting."
The candles, made with a premium soy wax blend, are grouped into four "vibes" by scent profile: Let's Party, Lowkey Hype, Kickstart The Hustle and Joy of Missing Out. While Dance Mix captures the experience of a night out with notes of sparkling bubbly, lime, freesia and cran fizz, Late Nights tells a different story with lychee, rose, violet petals, and warm amber.
The candles, made with a premium soy wax blend, are grouped into four "vibes" by scent profile: Let's Party, Lowkey Hype, Kickstart The Hustle and Joy of Missing Out. While Dance Mix captures the experience of a night out with notes of sparkling bubbly, lime, freesia and cran fizz, Late Nights tells a different story with lychee, rose, violet petals, and warm amber.
Trend Themes
1. Experience-driven Candles - Offering experience-driven fragrances in candles disrupts traditional candle perception.
2. Candles for Energy - Creating candles for energy and productivity as opposed to relaxation opens opportunities for disruptive innovation.
3. Scent Profiling Candles - Grouping candles according to scent profiles creates a new market segmentation strategy for the candle industry.
Industry Implications
1. Home Fragrance - The new candle brand disrupts traditional home fragrance offerings with their experience-driven candles.
2. Aromatherapy - The uplifting and energizing qualities of these candles offer a new market avenue for aromatherapy.
3. Hospitality - Collaborating with hotels and hospitality brands to provide experience-driven candles as a room amenity presents a promising business opportunity.
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