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ROOT LightStyle Press Kit

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PICK THE RIGHT LIGHTSTYLE FOR YOUR LIFESTYLE… THE ROOT CANDLE WAY MEDINA, OHIO – FEBRUARY 22, 2005 - Root Candles, manufacturer of the best candles in America, today unveils LightStyle™, a creative program that helps you determine your individual decorating style and shows you how to use candles to enhance and beautify your living environment… wherever you are. ―Candles are often overlooked as the easiest, most inexpensive and flexible way to add beauty to an interior,‖ says Laura Jones, Root Candles‘ Creative Director. ―Root‘s LightStyle program shows you that candles are the ‗jewelry‘ of interior decorating, adding warmth, sparkle and brilliance to any home.‖ By taking a short quiz online at www.RootLightStyle.com or at selected Root Candles retailers (found online at www.RootCandles.com), anyone can determine which of the five LightStyle categories best suits their own individual look:  MODERNIST: Mid-Century Modern to Cutting-Edge Futurist - The Look: Urban; sophisticated; crisp and sleek; in tune with the latest styles and trends; 
complex colors, black, white and grays The Dream Home: City penthouse or loft Entertaining Style: Go out to party at the current hot spot

CLASSIC: Preppy to Old Money
The Look: Traditional; elegant and refined; often ornate décor with gold or crystal accents; bold, rich colors The Dream Home: Country manor house Entertaining Style: Formal sit-down dinner using fine bone china dishes



RELAXED: Simple Life to Unhurried Down-Home
The Look: Comfortable; informal; country-inspired or outdoorsy; peaceful neutral color tones The Dream Home: Sprawling mountain ranch house or seaside cottage Entertaining Style: Casual barbecue with good friends



ROMANTIC: Feminine and Frilly - The Look: Victorian or slipcover chic; vintage lace; antiques; pastels or bright, cheerful
colors The Dream Home: Castle or countryside Victorian Entertaining Style: Dinner by a fire, followed by dancing



SPIRITED: Spitfire of Color and Emotions
The Look: Earthy; funky; unique; multicultural; bold and vivid colors The Dream Home: Spanish-style hacienda with a garden of exotic plants Entertaining Style: Impromptu Moroccan dinner with dancing

623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com

Once consumers determine their individual LightStyle category, Root Candles offers step-by-step guidance on how to use candles more effectively in home decorating, from determining the right candle colors, textures and fragrances to giving vivid visual examples of how candles can be used in a variety of environments, from the living room to the bedroom. ―The Root LightStyle program is designed to provide quick and easy guidelines for those who have specific LightStyles. The program also serves those we call ―Eclectics‖ -- individuals who tend to gravitate toward two or more LightStyle categories,‖ says Jones. ―Using the LightStyle program guidelines, those with Eclectic preferences won‘t feel overwhelmed by too many choices, knowing they can make tasteful style decisions by choosing from any of their main LightStyle categories.‖ Consumers who sign up for the LightStyle program online at www.RootLightStyle.com will continue to receive in-depth LightStyle profiles, helpful examples and tips on how to use candles tailored to their personal LightStyle via e-mail newsletters. ―For over a century, Root has been known for offering the best-made and highestquality candles in the U.S. However, quality is only one of two issues that concern our customers; the other is style,‖ says Jones. ―By helping people learn how to use candles to suit their individual LightStyle, we are helping them make their living environments even more beautiful—affordably.‖ ABOUT ROOT CANDLES Root Candles (www.RootCandles.com) is the oldest and most respected family-owned candle maker in America. Founded in 1869, Root Candles today is one of the nation‘s leading candle manufacturers, producing the industry‘s finest array of decorative candles for the home. The Root LightStyle™ program (www.RootLightStyle.com) is a first-of-its-kind initiative that guides people to use candles to enhance their living environments according to their personal decorating style. FOR MORE INFORMATION…
Stephanie Friedman, Spiralgroup for Root Candles, 914-723-8588, Stephanie@Spiralgroup.com Stuart McFaul, Spiralgroup for Root Candles, 650-941-6282, StuartM@Spiralgroup.com

