Home fragrance brand The Yankee Candle Company announced a brand relaunch featuring improved and modernized design for the brand’s iconic candles. The brand refresh also includes a campaign featuring actress and director Brittany Snow.
Enhancements in the brand’s products include more fragrance in every burn, an upgraded wax formulation, improved burn to reduce soot and tunnelling and fragrance-first visuals. The brand hopes that the relaunch will emphasize the emotional aspects tied to scent.
“This relaunch marks a significant moment in Yankee Candle’s evolution – not just in how our products look and perform, but in how they connect emotionally with consumers,” said Aaron Swart, senior vice president and general manager of home fragrance at Newell Brands. “Today’s fragrance lovers are seeking more elevated, personal experiences, and we’ve thoughtfully reimagined our scented candle portfolio to deliver just that – helping consumers embrace moments lived to find joy in the here and now.”
Yankee Candle also partnered with actress and director Brittany Snow to celebrate the brand’s relaunch.
“I’ve loved Yankee Candle for as long as I can remember,” Snow said, “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. 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.”
Yankee Candle’s refreshed portfolio is available for purchase at the brand’s retail stores and website, as well as national retailers including Amazon, Walmart, Target, Kohl’s, Kroger and Meijer.
