CHESAPEAKE BAY FRAGRANCE™ RELAUNCHES WITH A REFRESHED BRAND IDENTITY, EXPANDED HOME FRAGRANCE COLLECTION, AND A NEW PARTNERSHIP WITH KEEP AMERICA BEAUTIFUL

Rhea-AI Summary

Chesapeake Bay Fragrance (NWL) relaunches with a refreshed brand identity, a new coastal-inspired fragrance portfolio, expanded product formats, and a partnership with Keep America Beautiful. The collection introduces six scents—Serene Waters, Marine Drift, Golden Waves, Ocean Blossom, Salted Sands, Ocean Retreat—across candles (4.5 oz, 8 oz, 11 oz, 14.5 oz) and a coordinating reed diffuser. Packaging features sea glass–inspired vessels, multi-wick options, and a modern metal lid with a blue heron motif. Products are available at Amazon, select Yankee Candle retail locations, and chesapeake.yankeecandle.com. The brand will sponsor the Greatest American Cleanup to support shoreline and community restoration efforts.

News Market Reaction

+2.11%

1 alert

+2.11% News Effect

On the day this news was published, NWL gained 2.11%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Candle sizes: 4 sizes (4.5 oz, 8 oz, 11 oz, 14.5 oz) Fragrance portfolio: 6 coastal-inspired scents Q3 2025 net sales: $1,806 million +1 more

4 metrics

Candle sizes 4 sizes (4.5 oz, 8 oz, 11 oz, 14.5 oz) New Chesapeake Bay Fragrance candle collection

Fragrance portfolio 6 coastal-inspired scents Serene Waters, Marine Drift, Golden Waves, Ocean Blossom, Salted Sands, Ocean Retreat

Q3 2025 net sales $1,806 million vs $1,947 million in prior-year quarter

Q3 2025 net income $21 million vs $(198) million net loss in prior-year quarter

Market Reality Check

Price: $4.36 Vol: Volume 5,494,734 is close...

normal vol

$4.36 Last Close

Volume Volume 5,494,734 is close to its 5,335,773 20-day average (relative volume 1.03x). normal

Technical Shares at 4.26 are trading below the 200-day MA of 4.93 and sit 60.74% under the 52-week high.

Peers on Argus

NWL gained 0.95% while key peers mostly rose: COTY +3.49%, SPB +2.45%, IPAR +1.0...

NWL gained 0.95% while key peers mostly rose: COTY +3.49%, SPB +2.45%, IPAR +1.05%, ELF +0.92%, with EPC -0.93%. Moves appear stock-specific, not a coordinated sector rotation.

Common Catalyst Only SPB had same-day news (upcoming earnings call), suggesting no broad partnership- or product-driven sector theme.

Historical Context

5 past events · Latest: Jan 14 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 14	Brand relaunch	Positive	-0.5%	bubba brand refresh and new insulated water bottle designs
Jan 08	Earnings webcast	Neutral	+4.5%	announcement of Q4 and full-year 2025 earnings release schedule
Dec 02	Product expansion	Positive	-3.7%	NUK Perfect Match line expansion into new pacifier and cup products
Dec 01	Productivity plan	Positive	+4.4%	global productivity plan with workforce reduction and cost savings targets
Nov 21	Conference appearance	Neutral	+3.4%	CEO and CFO fireside chat at Morgan Stanley consumer & retail conference

Pattern Detected

Recent product and brand refresh announcements have seen mixed or even negative next-day moves, while cost-savings and productivity updates aligned with positive price reactions.

Recent Company History

Over the last few months, Newell has focused on brand and portfolio refreshes across subsidiaries like bubba and NUK, alongside productivity actions at the corporate level. The Dec 1, 2025 global productivity plan with targeted workforce reductions and expected annualized savings drew a positive reaction. By contrast, several product launches in Nov–Dec 2025 saw negative or muted moves. Today’s Chesapeake Bay Fragrance™ relaunch and nonprofit partnership continue the strategy of revitalizing key consumer brands within the portfolio.

Market Pulse Summary

This announcement highlights a Chesapeake Bay Fragrance™ relaunch, expanded candle and reed diffuser...