623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com

ROOT LIGHTSTYLETM CHART
WHAT’S YOUR LIGHTSTYLE?
LightStyle The Look Interior Designers
Mario Buatta Thomas Britt Alexa Hampton Juan-Pablo Molyneux Sandra Nunnerly

Fashion Designers
Ralph Lauren Calvin Klein Donna Karan Chanel

Celebrities

Florals

Classic

Traditional Classic American or European

Jackie O. Candice Bergen Oprah Winfrey Catherine ZetaJones Renee Zellweger Diana Krall Sean Connery Charlotte

Camellias Oriental Lilies Orchids Roses

Modernist

Urban Sophisticated Mid-century

Barbara Barry Nancy Corazine Victoria Hagen Thomas O‘Brien Robert Schaible Vicente Wolfe

NarcisoRodriguez Pucci Armani

Audrey Hepburn Halle Berry Julianne Moore Debra Messing Sarah Jessica Parker Brad Pitt Miranda

Bamboo Calla lilies Amaryllis Bells of Ireland Lamb‘s Ears

Relaxed

Comfortable/ cozy Country-inspired, Outdoorsy

Diamond Baratta Dennis Buchner Nina Campbell

Marc Jacobs Chloe

Ali McGraw Cameron Diaz Jamie Lee Curtis Meg Ryan Ashley Judd Jennifer Aniston Matthew McConaughey

Daisies Freesia Gerbera Mums Wildflowers

Romantic

―Shabby chic‖ Flowery Feminine

Diane Burn Eden Roderick Shade Alexandra Stoddard

Jessica McClintock Valentino

Jennifer Garner Kate Hudson Julia Roberts Stevie Nicks Barbra Streisand Heath Ledger Carrie

Gardenias Roses Violets Tulips Peonies

Spirited

Colorful Earthy Ethnic Exotic Funky

Clodagh Waldo Fernandez Robert Hutchison Ron Mann

Betsey Johnson Kenzo

Salma Hayek Angelina Joli Queen Latifah Jennifer Lopez Alicia Keyes Johnny Depp Samantha

Antherium Bird-ofparadise Lucky bamboo Red ginger Poppies

FOR MORE INFORMATION… Stephanie Friedman, Spiralgroup for Root Candles, 914-723-8588, Stephanie@Spiralgroup.com Stuart McFaul, Spiralgroup for Root Candles, 650-941-6282, StuartM@Spiralgroup.com
623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com

ROOT LIGHTSTYLE™ QUIZ
This simple quiz is a fun way to help you discover your LightStyle, by capturing the essence of your personal preferences, taste and sense of style. Just answer these eight easy questions and use the scoring guide that follows to identify your LightStyle.
1. QUESTION: If I were going out at night, I would wear…

A. Something tailored and timeless with pearls.

B. Anything as long as it‘s black.

C. A simple shirt and jeans.

D. Soft, flowing garments with a little bit of lace.

E. Natural fabrics and chunky jewelry.

2. QUESTION: If I were planning a two-week vacation, I would be going to…

A. Tour the great houses and castles of Europe.

B. New York or London to catch the latest shows and exhibits.

C. Relax with friends at the beach.

D. Wine-tasting in the French countryside.

E. Eco-tour in the Rain Forest, Africa or the South Pacific.

3. QUESTION: My kind of party would be…

A. A formal sit-down dinner in the dining room.

B. At the current hot spot.

C. My best friend‘s barbecue.

D. Dinner and dancing. A luau.

E.

