How the pandemic ignited a celebrity candle craze

How the pandemic ignited a celebrity candle craze

In
the
first
few
days
of
2020,
it
wasn’t
COVID-19,
the
presidential
election
or
even
Megxit
that
dominated
the
news
cycle,
but
rather
a
candle
that

claimed
to
smell
like
Gwyneth
Paltrow’s
vagina
.


Priced
at
$75

and
scented
with
geranium,
citrusy
bergamot
and
cedar,
the
curiously
named
Goop
product
— which
“started
as
a
joke,”
the
company
said
— lit
up
social
media
and
was
mostly
met
with
mockery.
And
then,
it
sold
out.

As
it
happens,
Paltrow
was
ahead
of
the
sweet-smelling
curve.
As
COVID-19
swept
the
globe
and
forced
us
indoors,
both

Kim
Kardashian

and

Kylie
Jenner

added
new
candles
to
their
existing
beauty
brands.

October
saw
the
birth
of
a
new
home
fragrance
brand
from
an
unlikely
star:
octogenarian
“Silence
of
the
Lambs”
actor
Anthony
Hopkins,
who

showed
off
his
candles
and
diffusers

on
Instagram
in
between
his
usual
painting,
piano-playing
and
flower-pruning
posts.

Candles from Kim Kardashian's KKW Fragrance.
Candles
from
Kim
Kardashian’s
KKW
Fragrance.

KKW
Fragrance

Pop
superstars
are
getting
in
on
the
trend,
too.
Following
the
release
of
Taylor
Swift’s
surprise
albums
“Folklore”
and
“Evermore,”
the
Grammy
winner

added
woodsy
votives

inspired
by
her
new
music
to
her
merch
store.

Alicia
Keys’
“soulcare”
line
launched
in
December
,
featuring
a

sage
and
oat
milk
candle

with
a
scent
as
comforting
as
her
velvety
voice.

To
be
sure,
celebrities
venturing
into
fragrance
is
nothing
new;
back
in
the
2000s,
it
was
tough
to
name
a
pop
star
who

hadn’t

hawked
her
own.
Britney
Spears,
Paris
Hilton
and
Jennifer
Lopez

all
currently
oversee
billion-dollar
perfume
businesses
,
while
Rihanna,
Beyoncé,
Sarah
Jessica
Parker
and
Jennifer
Aniston
are
among
the
many
others
who
have
launched
self-branded
scents.

Alicia Keys with her Keys Soulcare candle.
Alicia
Keys
with
her
Keys
Soulcare
candle.

Keys
Soulcare

And

Drake’s
Better
World
Fragrance
House

— whose
star
scent
Carby
Musk
“actually
smells
like
Drake,”
according
to
the
product
description

is
already
shaping
up
to
be
2021’s
hottest
celebrity
brand
launch.

But
in
an
age
where
evenings
are
spent
curled
up
on
the
couch
instead
of
out
on
the
town,
it
makes
sense
that
candles
would
take
over
the
humble
eau
de
toilette’s
turf.

According
to

NPD
Group’s
2020
report
on
fragrance
consumers
,
49%
of
scent
shoppers
wore
their
favorite
fragrances
less
often
last
year,
as
a
result
of
lifestyle
changes
related
to
the
pandemic.
But
a
whopping
85%
report
using
home
scents
in
the
same
time
period,
with
candles
as
the
most-used
example.

“I
think
everybody
in
our
company
feels
really
blessed
to
be
able
to
work
on
a
product
that
seems
to
bring
people
a
lot
of
joy
and
comfort
right
now,”

Boy
Smells

co-founder
Matthew
Herman
told
Page
Six
Style.

His
buzzy,
“hyper-inclusive”
candle
and
intimates
brand

whose
direct-to-consumer
sales
increased
by
approximately
1,000%
in
2020

was
among
the
first
to
team
up
with
a
celeb
on
a
special
scent.
Last
February,
Boy
Smells

partnered
with
Kacey
Musgraves
on
“Slow
Burn,”

a

rose
gold-hued
votive

named
after
the
track
from
the
country
singer’s
Grammy-winning
“Golden
Hour”
album.

Kacey Musgraves and her "Slow Burn" candle for Boy Smells.
Kacey
Musgraves
and
her
“Slow
Burn”
candle
for
Boy
Smells.

Emil
Cohen/Boy
Smells

“I
think
we
bought
5,000
for
the
first
production
run,
and
they
sold
out
in
30
minutes,”
Herman
recalled.
“Now,
we’ve
made
something
like
90,000.”

Musgraves
initiated
the
idea
of
a
collaboration
when
she
direct-messaged
the
brand
on
Instagram,
Herman
said,
adding
that
her
progressive
values
and
vocal
support
of
the
LGBTQ+
community
made
the
partnership
a
no-brainer.

The
musician
was
heavily
involved
in
every
aspect
of
the
candle’s
creation,
from
visiting
fragrance
houses
to
personally
penning
a
poem
for
the
marketing
materials.
Herman
said
this
sort
of
hands-on
involvement
is
key
when
it
comes
to
a
successful
celebrity
team-up.

“You
can
really
tell
when
someone’s
just
slapping
their
name
on
something,”
he
explained.
“I’m
glad
that
we
did
one
that
feels
really
genuine
and
authentic
to
our
brand
and
that
happened
naturally,
and
we
would
definitely
be
open
to
doing
another
one
in
the
future.”

In
other
words,
don’t
expect
this
hot
trend
to
flicker
out
anytime
soon.


Source : Elana Fishman Link

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