Home fragrance brand Angel Aromatics has simplified its flower range reducing it from 50 to eight colours as part of a general consumer trend for a more focused collection to choose from.
The colours now include yellow, orange, Chinaberry pink, red, Tuscan teal, lime splice, emerald and chocolate. They are available in eight flower styles such as dahlia and magnolia, however, Angel Aromatics will continue to custom manufacture.
The move has also helped increase efficiency and production times which not only helps retailers put stock on their shelves faster but means Angel Aromatics can keep manufacturing in Australia.
“Being a manufacturer in Australia also means we have seen problems with the changing economic climate,” says Lana Gilchrist, Angel Aromatics manager. “Our dye manufacturers have all closed down their Australian branches and now we need to import the dyes from overseas meaning we need to get our colours and stock levels right months in advance.
“Manufacturing in Australia is so hard. Labour is high, fixed costs are high, red tape and regulations are so high. Everything is getting more expensive. We changed our offering to make sure that firstly retailers would be happy and they would still sell – which they are – and secondly so we could hold our pricing. We do everything we can to keep manufacturing in Australia and to keep our pricing as affordable as possible.”
Angel Aromatics has also launched its scented curls in bags and tubes, which were previously only available in bulk, on the back of customer demand for a version that takes up less room and can sell easier than the help-your-self style of the bulk curls.
“Gone are the days where they had excess staff that had spare time to pack up 100 curl bags. We listened to retailers who just wanted something that could sit on a shelf and sell itself and the fragrance could be smelt through the packaging. The curl tubes and bags are perfect for this,” adds Gilchrist.
“The packaged curls are fabulous for larger retailers. They have a bar code and aren’t messy. Plus for smaller retailers they can open a bag to display and then sell them pre bagged. They also are a great test product as when the curls sell through well the retailers can next time buy the item in bulk and package it themselves increasing their margin.”
