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Scented candles. What are they for? Ask a man, and you might get varying answers – for masking the stank of indifferent housekeeping; for turning one’s home into a firetrap (bonus if careless children and pets serve as the arsonists); for frittering away money; for making grown men sneeze. Like cushions, scented candles seem an item of home decor most men could do without. Indeed, 90% of candles are purchased by women. Yet candles grace seven out of ten households and come in more than 10,000 different scents for US customers alone.
As the autumn nights draw in, even earlier now that our clocks are set back, the clever advertisers at Glade invite you into the mind of their typical female consumer, so you can see what all the scented fuss is about. “LET TEMPTATION FILL THE AIR,” Glade’s ad proclaims, as a sultry alto invites you to “Dare to let fragrance take you places you never thought you’d go…”