I'm just basing this on what I see other, larger companies do of course, but yeah, it can't be the "same" candle. There has to be a reason immediately obvious to the customer that it is a "premium" candle. For example, pricing Apples and Maple Bourbon $5 less than Hey Hey Cute Cabana Boy in the exact same jar with the exact same packaging and calling the latter a "premium fragrance" might not go over too well, but say, putting the HHCB candle in different packaging and calling it something more upscale and adding a description about the history of San Tropez on the back of the box might. It's like the Cabbage Patch doll 25 years ago, with it's own little "adoption certificate" and history page and "no two are exactly alike" hook, and priced way above some mass produced doll thrown in a box with a bottle and change of clothes. The little additional things about the CP doll made it immediately unique and more appealing to the consumer.