A New Era for an Iconic Brand
Since 1969, Yankee Candle® has been known as the original scented candle, setting the standard in fragrance craftsmanship and redefining the fragrance category with its iconic Apothecary Jar. Today, the brand is proud to unveil a bold relaunch that elevates its portfolio and redefines the fragrance experience for a new generation of fragrance lovers.
Yankee Candle has long been a trusted name in home fragrance, beloved for its memorable fragrances and strong brand equity. However, as consumer tastes evolve, so must the brand. This refresh is more than a new look; it’s a fragrance-first reinvention shaped by deep consumer insight and the emotional power of scent. The relaunch is designed to reconnect with loyal fans, reignite interest among lapsed users, and invite younger fragrance enthusiasts into the Yankee Candle experience.
The Best Just Got Better
With enhancements across all 83 core fragrances, including beloved power scents that are fan favorites like Pink Sands, Midsummer Night, Sage & Citrus, Lemon Lavender, Balsam & Cedar, Spiced Pumpkin, and Christmas Cookie, the brand has refined its portfolio to elevate both scent and style.
New enhancements include:
Room-Filling Fragrance: A commitment to delivering long-lasting, immersive scent experiences.
Modern, Stylish Design: A cohesive and elevated aesthetic that aligns with today’s lifestyle and visual preferences.
Premium Plant Wax Blend: A cleaner burn and enhanced fragrance throw.
Refreshed Packaging: Featuring textured labels, metallic embellishments, and consistent wax colors for a more premium look and feel.
These upgrades are more than cosmetic, they reflect Yankee Candle’s deep expertise in fragrance and its passion for creating sensorial experiences that permeate the home and evoke emotion.
A Fragrance-First Philosophy
While the original Apothecary Jar remains an iconic symbol, the relaunch affirms what the brand has always known: Yankee Candle is, at its core, a fragrance company. Each candle is designed to help consumers embrace moments lived, imagine what’s next, and find joy in the present.
This philosophy is brought to life through the brand’s new national media campaign, The Scent You’ve Been Seeking. The campaign celebrates the emotional power of fragrance and the ease of finding the perfect fit for your mood.
Brittany Snow Joins the Journey
To mark this next chapter, Yankee Candle has partnered with actress and director Brittany Snow, a longtime fan and passionate consumer of the brand. Snow brings an authentic voice to the campaign, sharing how fragrance helps her reconnect with joy and self-care in everyday life.
“I’ve loved Yankee Candle for as long as I can remember. Their fragrances have been the backdrop of some of my most memorable times, and I’m thrilled to be part of the next chapter of their brand story,” said Snow. “For me, fragrance is such a big part of my life – and it has the power to reground me and spark joy amidst the everyday chaos. Recently, I’ve been burning Sage & Citrus while watching a movie after a busy day. It helps me be in the moment and be a part of my continued self-care.”
Honoring the Past, Embracing the Future
Yankee Candle’s relaunch is a celebration of its 50+ years of craftsmanship and a strategic evolution to meet the needs of today’s consumer. By combining trusted quality with modern design and elevated performance, the brand is poised to deepen emotional connections with fragrance lovers of all ages.