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NEW YORK — The legend certainly hasn’t burned out for Slatkin & Co.
Elton John’s six-year-old scented-candle collection, produced by the home fragrance marketer, is getting a spark: The line is being revamped with colors inspired by Sir Elton’s own offbeat wardrobe, a move that could double sales of the collection.
While the original candle trio is white, the new ones come in electric pink, hot orange and Caribbean blue and feature the original floral and citrus fragrance notes. A black candle with black licorice and fig notes has also been added. Additionally, Slatkin & Co. tapped an automotive industry subcontractor to give the products a “different” look — a heat treatment was used to coat the glass that surrounds the poured wax, giving the candles a chrome appearance while limiting heat transfer.
“Why repackage it to look like everything else in the marketplace?” remarked Harry Slatkin, president and chief executive of Slatkin & Co.
Slatkin wouldn’t talk numbers, but sources expect the relaunch to double sales of the line, translating to first-year retail sales of $2.5 million. Twenty percent of the collection’s proceeds will go to the Elton John AIDS Foundation. To date, the candle collection has generated nearly $500,000 for the foundation.
Each of the new candles is priced for retail at $32, and a limited-edition set of all four will be marked at $120. Initially, 2,500 five-wick “ice bucket” candles priced at $300 will also be available. The wax contains a 12 to 16 percent essential oil concentration. International Flavors & Fragrances supplied the juice for the black candle, while Robertet did the others.
The line will bow chainwide at Neiman Marcus in September and will arrive at Saks Fifth Avenue and selected Nordstrom and Bloomingdale’s doors in November. Slatkin & Co.’s network of 1,800 independent specialty boutiques will also carry the collection, as well as Harrods, Space NK and Fenwick in the U.K.