4. QUESTION: Which furnishing would appeal the most to your lifestyle?

A. An upholstered wing back chair.

B. A stainless steel table.

C. A roomy overstuffed sofa.

D. A Victorian daybed.

E. A zebra-print rug.

623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com

5. QUESTION: What type of dishes do you use when entertaining?

A. Bone china.

B. Simple geometricallyshaped plates.

C. Colorful paper plates with wicker holders.

D. Pretty antique dishes.

E. Earthenware or handmade pottery.

6. QUESTION: What type of bedding do you prefer?

A. Rich brocade with detailed trim.

B. A boiled wool coverlet in neutral colors.

C. A fluffy down comforter.

D. Layers and layers of white antique bed linens.

E. A quilt made from colorful Thai silks.

7. QUESTION: What outdoor furnishings do you enjoy?

A. Wrought iron chairs and table with a glass tabletop.

B. Aluminum tables and chairs.

C. A hammock.

D. Turn-of-the-centurystyle wicker chairs with floral cushions.

E. Folding bamboo safari chairs and a whimsical Mexican fountain.

8. QUESTION: What style of artwork suits your living environment?

A. Traditional oil portraits.

B. Black and white retro photographs.

C. Collectible posters.

D. Framed antique photographs and mirrors.

E. Moroccan masks.

623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com

SCORING Mostly A‘s—Classic LightStyle Mostly B‘s—Modernist LightStyle Mostly C‘s—Relaxed LightStyle Mostly D‘s—Romantic LightStyle Mostly E‘s—Spirited LightStyle Too close to call? Consider yourself an Eclectic! If you gravitate to two or more LightStyle categories, you are a LightStyle Eclectic. For example, if your responses include a fairly equal mixture of C‘s and D‘s, then your score suggests that you are a Relaxed-Romantic Eclectic. Eclectics have the freedom to choose Root Candles and decorating accessories from either of your preferred LightStyle categories. No matter what your LightStyle, Root Candles will light the way to a unique style, comfort and pleasure in your living environment.

623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com

ROOT CANDLES BACKGROUNDER
ABOUT ROOT CANDLES Root Candles (www.RootCandles.com and www.RootLightStyle.com) is the oldest and most respected family-owned candle maker in America. In 1869, relying on his strong values of integrity, faithfulness and hard work, Amos Ives Root (1839-1923) founded a manufacturing company in Medina, Ohio, which still proudly bears his name. Stemming from his avid interest in beekeeping, the company began producing an innovative new beehive and later used the beeswax by-products to produce liturgical and decorative candles. Today, Root Candles is one of the nation‘s leading candle manufacturers, producing the industry‘s finest array of decorative candles for the home. After more that 130 years in the marketplace, Root Candles continues to produce a superior product, remaining true to the ideals of diligence, creativity, purity and integrity. ABOUT ROOT LIGHTSTYLE™ The Root LightStyle™ program (www.RootLightStyle.com) is a first-of-its-kind initiative that guides people to use candles to enhance their living environments according to their personal decorating style. By taking a brief quiz, people can determine their LightStyle – Classic, Modernist, Relaxed, Romantic or Spirited – and use Root‘s guidelines to determine the right mix of candles, fragrances and decorating accessories to easily and inexpensively beautify their homes. THE ROOT CANDLES DIFFERENCE Through five generations of family leadership, Root Candles has continued to uphold the values of its founder, never faltering from its commitment to quality, purity and innovation. It is this sense of tradition, the dedication to quality, a deep understanding of the art and science of candle making and a passion for being the best that sets Root Candles apart from the competition. Noted for outstanding quality, Root Candles takes pride in the appealing fragrances, rich full colors, unique textures, longer-burning proprietary wicks, and cleaner-burning premium waxes that make Root ―The Best Candle in AmericaTM.‖ PRODUCTS Root Candles produces a wide range of styles, including filled containers, votives, pillars, dinner candles, tealights, travel tins and liturgical candles. Available in over 60 colors and fragrances (including unscented), the full line can be seen at www.RootCandles.com.

FOR MORE INFORMATION… Stephanie Friedman, Spiralgroup for Root Candles, 914-723-8588, Stephanie@Spiralgroup.com Stuart McFaul, Spiralgroup for Root Candles, 650-941-6282, StuartM@Spiralgroup.com

623 West Liberty Street P.O. Box 706 Medina, OH 44258 (330) 725-6677 Fax 800-685-2094 www.rootcandles.com


				
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