Karen Dubin is the founder and CEO of Sniffapalooza, an international event-based organization for fragrance enthusiasts. The philosophy of Sniffapalooza is that fragrance is celebrated as an art, and perfumers are artists. She created Sniffapalooza in 2002 because she wanted to meet kindred spirits who appreciated fragrance as much as she did, and today she has 500,000 friends to talk to about perfume! With the partnership of Karen Adams in 2004, Sniffapalooza has become a home for fragrance lovers, and a muse and a powerful marketing tool for the fragrance industry. Dubin took time to chat with Happi.com about the latest trends in home fragrance.
 
 
Happi: What are the top trends for home fragrance—candles, sprays, diffusers, etc.—for late 2015 and why?
      
KD: An interesting trend is the creation of products for specific rooms in your home. Lafco New York did this really well a few years back with their candles labeled “Den,” “Bedroom,” and “Library”… and now I'm seeing a flurry of other manufacturers who have figured out that consumers are busy, overloaded, short on time and really appreciate the guidance so they don't have to ponder yet another decision. Saving time and effort, and making a spot-on selection is a valuable commodity that people will pay for. An easy choice and an easy sale.
      
Happi: What are shoppers looking for in home fragrance products?
      
KD: Consumers are looking for an emotional connection to their space and the scent should reflect a positive effect. They expect a lot from their scents, and the products have got to perform. The want an instant mood-enhancer… comforting, uplifting, relaxing, nurturing, pampering, sensual. We live in an age where the lines are blurred between home and office, and we're a planet of multi-taskers in virtual locales. You are where you dwell! Could be your home, office or car. Or all three. And those spaces represent you and your choices. Like personal fragrance, home scent is aspirational. One spritz and you can get a whiff of the life you've dreamed about.
 
Mercedes Benz did a nice job of bringing a beautiful environment into your car with their new Airstream technology fragrance delivery system. Perceiving car interior scents as fine fragrance, they commissioned perfumer Marc Vom Ende to create four unique fragrances to be used in the vehicles with special cartridges. The selections represent different moods and lifestyles and can be easily switched. You can change your mind and change your ambience!
      
Happi: What are some future trends to look out for in home fragrance for Holiday 2015 and why?
      
KD: A continuation of the 'destination' trend… ambient scents that replicate the smells of cities across the world, often those associated with luxury, fashion, tropical weather, or vacations. Maybe you won't be taking that trip to Grasse this Summer, but your apartment can smell like the French Riviera.
 
Another strong theme is brands reinforcing their message by creating products that reflect their heritage. Molton Brown utilizes notes like patchouli and saffron for their home and body range that harken back to their 1960s swinging London provenance, and Antica Faramcista carefully crafts their line with ingredients indigenous to their Mother country of Italy, such as orange blossom, iris, and Sicilian lemon.
 
Prestige brand candles consistently remain a top choice for gift giving. They represent ultimate luxury, and also the aesthetic and personality of the giver. They're not as personal as perfume, so you can't really get the scent wrong.  And if you're not sure if someone wears perfume, this is a safe alternative. Nothing says exquisite, impeccable taste like a gigantic, three-wick, $400 candle from Santa Maria Novella, and these continue to fly out the door. And when in doubt for a gift, one need only proffer a candle from Diptyque or Cire Trudon – these are elegant, instantly adored treasures that come with a rich history.