Thinking about Candles

I was in the mall at the Yankee Candle store where we are regular customers. My wife was restocking her candle supply. She bought a candle called “Vineyard” which smells like Nehi Grape Soda. “Hydrangea” is another of her favorites. That one smells like a floral scented perfume that may or may not include hydrangeas. Candles are a big business. That there is a successful chain of stores such as Yankee Candle attests to that. We may have as much artificial electric lighting as we can possibly want or need, but candles still have a nice niche.
A century ago people were still watching the O’Reilly factor by candlelight. Nowadays we just flip a switch or two and the entire house is bathed in enough light to make you feel you’re on Broadway. When Edison invented the light bulb, savvy investors of the day probably dumped their candle stocks in droves, assuming that GE Soft White 60-Watt bulbs would decimate the wax and wick crowd. But they were wrong about that weren’t they?
People are still lighting candles, mostly as a mood elevator. Lots of candles are being lit to lighten the load if not the room these days. Aroma therapy is alive and well. Candles have become decorative items too, packaged in fancy delicate glass containers. Once the candle is gone some containers could probably double as carafes to hold wine the way jelly jars became juice tumblers years ago. Candles also come in many shapes, designed to add a festive touch to just about any holiday you can think of. I still have fond memories of a Santa candle even after St. Nick’s head was melted beyond recognition when we forgot to blow out Santa’s red cap one Christmas Eve.
Before we left the Yankee Candle store the clerk dropped a catalogue in the bag holding the candles. I hate these things. Trees die in vain to feed the marketing frenzy of retailers. I mean does anybody actually read a candle catalogue? As it turns out, in spite of my disdain for them, I do. At least I read this one. Did you know Yankee Candle makes a candle called “Garden Cucumber?” I wonder how many people so love the smell of cucumbers that they want to introduce that scent into their homes on Saturday nights. If you were frying garlic in olive oil would you light a cucumber candle to arrest the odor? It seems to me that a “Mango Salsa” would go better with the garlic and oil. The question then is what wine to serve?
Yankee Candle also offers something called “Evening Air.” It costs about 25 bucks for a big jar of…well, evening air. Forgive me for asking, but does it really make sense to spend $25 to light a candle when you can just open a window and get the real thing? Unless you live downwind from a waste disposal plant, I think fresh air has a distinct advantage over the bouquet one gets from the burning chemicals coming from the jar.
Another candle that caught my eye is called “Storm Watch.” By all means let me light a candle that reminds me of the terror of hiding in my closet while a category 5 tornado whistles though my neighborhood. If using an aroma to invoke senses that make the hairs on the back of your neck stand straight up, I have a few suggestions for candle makers everywhere. How about a candle called “I Smell Smoke?” Imagine our delight when an unsuspecting house guest gets a whiff of something akin to an electrical fire. Indeed maybe the candle’s name should be “Flash Fire.” “Life Flight” also comes to mind. If the boys and girls in the candle scent lab can find a way to mingle the smells of helicopter exhaust, rubbing alcohol and gauze bandages, it could be a winner for those who prefer to live on the edge.
I suppose I’m being silly again but there is no denying that the candle industry successfully reinvented itself. They could have gone the way of the buggy whip and the typewriter. Instead they moved from a critical necessity to tiny luxury item. The industry’s problem now is coming up with new scents that give us the urge to light up. As you can see, I’m trying to help.

Copyright Len Serafino 2010. All rights reserved.