With a new collection of 13 candles called Osynlig (the Swedish word for "invisible,") IKEA asks: "What does home smell like?" The collection of 13 scents by IKEA and Ben Gorham, founder of luxury fashion house Byredo, was specifically created to "provoke the kind of emotion that’s hard to put into words," especially when it comes to dream-like feelings and the sense of nostalgia.
The collection is divided into three categories—fresh, floral and woody—and the products are packaged in ceramic pots that represent key ingredients. The Peach Blossom & Bamboo candle, for example, is packaged in a beige white pot, while the grounding scents of Swedish Birch & Juniper can be found in a rich brown vessel.
Comforting Nostalgic Candles
IKEA's Osynlig Candles Capture the Comforting Scents of Home
Trend Themes
1. Nostalgic Scents - Opportunity for companies to create products that evoke a sense of nostalgia through familiar aromas.
2. Emotional Packaging - Potential for brands to use packaging that visually represents key ingredients or emotions to enhance product experience.
3. Collaborative Creations - Possibility for brands to collaborate with unlikely partners to create unique scent collections that tap into different emotions.
Industry Implications
1. Home Fragrance - Disruptive innovation opportunities in the development of novel scents and packaging for home fragrance products.
2. Luxury Fashion - Opportunity for luxury fashion brands to venture into the fragrance industry by creating unique scent collections in collaboration with home decor brands.
3. Packaging Design - Potential for packaging design companies to create visually appealing and emotionally evocative packaging for fragrance products.