Yankee Candle is announcing a rebrand to attract younger shoppers and combat declining sales. The rebrand includes a new logo, a new wax formulation, and enhanced marketing strategies. Aaron Swart from Newell Brands indicated the change was necessary due to an outdated appearance and shifting customer demographics. The revamped packaging showcases larger imagery, while the brand retains its classic round jars, wide scent variety, and numerous retail stores. The candle market is valued at about $4.6 billion in the U.S. with Yankee Candle's cheaper products targeting an older demographic.
Yankee Candle's rebranding focuses on appealing to younger shoppers while maintaining its 50-year-old brand reputation with a new logo, wax formulation, and marketing strategies.
The new wax formulation allows for a cleaner burn and stronger scent throw, while retaining Yankee Candle's signature round jars, thick lids, and diverse scent portfolio.
Aaron Swart emphasized the necessity of evolution due to declining sales and an outdated look, acknowledging the emotional attachment to the old packaging among customers.
Despite the need for modernization, Swart stressed the challenge of revamping a legacy brand without losing its core identity or relevance in a changing market.
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