Summer 2013

It’s Beginning to Smell a Lot Like Christmas… By Haley Shapley

Trend Report

“Fragrance trends change, as do color trends change—both driven by the emotions of people in response to social, economic, and world stimuli,” says Deborah Ward, CEO at Natures Garden, which offers wholesale candle-making supplies. “While there will always be the staple holiday scents—cinnamon, bayberry, orange/clove, pine, gingerbread—holiday trends in fragrance take into consideration the feelings of people, the colors that are popular, and the décor that is popular. Taking this into account, candlemakers can choose popular fragrance notes that embody the trend elements and complement them with staple holiday notes.”

Here are three trends Ward has identified for fall and winter 2013/2014:

Lighthearted Fun & Folly

The idea of lighthearted fun, madness, and total enjoyment of life and all it has to offer. Fragrance notes associated with this trend are red berries and plums with rich, warm, heavy notes; peppermint swirls with marshmallow fluff; and multicolored ribbon candy.

Down-Home Country

The popularity of reality TV show Duck Dynasty influences this trend, which has the feel of Southern cooking, the backwoods, family values, and an endless pitcher of tea. Associated fragrance notes are rich, woodsy, and Southern sweet potatoes with hints of spice.

Simple Indulgences

This is all about combining simple and sophisticated notes to create a fresh and refined familiar scent with an unexpected, robust twist. Ideas are caramelized crimson pear, sangria spice, mandarin thyme, and pumpkin roll.

Haley Shapley

Haley Shapley is a Seattle-based freelance writer who 
specializes in retail, travel and health topics. Learn more at www.haleyshapley.com.