Is Scented Merchandise In or Out?

“Scent is the first thing people notice,” observed Jenny Ho, owner of Jade Soap Shop in Dunedin, Fla. Indeed, at toiletries stores around the country, retailers say fragrance is not only in vogue; it’s often the factor that determines a purchase.

Many customers at Blackthorn Mercantile in Portland, Ore., regularly restock their house with candles, soaps and lotions in a signature scent. Blackthorn Owner Lisa Stanger said pumpkin, apple cider and ginger pear set the holiday mood. Also in

Portland, warm aromas of fir and maple bourbon are winter favorites at Mad Sass Soap, another artisan boutique.

Customers can create their own signature scents at Buff City Soap in Atlanta. “We’ve got core fragrances and essential oils, so people can mix and match — magnolia, lemon eucalyptus, lavender, rosemary,” said General Manager Heather Marston. “Then they can name it whatever they want. In three days, they’ve got soap in their own unique fragrance.”

At Soaptique in Detroit, about half the clients go for aromas, while more sensitive guests avoid smells. “Some clients want highly scented products, but the others go for vegan items, or they may have skin issues,” explained Owner Wanda Curry. ❖

Jade’s best-sellers are her Empress’ Secret Royal Spa Soap and the Coffee Mint Marseille Soap, which features 72 percent olive oil as well as light exfoliation. Devoted clients come regularly for Jade Soap’s long-lasting fragrances, superior lathering and the traditional Asian herbs that Ho said brighten the complexion. “My customers are connoisseurs of handmade soap, and they’re very particular,” the retailer explained.

High quality soaps are popular because they make appealing, useful gifts and fit with today’s natural ethos. “My customers want to go plastic free, they prioritize essential oils and eco-friendliness, and they are willing to pay more,” Ho observed.

In Detroit, girls’ night out might be at Soaptique’s Sip and Pour Candle-Making Workshop, where groups up to eight participants mix fragrance oils over wine and hors d’oeuvres. Soaptique Owner Wanda Curry said her body butter classes are also popular; both events can be booked on Eventbrite.com.

Curry opened Soaptique last June and already has a following for her homemade, provocatively named toiletries. The bestselling Moisturized Thighs Body Butter line includes versions named Pink Panties, Silk Thong, Thick Thighs and Stiletto Heels. “It’s a moisturizing regimen that describes a woman,” Curry explained. Many of her products are made with traditional ingredients; Soaptique’s yoni soap, for instance, features the apple cider vinegar women have used for generations in bathing hygiene.

But with candles, Curry has learned many shoppers have modern preferences. “A lot of people are allergic to soy, so they’re looking for eco-friendly alternatives like apricot or coconut wax,” the retailer noted. Her candles are favorites because they are slow burning, don’t put out a lot of soot, and use cleaner wooden wicks.

With 750 square feet of retail space, the store is welcoming more browsers each month. “People are really interested: What does a Soaptique have?” Curry said. “And I’m happy to show them.” ❖