In Brands, Marketing

What are three ways to a millennial’s heart?

  • Direct-to-consumer delivery
  • Trend-friendly branding
  • Self-care

These three forces combine and find a home in Otherland, a new candle start-up created by Abigail Stone. In 2016, Stone conducted research and found that one in four millennial women buy ten or more candles a year. Given this, combined with the fact that NPD group estimates the candle industry is worth $50 billion and is fueled by the current self-care movement, Stone sensed opportunity.

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