The IIUVO 'Bullsh*t' Wax Votive Offers Unlikely Notes of Pepper and Citrus

By: Misel Saban - May 20, 2016
References: iiuvo & highsnobiety
IIUVO is a retail brand that specializes in creating candles, and the company's recent 'Bullsh*t' wax votive scent parodies the typical names of candle fragrances that elude to exotic and luxe experiences. Instead, IIUVO subverts this tradition of candle names with titles that are crude, blunt and filled with curse words. While the 'Bullsh*t' candle name might prompt a consumer to believe the votive doesn't smell great, the scent blend is actually quite the opposite -- to further subvert the consumer's expectations in a comical way.

The 'Bullsh*t' scent opts for an unlikely combination of sweet and savory notes including lavender, rose, grapefruit and pepper. The scent is unisex and offers a pleasant aroma despite the candle's name.

Millennials often appreciate blunt and satirical references in product branding, that parody and poke fun at the mass market.