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  • What do Gen Yers want from scented candles?
  • What do Gen Yers want from scented candles?
    Andi Rieger (2018) ©
CASE STUDY

Boy Smells: gender-neutral candles for the Insta age

The premium candle market is heating up – growing by a third in just two years. Alongside mass-market favourites, a new pack of digital-first brands is blazing a new trail. Boy Smells’ scented candles speak to the Instagram age, subverting gender stereotypes and tapping into the wellness movement.

Location North America

Scope
The premium candle market is heating up, with sales increasing by a third in two years. [1] But while luxury brands vie for a place on our mantelpieces, home-grown, digital-first disruptors like Boy Smells are burning a hole in the market. The boldly packaged black and pink candles contain provocative scents, such as cannabis, and are whimsically named – Kush, Redhead and Stalker – with a brand name that pokes fun at the gender specificity of wellness products. Having a designer candle on display communicates cash, but having one of these pride of place can convey greater ...

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