Luxury candles have become one of the hottest home gifting products in North America and Europe. Because of their home decor and scent appeal, candle gifting is popular at special events such as weddings, birthdays, Christmas and much more.
This new market trend has caused cosmetics, fashion and home décor brands to consider developing their own private label candle collections.
Private label candle manufacturers specialize in designing and producing custom scented candles with a brand’s logo. Karl Winters shares 5 important tips to consider when selecting a private label candle manufacturer for your luxury brand.
Brands may contract with a third-party manufacturer to develop a private label product. While private label products are available in a wide range of industries, a candle manufacturer has invested in the technology and expertise to produce high quality candles in small batches. The brand ultimately determines factors such as pricing, design style for packaging, and distribution.
Offering a unique product collection is an opportunity to extend a brand’s reach and influence the marketplace. A private label product that is well received can deepen customer relationships and build brand loyalty.
Launching a new product can be a daunting experience. A credible candle manufacturer offers market insights and expertise to help with brand strategy and pricing. Having invested a considerable amount of time and effort, a third-party manufacturer also provides the flexibility to choose candles with a variety of fragrances, at competitive prices. A manufacturer’s recommendations for fragrance and package design can help develop a winning product strategy.
Private label candle manufacturers have invested in innovative production techniques that ensure a high-quality candle. This limits a brand’s risk exposure as they’re not required to make any hiring or production investments. With an effective marketing and distribution model, a brand’s return on investment can be rewarding.
After a successful candle launch, a brand may have to adapt quickly to new market conditions. An experienced candle manufacturer can scale production in a very short period, with no impact to product quality. A reliable supply chain ensures that a brand is able to fulfill new candle orders in a timely and predictable manner.
Partnering with a third-party manufacturer provides a predicable cost structure. As candle production scales, a brand has the flexibility to adopt a price strategy that is based on short- and long-term sales goals.
Launching new private labels such as scented candles introduces first time customers to the brand. A positive product experience can result in cross-selling opportunities and additional brand growth.
Producing a custom candle does have minimum order requirements. Depending on the level of customization, a private label candle manufacturer may offer low order minimums, but this may be offset by higher prices. At low minimums, a brand may find this a compelling opportunity as they determine market feasibility.
After fragrance, candle wax is another important consideration for a new private label candle brand. Wax has sponge like characteristics – in its melted form, it blends well fragrance oils, and when it hardens, it retains the oils in its sold structure. Once the candle wax starts melting again, the fragrance starts evaporating due to the heat in the melt pool. Its therefore vital that an efficient delivery system exists between the wax, fragrance, and wick.
There are several types of candle waxes– including paraffin, soy, coconut, rapeseed and beeswax. Each wax has its advantages, and it’s up to the brand to select the most relevant factors such as burn time, price, texture and color, natural ingredients, sustainability, etc
The main demand driver behind the home fragrance category is the concept of well-being and good health. The warm glow of a burning candle creates a sense of comfort into any space. Because scent plays an important role in our lives, it’s not surprising that fragrance quality is the defining characteristic of a luxury candle. Just as with a niche perfume, customers purchasing luxury candles generally choose a scent based on their personal lifestyles.
An experienced candle manufacturer helps brands select fragrances that appeal to their audiences.
In a world where things are changing rapidly, high end candle brands must respond and adapt to new market shifts. Luxury private label candle manufacturers leverage their expertise to help create candles that are consistent with a brand’s identity. A successful positioning strategy starts with an understanding of a brand’s value proposition.
Creating high end candles demands the ultimate in quality ingredients and sophisticated aesthetics. Choosing a credible candle manufacturer with a consistent methodology and technical expertise can prove to be valuable over the long run.
Below are the 5 important tips to consider when selecting a private label candle manufacturer for your luxury brand:
A high-end candle brand has access to fragrance oils that are of the highest quality. Although there are many fragrance oil manufacturers, the best candle fragrance oils are available through a handful of manufacturers. While they enjoy an extensive supply of raw materials, their extraction and production techniques ensure that fragrances maintain their natural essence.
Using the best quality fragrance oils such as rose, patchouli, sandalwood and bergamot is an essential step to composing a rich and sophisticated olfactive experience.
A highly fragrant candle is the hallmark of any luxury candle brand. Within 60 minutes of lighting, a highly fragrant candle releases its delicious aromas and burns evenly with no tunneling. This ensures that it has the longest burn times.
The intensity of a candle fragrance can be described as intoxicating and strong, or soft and subtle. There are a number of techniques a candle manufacturer can use to adjust the scent intensity so that it aligns with a brand’s requirements.
Creating custom candle scents is an exclusive service offered by the best private label candle manufacturers. Custom scents are designed by perfumers who are trained for many years in the art of fragrance creation. With access to hundreds of natural and synthetic raw materials, a perfumer is inspired to produce beautiful fragrances based on a brand’s objectives. A customer brief articulates the fragrance direction a brand envisions, and includes elements such as scent notes, colors, images, logo, fonts, etc.
The results are unique candle fragrances that inspire and delight. These scents can also be extended to new applications such as reed diffusers, soaps, and body lotions.
Aesthetics is an opportunity for a luxury brand to differentiate and tell a special story. With vibrant colors and embellished designs, custom candle jars are a wonderful accent and perfect home décor gifting.
While a clear glass candle jar is the industry standard, the best luxury candle manufacturers offer custom candle jars in decorative colors. Colored candle jars are available in any pantone colors and includes black, white, bronze, amber, frosted, metallic, and more!
Color is applied to the outside and inside of the private label candle jar – providing a dual color aesthetic. An experienced package designer provides recommendations for color finishes based on design styles that are minimalist, modern, elegant or classical.
A matte candle jar has a silk like finish. Colors like red, green, and black are applied with an opaque finish, providing an aesthetic like stone and ceramic.
Matte glossy candle jars are opaque as well; but they offer a reflective and shiny finish.
Translucent candle jars allow partial transmission of light through the glass. Any pantone color can be applied to the glass but it’s still semitransparent.
Common examples are amber and frosted candle jars.
Metallic candle jars are made of glass and provide a bright metallic shine. The result is an opaque, rich, and shiny gold aesthetic.
Metal lids protect the wax when the candle is not in use. They also add aesthetic appeal especially when candles are for gifting such as housewarming or Christmas gifts. Metal lids are available in colors like matte black, matte white, yellow and rose gold, copper, etc
The interior designer Jonathan Adler introduced metal candle containers to their collection several years ago. They have since become popular especially for modern home décor gifting. Made with aluminum, metal candle containers can be painted in colors such as yellow and rose gold, bronze, and matte black. Their light weight and aesthetics make them highly desirable as private label candle jars.
Ceramics can be great as candles vessels, but they need to be treated so they are no longer porous. Colors such as black, white, and beige can be applied that provides a modern appeal.
First impressions count and packaging is an opportunity to share a high impact customer experience. The box also serves to protect the candle.
The visual appearance of luxury candle boxes is highly valued, especially with the rise of social media such as Instagram.
A luxury candle manufacturer offers a turnkey solution that includes the creative design of a candle jar and box packaging. A package designer is an artist and illustrator with extensive experience in brand identity and positioning.
With an understanding of market trends and design styles, the manufacturer takes on the role of a trusted partner, making recommendations on fragrance, design and aesthetics.
A candle box can be customized with special paper and printing techniques such as gold foil and embossing. Applying color print is another opportunity to deliver a rich visual story that’s unique to your brand.