Nestled on a mantel within a vignette of oversized pine cones and a vintage sign, Daniela Rosen’s reed diffuser holds its own from a decorative standpoint.

It also holds its own from a practical standpoint, allowing a gentle moss scent to waft through her living room.

Rosen, of Cortland, N.Y., has tapped into the latest air freshening trend in a tradition built from potpourri, candles and room sprays.
According to research firm Mintel International, sales of home fragrance made up 74 percent of the $1.9 billion U.S. air freshening market in 2006.

And though scented oils for home use have always been on the market, reed diffusers have become widely available only in the past few years, says Kat Fay, a consumer analyst at Mintel.

Reed diffusers scent the air without flame, heat or electricity, a safety plus for people with young children or pets. A handful of reeds are placed in a glass container filled with fragranced oil. The reeds absorb the oil and disperse the scent into the air.

Rosen decided to try the diffusers after buying some for holiday gifts. She liked the look and the scent of the k. hall designs set carried by Lifestyles & Interiors by Lisa in Croton-on-Hudson, N.Y. The “twig element” of the reeds and the “retro-pharmaceutical” feel of the bottle were winning decorative touches.

“I like just that whole Asian-inspired aesthetic of it,” she says. “I think it’s just pretty.”

As with scented candles, consumers are buying diffusers that either enhance or blend into their surroundings.

“The line is being blurred between air freshener and home decor,” Fay says. “They are aesthetically pleasing, very decorative or hidden altogether.”

At Bed Bath & Beyond, simple glass-bottle reed diffusers from Yankee Candle fill the shelves alongside candles in scents such as country linen and sage and citrus. The choices at Pier 1 Imports feature curved rattan reeds sprouting from decanters filled with oil in scents that include biscotti and island orchid. Caswell-Massey’s latest diffusers offer lavender and violet and rosemary tarragon.

Order online, too, from dozens of retailers such as Target and Pottery Barn, at prices ranging from less than $10 to nearly $100.

The trend takes air freshening far from the utilitarian spray can of Lysol, Fay says.

Scenti-mental Decor’s diffusers stand out from the crowd, with seashells and rose petals enlivening their jars.

The company, which is based in Austin, Texas, has found a niche with both its decorative elements and its potent scents - 18 so far.

“We’ve been seeing a lot more competition in the last year,” company owner Elle Nesher says. “Every candle company is starting to do diffusers. Every potpourri company is starting to use them.”

Scentimental Decor products are available directly from the company or through a growing network of stores, which already include several in Manhattan.

The diffuser set retails for around $65 - quite an investment - but is said to last up to a year. “It’s all about quality,” Nesher says. “It’s all about finding the scent you love.”

Contributing: Gannett News Service

source : www.coshoctontribune.com

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