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The home fragrance brand elevates its portfolio with a fresh look, new and improved wax blend for the iconic large jar and a vibrant campaign with the lauded actress.
July 28, 2025
By: Lianna Albrizio
Associate Editor
The Yankee Candle Company is reigniting its candle experience as part of a brand relaunch.
With the rebrand, Yankee is placing a deeper emphasis on fragrance’s emotional power with a new and improved wax blend in its signature large jar. The new candles are engineered to reduce soot and tunneling for a consistent burn experience. In terms of design, fragrance-first visuals and cohesive design across all forms for a more elevated, unified look that aligns with today’s lifestyle and aesthetic preferences.
“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, SVP general manager of home fragrance, 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.”
A new lifestyle campaign, “The Scent You’ve Been Seeking” celebrates the brand’s ability to help consumers rediscover meaningful moments through fragrance featuring Brittany Snow.
“I’ve loved Yankee Candle for as long as I can remember,” said Snow. “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,” said Snow. “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. It helps me be in the moment and be a part of my continued self-care.”
Yankee Candle will hold its first Love at First Light event on Saturday, Aug. 16. New and existing Fragrance Family Rewards members can receive a free candle of choice and experience the new Yankee Candle — no purchase necessary — at participating US Yankee Candle retail stores nationwide (excluding outlets).
The refreshed Yankee Candle portfolio will be available at yankeecandle.com and at Amazon, Walmart, Target, Kohl’s, Kroger and Meijer.
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