Candle Therapy, Yankee Style

Home scenting goes upscale as your new taper exudes tobacco, fig or green bamboo.


We are ever-more-hip to the great mood a good smell can launch and home scenters now deal routinely with our mental health.

Rick Ruffalo, CEO and the marketing face of Yankee Candle, explained the new possibilities to a group of fragrance experts in September, 2008. Fragrance is used to enhance and remember events, to create environments and moods. Florals and musks for romance, vanilla and spice as invitations home, ozone and pine to relax, licorice and cinnamon to promote alertness and lavender for sweet dreams. Yankee Candle has innovated with No-Smella, the new anti-citronella that expels mosquitoes but refrains from competition with the scent of your favorite hot dog, hamburger and sausage. Highbrow stuff.

Last November, I had occasion to watch gifted scent critic Luca Turin's face as he smelled a votive of Yankee's Macintosh for the first time. "A date with Macintosh" was in order, he allowed.

Yankee Candle’s flagship store in South Deerfield, Massachusetts, affectionately dubbed The Scenter of the Universe, is a Disneyworld of home decorating products and scent experiences. This winter, you can buy candles in a room where it snows every four minutes.

It Musk be Fresh

Consumers express their taste in fragrance with an impoverished vocabulary: “something fresh,” they always say. A sales-clerk will wait on hundreds of customers before realizing that “fresh” is a synonym for “something I like.” Silly girl, she thought you meant the smell of herbs, fresh cut grass, citrus or the ocean. Lo and behold, some heady oriental smells fresh to you. Why? Because fresh is good, this scent smells good and must, therefore, be fresh.

Next time you shop for a fresh scent, perhaps a little soapy to remind you of laundry “fresh” from the dryer, recall this: One of the most popular scents in laundry detergent is musk, a fragrance ingredient formerly obtained from a gland located between the stomach and genitals of the East Asian male musk deer. Musk is used to infuse perfumes with depth and richness while fixing them to the skin and is considered by most to be a sexy smell, not a fresh one.

But the main goal of perfume is pleasure, So if it makes a person happy to say that musk is a fresh smell, why not? I like fresh scents too. Like a nice piece of pizza hot from the oven.