Analysis

This announcement highlights a Chesapeake Bay Fragrance™ relaunch, expanded candle and reed diffuser offerings, and a new environmental partnership with Keep America Beautiful. It extends Newell’s recent pattern of brand updates and collaborations seen across NUK and Yankee Candle. Investors may track how the six-scent portfolio performs at Amazon and select Yankee Candle® locations, while also watching upcoming earnings and productivity initiatives disclosed in recent filings for signs of broader portfolio impact.

Key Terms

reed diffusers, restricted stock units, senior notes, schedule 13g/a, +2 more

6 terms

reed diffusers technical

"introduction of reed diffusers, designed to meet consumers' demand for effortless"

A reed diffuser is a small container of fragranced oil with thin wooden reeds inserted to soak up the liquid and slowly release scent into a room without a flame or electricity. For investors, they matter because they are consumer-packaged goods with steady repeat purchases, relatively high profit margins and sensitivity to raw‑material, supply and labeling rules; changes in trends, safety regulations or ingredient costs can directly affect sales and brand value.

restricted stock units financial

"33,272 shares of common stock were acquired at $0 per share upon the settlement of restricted stock units"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

senior notes financial

"The company issued $1.25 billion of 8.500% senior notes due 2028"

Senior notes are a type of loan that a company borrows from investors, promising to pay it back with interest. They are called "senior" because in case the company faces financial trouble, these lenders are paid back before others. This makes senior notes safer for investors compared to other types of loans or bonds.

schedule 13g/a regulatory

"[SCHEDULE 13G/A] NEWELL BRANDS INC. SEC Filing"

A Schedule 13G/A is an amended public filing with the U.S. securities regulator that updates a previous Schedule 13G, disclosing when an individual or group holds a substantial (typically over 5%) stake in a company and is claiming a passive, non‑controlling intent. Investors monitor these updates because rising or falling holdings can signal changing confidence, potential future moves, or shifts in voting power — like watching a public ledger where large shareholders quietly adjust their positions.

schedule 13g regulatory

"[SCHEDULE 13G] Newell Brands Inc. SEC Filing"

A Schedule 13G is a formal document that investors file with the government when they acquire a large ownership stake in a company, usually for investment purposes rather than control. It helps keep the public informed about who owns significant parts of a company's shares, which can influence how the company is managed and how investors make decisions. Filing this schedule is important for transparency and understanding the ownership landscape of publicly traded companies.

form 4 regulatory

"[Form 4] NEWELL BRANDS INC. Insider Trading Activity"

Form 4 is a official document that company insiders, such as executives or major shareholders, file with regulators whenever they buy or sell company shares. It provides transparency about how those with inside knowledge are trading, helping investors see if insiders are confident in the company's prospects or may be selling for personal reasons. This information can influence investor decisions by revealing insiders' perspectives on the company's value.

AI-generated analysis. Not financial advice.

Renewed Design & Expanded Home Fragrance Portfolio Bring the Uplifting Essence of the Bay Indoors

ATLANTA, Jan. 22, 2026 /PRNewswire/ -- Chesapeake Bay Fragrance™, formerly Chesapeake Bay Candle®, announces the relaunch of the beloved brand with a refreshed identity, an expanded home fragrance collection of candles and reed diffusers, and a new partnership with Keep America Beautiful, the nation's leading community improvement nonprofit. Designed to set the mood and elevate everyday moments at home, the new Chesapeake Bay Fragrance™ collection is rooted in coastal inspiration, bringing the uplifting, mood-evoking essence of the bay indoors through thoughtfully crafted scents and modern design.

The new Chesapeake Bay Fragrance™ collection brings the essence of the coast indoors, introducing a completely new fragrance portfolio featuring six mood-evoking, coastal-inspired scents across both candles and reeds. Through airy, evocative notes such as sea salt, marine breeze, bergamot, soft florals, and comforting vanilla, each fragrance delivers a sense of lightness and nostalgia—transforming everyday moments into meaningful rituals of reset and connection.

As part of this next chapter, Chesapeake Bay Fragrance™ is expanding its portfolio with the introduction of reed diffusers, designed to meet consumers' demand for effortless, all-day home fragrance. Together with the brand's candles, which remain a staple for intentional, mood-setting moments, the expanded portfolio allows consumers to layer scents across rooms and occasions.

