Rebecca Watters
Rebecca provides analysis across a variety of categories including household and personal care, and currently serves as the household care analyst, with a unique focus on air care. She utilizes research to develop insightful analysis while also applying relevant industry trends.

“Gilmore Girls: A Year In The Life” features four, 90-minute episodes, which follow the lives of Lorelai, Rory and Emily as they live through winter, spring, summer and fall of 2016. To promote this revival of Gilmore Girls, Netflix has developed the Binge Candle. Upon starting the marathon of all four episodes, which totals about six hours, users can start burning the Binge Candle. As the candle burns, it syncs up and will change with the episodes to emit a different seasonal scent that correlates with the episode. The candle is part of a limited giveaway for fans of the series in the US, Asia and Europe, as well as Hello Giggles and Brit+Co readers.


After struggling in recent years, the air care market posted stronger gains in 2015, reflected in growth across all segments. However, opportunities still exist to engage adults by expanding claims beyond scent, focusing on decor and experimental benefits.

Younger adults are more likely than their older counterparts to change scents with the seasons.

Younger adults are more likely than their older counterparts to change scents with the seasons, reflective of their overall higher involvement in the category and willingness to experiment with new scents. Mintel Trend Sense of the Intense discusses how intense physical and sensory experiences give life, brands and products a deeper meaning. Products or experiences that stimulate taste, touch and smell provide users with a more memorable and unique experience.



Air care brands could create similar user experiences as Netflix by partnering with visual entertainment or media. For example, partnering with a musical artist to create products that diffuse scents that evoke certain emotions or feelings that the artist is trying to portray, creating a more enhanced sensory experience.

Rebecca Cullen joined Mintel as an Associate Analyst. Her topics of interest include beauty/personal care, health, household, and technology/entertainment.