It isn't even Halloween yet, and the stores have already started displaying their Christmas merch. Is it just me, or is this much earlier than in years past? I seem to remember times when I thought, It isn't even Thanksgiving yet, and they've got Christmas stuff for sale. Weird.Target has a whole area devoted to it already, which is located right next to the Halloween costumes and decorations. Even grocery stores such as Ralph's have stocked up on boxed cards and the like; two weeks ago I purchased a 2-liter bottle of Pomegranate flavored 7-up that was packaged in a snowflake motif (which would have seemed random-- fruity drinks make me think of spring and summer, not winter-- had it not been for the fact that the flavor was seasonal and available for a limited time only). Also at Ralph's, located near their Halloween items and featured on an endcap, was Glade's Holiday Collection of scented candles.
The collection consists of six different fragrances: Bayberry Spice, Homemade Gingerbread, Hollyberry Wreath, Peppermint Crush, French Vanilla, and Apple Cinnamon. In addition to the candle shown above (which retails for $2.69 at Ralph's), the scent also comes available as a PlugIns Scented Oil, a Scented Oil Candle (decorative glass holder and refill packs sold separately), a Scented Oil Candles Tin, and a room freshening spray. The various candle versions come decorated with holiday themed graphics such as snowflakes, stars, and presents. The same sort of Christmas cheer is reflected on collection's portion of the Glade website (http://glade.com/holiday/), which features young, attractive, J. Crew-esque Caucasian families.
The product doesn't immediately appear to be marketed towards women, but anyone who's seen the commercials can tell that they're the target customer base: http://www.youtube.com/watch?v=kW0MGWZYHYk In this commercial, a woman dressed in a classic black dress and string of pearls (reminiscent of a 1950s housewife) tries unsuccessfully to convince her group of friends that the candle she's currently burning isn't Glade, but rather "French... from France," giving the impression that the candle is comparable to sophisticated boutique products. Her friends, being more pragmatic than the comedic star of the commercial, know what the product is and laugh at her for attempting to lie. My first reaction to the portrayal of this woman as a butt of a joke is confusion-- why lampoon a character who purchases the product being advertised, especially one who is personifying the traditional image of a well-coiffed homemaker? Shouldn't the customer be shown in a more flattering light? But then I realized that the woman isn't being made fun of for discovering the product, she's being mocked for not already being in the know. Her sensible friends recognize the Glade candle immediately, even before they discover the label that has affixed itself to the main character's rear, and one gets the feeling that their understanding of how economical the product is doesn't diminish their appreciation of it in the least. These supermarket candles are the smart thing for the modern woman to buy; the main character and the importance she places on image and expense are silly. Accepting and openly acknowledging this product is the key to sense.
What I also found interesting about this old spot was that the featured fragrance-- Apple Cinnamon-- is also part of the current Holiday Collection; while some scents are seasonal only, this one (as well as the generic "French Vanilla") seem to have simply been repackaged for marketing purposes.
Note: I own the Bayberry Spice and Apple Cinnamon candles, and they smell very nice.
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