The article reports on home fragrance market. New products and trends toward wellness reignite the US$2.7 million home fragrance market, with projected sales of US$3.6 million by 2006. Now consumers with a passion for ancient wisdom, or high-tech enthusiasts spinning the latest scent CDs, can experience new dimensions of home fragrance. Not only have soy waxes, fragrant flowers and botanicals been incorporated into candles, technology has produced a variety of plug-in air fresheners and custom scent CDs and players.
The article reports on home fragrance market. By repositioning itself as aromatherapy, a lifestyle, and a decorative and cleaning device, the maturing home fragrance market has reinvented itself as air care. Aromatherapy has been just one of the trends driving growth in the air fresheners market, which has long-been characterized by strong innovation and new product development thanks to the nature of the global market, which is dominated by three fairly evenly balanced multi-nationals--SC Johnson, Reckitt Benckiser PLC and Sara Lee,and centered on a few well developed markets that include the U.S., Japan and Great Britain, being the largest.