Yankee Candle's 2020 Scent of the Year Is Here, and It's Called "Awaken"
Yankee Candle just announced its second annual Scent of the Year, and this time around, it's all about simplicity and transparency. The scent, called "Awaken," has top notes of sheer peony and crystal freesia; mid notes of clary sage essential oil, orcanox, and driftwood; and base notes of white amber, patchouli, and mineral musk. The brand describes this combo as both "sparkling" and "inspiring."
"We’ve learned through our research for Scent of the Year that there is a significant cultural shift away from always wanting more: More options, more communication, more material clutter," Anna Whitton, vice president of marketing at The Yankee Candle Company said in a press release. "Increasingly, people want to simplify their lives, unplug from the constant chatter of technology, and reconnect with themselves and with those they care about. Consumers are seeking out meaningful experiences that bring them a greater sense of self."
Jennifer Genson, Yankee Candle's Fragrance Development Lead, noted that the scent is also perfect to start the year off right. "Awaken was developed to inspire you to open your eyes to the simple beauty of the everyday, giving you a clear, bright vision for the new year," she said.
You can purchase the 2020 Scent of the Year at Yankee Candle retail locations and online, and you can also find it at Macy's, Kohl's, and Meijer, all for a limited time. Awaken comes in a large jar candle size, which has a burn time of 110 to 150 hours. You can learn more about the scent here.
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