Every time I thought I have developed a sharper judgement on what sells, something shows up that humbles me.
When I first received the samples of the Aromatherapy Spa collection by Yankee Candle, I didn't think much of it. First it's the packaging. The tumbler doesn't look as distinctive as the signature Housewarmer jar; it isn't as cool as the Beanswax jar; and it doesn't look as luxurious as the World Journeys' tumbler.
Second, the names are boring: Cinnamon & Frankincense, Lavender, Ylang Ylang & Geranium, Shea Butter & Cedarwood, Chamomile & Honey, Sea Salt & Eucalyptus, Peppermint, Basil & Rosemary, Tangerine & Vanilla, and Sage & White Tea blah blah blah. I thought Yankee Candle lost their creativity and sense of humor. How come they don't have cool names like Midsummer's Night, Island Spa, Honeydew You Love Me or Spice Spice Baby?
The only consolation was the Aromatherapy Spa fragrances at least smelt real good. But I still wasn't expecting the collection to do well since I assumed customers would pick the Housewarmer jar candles or the Beanswax soy candles over the Aromatherapy Spa candles. At S$39.90, the Aromatherapy Spa tumbler candle is twice the price of the Housewarmer small jar candle and Beanswax travel tin, both priced at S$19.90 each. I thought the price would be a deterrent.
Boy was I wrong! When we put them on the shelves, they just flew. Within a week, they were all sold out.
Of course, now it's easy for me to "analyze" why Aromatherapy Spa is so well-received. The candles are made with pure essential oils and hence are perceived as premium products. The 8 fragrances come under 4 categories - Relax, Stress Relief, Invigorate and True Bliss. So it's very "solution-oriented".
In addition to the candles in regular tumbler, which flew off the shelf, we also brought in tea lights (S$19.90), reed diffusers (S$55.90), 3-pack votive candles (S$35.90), 3x4 inch pillars (S$29.90), and 3x6 inch pillars (S$31.90).
The Aromatherapy Spa collection by Yankee Candle is available at Tangs Orchard, Tangs Vivocity and Takashimaya Department Store.
