Triple scented candles: what's the fuss? | Pretty Frank

Triple scented candles: what's the fuss?


Triple scented candles: what's the fuss?

The candle industry in Australia is highly competitive and this means that marketing can be the biggest differential between brands. The term “triple scented” comes up often, as candle enthusiasts are thrilled with the throw from Pretty Frank candles and want to know how I ensure such a far-reaching fragrance. I don’t use the term triple scented in my marketing, as I believe the team is confusing at best and deceptive at its worst.

I’m yet to find a satisfying definition of the term “triple scented” and chandlers who use this term in their marketing aren’t particularly forthcoming with how they define it.

So what does it mean to have a triple scented candle?

Great question! While the name itself would suggest that ‘triple scent’ means three times the fragrance of a regular candle, this is simply not possible. Most chandlers already use the maximum fragrance loading in their candles. If any more is added, it does not make the fragrance throw stronger and will affect the burning of the wick which ruins the candle.

Each type of wax (soy, paraffin, coconut, beeswax) can only take a certain amount of fragrance before the quality of the candle is affected. While manufacturers of wax provide guidelines for “maximum fragrance loading”, the answer varies for each kind of wax and is refined over time by research by the candle maker.

Fragrance is expensive

The fragrance of a candle can be the most expensive component for a maker. To use three times the fragrance with the risk of ruining the candle by doing so seems wasteful and only increases the cost price of the candle.

There is no reason for a candle maker to multiply the required amount of fragrance just for marketing.

A quality soy wax candle only needs wax, fragrance and a wick

To keep things “Frank”, it’s important for consumers to be aware that an effective soy wax candle only needs to contain quality wax, a wick and fragrance (if so desired). Marketing terms are used by all candlemakers to describe their candles and convince you to buy, however most candlemakers follow much the same pattern when making their candles. Wax. Fragrance. Wick.

Do you buy candles advertised as “triple scented”? Have you noticed a difference in the quality of burn, or does it seem much the same as other candles?