Leading homeware retailer, Homesense, has announced Rylan has been chosen as their first official “Scent Sommelier”, and together they are on a mission to help the UK identify their perfect candle scent, especially matched to both personality and mood.
As candle aficionados will know, there’s a scent for every person, emotion, and room in the home, with a fragrance to suit every flight of fancy. Despite a growing range of aromas, from green tea to woodland to champagne and even popcorn, new research commissioned by Homesense, sister brand to TK Maxx, reveals Brits still love traditional fragrances such as vanilla (26%), fresh linen (19%), and lavender (18%) to fill their homes.
The nation is clearly candle-crazy, with the research revealing over half of Brits (54%) have four or more candles in their home. With hundreds of scents available in every store, Homesense wants to help people choose the perfect aroma, so partnered with Rylan, famed for his own fragrance range, to guide people through their iconic candle aisle. From base notes to wick length to matching moods and personal fragrances, Rylan is keen to pass on his passion.
Scent Sommelier at Homesense, Rylan says: “A house isn’t a home without a candle flickering away. Scents can impact your mood, so it’s important you choose a fragrance that makes you feel good. No matter what the weather or time of year, there is always a candle burning at mine.
“I love the fact I’m taking my passion to the next level and my first official engagement as Scent Sommelier will be hosting a “Home Scents Masterclass” with On the Scent podcaster Suzy Nightingale at my local Homesense store. We’ll share our top tips on mood boosting, scent scaping and scent layering. Keep an eye on my Instagram and @Homesense_UK to find more details.”
Deborah Dolce, Group Director for Homesense says: “We’re undoubtedly a nation of candle-lovers and our sales soar in the autumn as people create a cosy mood as the colder nights draw in. In the UK, the average spend on a candle is £9 and our research revealed half of Brits like to receive one as a gift.
From elegant, boxed candles, perfumed with luxury oil to fun, mini editions, we’re proud to offer one of the best ranges of well-known names and quality branded candles on the high street, many with up to 60% off the RRP. We hope Rylan’s tips will help everyone choose the best candle, whether it’s a gift for a loved one or a treat for yourself.”
With many uses throughout the home, the top reason Brits use candles are during special occasions such as Christmas (31%) – rising to 44% among those in the North-East. Other popular reasons for using candles included creating a cosy atmosphere (28%), and when entertaining guests (21%).
Candles were found to have various mood-related benefits according to the research, specifically helping the nation to relax withnearly two in five (38%) agreeing that lighting a candle is the most effective way of relieving stress.
Lavender scented candles were revealed as the most calming (28%), and most effective to help us wind down (34%). Women (43%) find lavender almost twice as effective at helping them wind down than men (24%). Conversely, Orange was the scent most effective for energising Brits in the morning (15%).
The research revealed that 16% of Brits are influenced by cost with younger people (18-24 years) spending the most at £11.50, while over 65s only spend up to £7 per candle.
