Internet Helps Grow Awareness of Natural Wax Candles
A glimpse behind the scenes in the candle wars.
Coinciding with the growth of the Internet was a proliferation of candle companies specializing in natural wax candles. One explanation for this is that the Web offered an accessible venue outside conventional distribution channels to reach consumers open to such products. The collective success of those online chandlers’ marketing efforts can be seen in the ever-increasing presence of natural wax candles on the shelves of small and large retailers throughout the country.
For many people the appeal of the candles these companies produce is that they are not made from paraffin, a petroleum byproduct. But a desire to reduce the world’s dependence on oil or to be an eco-friendly consumer is only part of the equation; natural wax candle fans also appreciate not having to breathe in soot and toxins while they enjoy the simple pleasure of burning a candle.
This feature particularly resonates with those who regularly use aromatherapy candles to help them relax or meditate. To them the prospect of breathing a mixture of pure essential oil and petrochemical fumes fails to please. A growing number of homeowners and rental property owners are also becoming aware of the upside of burning natural wax candles as word of the “ghosting” phenomenon, often associated with soot build-up on walls and furniture as a result of frequent paraffin candle usage, spreads.
From the outset natural wax candle makers aggressively touted the features and benefits of their wares while criticizing the shortcomings of paraffin candles. At first established candle manufacturers were either unaware of the slurs against their products or simply ignored them. But as the chorus grew and natural wax candles started to become more popular, a major candle industry association felt compelled to publish on its website a defense of paraffin candles that contained a slam against soy wax candles, which noted, among other things, that chemical solvents are used in their manufacture.
In a classic example of strange bedfellows, a large palm wax candle company now uses the same argument about soy candles to differentiate its products as the most eco-friendly available. Neither competitor has tried to suggest that soy candles aren’t good products per se, they just use this fact to diminish the public persona of soy candles to their advantage.
Whether any of this really matters to consumers is difficult to gauge. How many of the relatively few people exposed to soy candles’ “dirty” little secret will care since it doesn’t affect them directly? After all, soy candles do in fact burn virtually soot and toxin free, which is why they buy them.
Conclusion: It’s tough shopping green when there are so many shades of gray.
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