# Cursing Candle Scents The IIUVO 'Bullsh*t' Wax Votive Offers Unlikely Notes of Pepper and Citrus By M | Published 2016-05-20 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/wax-votive References: [highsnobiety](http://www.highsnobiety.com/2016/05/20/iiuvo-bullshit-candle/) & [iiuvo](http://www.iiuvo.com/) IIUVO is a retail brand that specializes in creating [candles](https://www.trendhunter.com/trends/cyprs-21-indigo), and the company's recent 'Bullsh*t' wax votive scent parodies the typical names of [candle fragrances](https://www.trendhunter.com/trends/olive-citron) 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. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 22% | Activity: 5% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### 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. ## Related on Trend Hunter - [Brunch Cocktail-Inspired Candles](https://www.trendhunter.com/trends/brunch-gossip.md) - [Floral Novelty-Scented Candles](https://www.trendhunter.com/trends/low-hanging-fruit.md) - [Cheeky Candle Fragrances](https://www.trendhunter.com/trends/between-the-sheets.md) - [Playful Holiday Candle Lines](https://www.trendhunter.com/trends/holiday-candle-collection.md) - [Vice-Inspired Candle Sets](https://www.trendhunter.com/trends/malingoetz.md) - [Hilarious Donut-Inspired Candles](https://www.trendhunter.com/trends/donutinspired-candle.md) - [Functional Artisanal Candle Collections](https://www.trendhunter.com/trends/artisanal-candle-collection.md) - [Uplifting Youthful Candles](https://www.trendhunter.com/trends/friday-collective.md) - [Farm-Fresh Candles](https://www.trendhunter.com/trends/farm-to-candle.md)