The days are gone when you can buy an off-the-shelf fragrance or skincare formula and slap your name on it and expect to become a multi-millionaire. “It has to be reflected in the way that products are made.
“The future is about tastemakers and people that have something to say and those who stand for something,” he says. Little believes that the old model of celebrity-endorsed fragrances is dead. But Landi didn't hesitate to buy Slow Burn because “a Kacey candle is a hilariously exact intersection of interests that I’m vocal about.” He considers himself a happy customer and “would definitely recommend to a friend regardless of the collaboration." As someone who is “pretty particular” about candles (and personally gravitates toward scents layered with woody and earthy notes), he prefers to smell scented products before purchasing. Since graduating from Georgetown University, the ritual of lighting candles has become a fundamental part of his weekend routine. Musgraves fan William Landi had an interest in candles long before the Boy Smells collaboration came about. “With her support of the queer community, sense of humor, and outstanding good-taste, collaborating with Kacey on our first-ever celebrity collection just felt right.”
“We see as a role model for breaking down barriers and living authentically, a shared core value of ours and Boy Smells,” Herman said in an email. His on-going collaboration with Goop's in-house fragrance collection led to the creation of this “sexy and conversational” candle which was “designed to be cheeky, fun and celebrate femininity, and also taking the stigma that some women have around themselves and their vaginas and giving it a different spin and celebrating the beauty, the magic and the power of the vagina.” “This Smells Like My Vagina” started out as an inside joke between Little and Paltrow. Candles allow me to create unique fragrance profiles that people can bring into their world.” It puts you in a different state of mind. “I’m talking about being in touch with one’s sensuality and having moments to really enjoy and having something like a fragrance candle increases one's ability to connect to an environment and connect to others. “When I mean sensuality I’m not talking about sexuality,” he explains. Heretic founder and perfumer Douglas Little has a deep connection with candles as an artist, viewing the “pedestrian item” as an important tool for crafting ambiance while also opening a window to sensuality that is often overlooked. Last year, Tyler, the Creator teamed up with retaW to create GOLF WANG's debut scented candle, "COLDWATER." If Gwyneth Paltrow could convince enough people in the Goop community that they needed Heretic's potent (and political) “This Smells Like My Vagina” candle, then there's honestly no telling what people won't buy to get a whiff of fame in the form of a flame. Prayer candles are cute and all - Kim Kardashian West even tried to cash in on that trend while it lasted in addition to her signature KKW Fragrance candle - but what consumers really want is something intimate that reminds them of the stars they stan. The future of commercial scents seems less fixated on celebrity-endorsed fragrances, as we see a shift toward limited-edition candle collaborations. Custom perfumes and colognes have become a highly coveted staple in the package deal on the road to celebrity, so it shouldn't come as a surprise that the next phase in the scent category is candles. As observed in our 2019 report, we the people still live and breathe celebrity fragrances.
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