Baxter of California Collaborates with Joya For Premium Home Fragrance Candle Series
Los Angeles, CA– Baxter of California, the premium men’s grooming line since 1965, expands into the home fragrance category with the introduction of “Flammable,” a series of three soy wax-based candles.
Produced in partnership with Joya, a trailblazer in the home fragrance design industry, with packaging design by international art director Marc Atlan, the candles will be available at lifestyle stores, apothecaries, grooming lounges, spas and online at baxterofcalifornia.com in June. Each nine-ounce luxury candle – Cassis Noir, Jasmin Noir, Tubereuse Noir – will be sold individually with a custom designed matchbox at a suggested retail price of $45 (burn time roughly 70 hours).
Why did Baxter want to launch into the candle category? “Our sophisticated consumers perceive Baxter as a lifestyle brand that already goes beyond basic grooming,” notes Jean-Pierre Mastey, president of Baxter of California. “We wanted to develop a product that can be showcased and utilized throughout the home and not a typical men’s novelty item, hence the idea for a premium candle.”
Jean-Pierre was intent on partnering with leaders in the candle and packaging design industries, so that “Flammable” would appeal to Baxter’s targeted male consumer without alienating women. “The fragrance blends are decidedly unexpected,” notes Joya founder and creative director Frederick Bouchardy. “Dark and mysterious floral scents paired with bright citrus encourage an unusual, striking take on how men should represent themselves in their environment.”
Marc, who has designed iconic packaging for Comme des Garçons, Helmut Lang and Yves Saint-Laurent, describes his design for “Flammable” as a “conceptual and chic understatement.” The glass is slightly old-fashioned and reminiscent of an expensive single malt lowball tumbler, which is extremely masculine. Graphic dots, echoing the glass dimples on the bottom of the vessel, are silk-screened all over the glass that are revealed as the black wax burns. With close attention to detail, Atlan added a grid pattern of dots that are embossed around the box. The under-designed running block of black foiled text becomes the cement that holds his blatantly irreverent text together.
About Baxter of California
Founded in 1965, Baxter of California was one of the first companies to seriously address men’s grooming needs. The company, headquartered in Southern California, strongly believes in product quality through a commitment to research and development. Its innovative products for men are available at lifestyle stores, apothecaries, grooming lounges and spas, online at baxterofcalifornia.com.
