'Peace Potion,' 'Love Tonic' and 'Healing Spell' are some of the names of Bath and Body Works' newest single wick candles, each of which is packaged with branding that includes an image of a colorful crystal. These scented candles are made with natural oils and are packaged in dark glass jars that remind of age-old apothecary remedies.
To draw attention to their use of natural ingredients, many brands are favoring mythical and magical branding that speaks to a consumer's desire to indulge in preventative wellness that boasts aesthetic and healing benefits for the mind and body. Like Bath and Body Works, other brands are leveraging the metaphysical properties of crystals to help consumers amplify creativity, romance or self-care in their lives.
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