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.
What's Driving This Trend
- Satirical Branding
- Creating products with names and branding that parody and poke fun at the traditional mass market.
- Unlikely Scent Combinations
- Using unexpected combinations of fragrances, such as sweet and savory notes, to create unique and intriguing scents.
- Consumer Expectation Subversion
- Delivering products that defy consumer expectations in a comical and unexpected way.
Who This Affects Most
- Candle Manufacturing
- Creating candles with unconventional names and scent combinations to attract millennials and those who appreciate satirical branding.
- Satirical Retail
- Developing retail brands that specialize in satirical and comical products that resonate with millennials.
- Fragrance Industry
- Incorporating unconventional scent combinations into perfumes and other fragrance products to cater to consumers seeking unique and unconventional aromas.
