Our memories and experiences of the holidays are profoundly accented by scent: the fragrance of baking cookies, the pungent scent of pine trees, and the distinctive whiff of our family members’ homes are among many peoples’ strongest sensory memories. Marcel Proust’s Remembrance of Things Past described a rush of “involuntary memory” incited by the scent and taste of a madeleine, painting a picture of sensations that provoke emotionally rich recollections. Countless web pages provide directions for simmering water jars, stove top concoctions, and homemade potpourri that will make your home smell like a Yuletide wonderland. For those of us too impatient to boil star anise, orange slices, and cinnamon sticks, an enormous industry caters to consumers’ sensory imagination, selling us smells that fortify our own clouds of pumpkin pie and turkey: numerous marketers hawk familiar scents like evergreen or vanilla, but many like American mall behemoth Yankee Candle sell fantasy scents, with Angel’s Wings, Cozy by the Fire, Winter Glow, and Cat’s Whiskers among its 2015 holiday fragrances.
Christmas is an especially lucrative time of year to sell scents. In 2012 Yankee Candle’s European Managing Director championed holiday scents when he said “imagine Christmas without all the wonderful scents it comes with, and you’ll understand why home fragrance is so important at this time of year.” Perhaps the most distinctive entrant in the holiday consumer scentscape is the Poo-Pourri toilet spray. Poo-Pourri has sold over 10 million bottles of its’ “before you go” toilet spray, which promises that its natural oils will eliminate your foul bathroom cloud before it becomes part of your Yuletide sensory memories. Poo-Pourri concedes that the fragrances of the holidays inevitably include the unavoidable intestinal impact of Grandma’s butter-laden sweet potatoes. The toilet spray’s elevated holiday sales suggest that at least some of us are self-conscious that our young relatives’ memories of Christmas fragrances will involve pine trees, Yankee Candle vanilla, and the unmistakable post-digestive cloud that will forever be associated with you. Rather than have your friends and family remember you as a malodorous Chewbacca, Poo-Pourri promises you’ll instead be associated with the English garden scent you always left in the holiday potty. Read the rest of this entry