The brand's new look goes a step further, pairing elevated simplicity with intentionality. Sea glass–inspired vessels, multi-wick formats and a modern metal lid embossed with the iconic blue heron blend seamlessly into curated spaces, adding warmth and ambiance without overwhelming the room. Whether styled on a coffee table, bedside, or dining space, Chesapeake Bay Fragrance candles are designed to complement modern interiors while quietly enhancing the mood.

"This relaunch reflects our focus on capturing the emotional and sensory benefits experience of coastal living," said Aaron Swart, Senior Vice President and General Manager of Home Fragrance. "Our fragrances invite you to stay present, so you can focus on the moments — and people — that matter the most to you. Spark a coastal memory. Brighten your day."

The new candle collection is available in four sizes, 4.5 oz, 8 oz, 11 oz, and 14.5 oz, alongside a coordinating reed diffuser, and features six evocative, coastal inspired scents: Serene Waters, Marine Drift, Golden Waves, Ocean Blossom, Salted Sands, and Ocean Retreat. Available now at Amazon.com, select Yankee Candle® retail locations and chesapeake.yankeecandle.com

Inspired by the place it calls home, Chesapeake Bay Fragrance™ is guided by the belief that caring for ourselves and caring for the planet go hand in hand. Rooted in the natural beauty of the Chesapeake Bay region, the brand's relaunch reflects an ambition to honor the environments and waterways that inspire its fragrances.

Building on this ambition, Chesapeake Bay Fragrance™ is partnering with Keep America Beautiful as an official sponsor of the Greatest American Cleanup, a nationwide initiative dedicated to preserving and restoring natural spaces across the country. The partnership directly reflects the brand's coastal roots and long-standing connection to American waterways, particularly the Chesapeake Bay, while reinforcing the brand's mission to help create moments of wellness and connection through coastal-inspired fragrance.

Through its work with Keep America Beautiful, Chesapeake Bay Fragrance™ is supporting hands-on, community-led efforts that protect shorelines, beautify shared spaces, and strengthen local environments—bringing the brand's belief that small, intentional actions can create meaningful, lasting impact to life beyond the home.

To learn more, please visit chesapeake.yankeecandle.com.

ABOUT CHESAPEAKE BAY
Chesapeake Bay Candle® was founded in 1994 in coastal Maryland, taking inspiration from the natural beauty of the bay that would become the company's namesake. Over the past three decades, our brand has been inspired by moments of wellness for the mind and body — drawing from these cues to inform our fragrance design and storytelling. Now, we've chosen to revisit our roots and return to our coastal heritage with a refreshed perspective as Chesapeake Bay Fragrance™. 

Designed to spark memories and evoke moods, Chesapeake Bay Fragrance™ helps create the perfect ambiance, uplift spirits, and inspire meaningful connections. 

ABOUT NEWELL BRANDS
Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie®, Graco®, Coleman®, Rubbermaid Commercial Products®, Yankee Candle®, Paper Mate®, FoodSaver®, Dymo®, EXPO®, Elmer's®, Oster®, NUK®, Spontex® and Campingaz®. Newell Brands is focused on delighting consumers by lighting up everyday moments. 

Media Contacts:
Alison Brod Marketing + Communications
Newell@abmc-us.com

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SOURCE Chesapeake Bay Fragrance

FAQ

What products are included in the Chesapeake Bay Fragrance relaunch (NWL)?

The relaunch includes six coastal scents across candles in four sizes (4.5 oz, 8 oz, 11 oz, 14.5 oz) and a coordinating reed diffuser.

Where can investors or consumers buy Chesapeake Bay Fragrance products (NWL)?

Products are available now at Amazon.com, select Yankee Candle retail locations, and chesapeake.yankeecandle.com.

What is the Keep America Beautiful partnership announced by Chesapeake Bay Fragrance (NWL)?

Chesapeake Bay Fragrance is an official sponsor of the Greatest American Cleanup, supporting shoreline preservation, beautification, and community-led restoration efforts.

Which scents launched with the Chesapeake Bay Fragrance relaunch (NWL)?

The six new scents are Serene Waters, Marine Drift, Golden Waves, Ocean Blossom, Salted Sands, and Ocean Retreat.

How does the relaunch change Chesapeake Bay Fragrance packaging and design (NWL)?

The brand introduced sea glass–inspired vessels, multi-wick formats, and a modern metal lid embossed with a blue heron to suit modern interiors.