Foton®’s Playbook To Becoming A Viral Product

The scented candle market is a crowded battlefield, with big names like Yankee Candle and Bath & Body Works and a long list of little guys.

One brand that’s made it into this competitive market is Foton®, whose products have gone viral lately on social media. Their best-performing YouTube has garnered 11 million views and half a million likes! (Organic or not, these numbers are impressive as hell).

What’s behind the virality of this product? Let’s dive into the 3 key factors that explain it all:

1. Form factor

Form factor is all about the shape and size of your product, and how it looks and fits into the world.

For a pleasurable product like a candle, you should create a unique feel to stand out—whether that’s a slight twist on existing leaders or a complete redesign.

Take chocolate, for example: Reese’s is known for its cup, Hershey’s for its bar, and M&M’s for its small, round candies.

Foton® has nailed this. Their candles are not your typical solid wax block in a glass jar. Instead, Foton®’s candles are formed by small pearls that take the shape of any container, inspired by the 90s DIY sand candle experience for kids.

But it’s not just about looks. This creative form factor is also leveraged to…