There’s a small body of work on the sociology of smell that deals with gender. Scents, their cultural meaning, and our experiences of them are culturally mediated processes (here, here, and here). What women and men ought to smell like is, in some ways, just another of the various ways in which we are all held accountable to recognizable performances of gender. Controlling one’s own scent is a small part of this process. And controlling the scent of your home–perhaps in different ways for different spaces within the home–is a piece of gendering our social environments as well.
Yankee Candle stores are always fun. I generally find myself in one some time in winter or fall when I want my house to smell like I just baked something with apples in it or like a fir tree had an accident in my living room. Like a great deal of stores dedicated to selling niche home décor, Yankee primarily caters to women. Desiring your home to smell like “Fluffy Towels,” “Autumn Leaves,” a “Bahama Breeze,” or “Home Sweet Home” is something that many people likely classify as a “feminine” desire (regardless of the gender of the desirer in question).
Like a number of products catering primarily to women, Yankee has developed a “men’s line.” I’ve always thought that gendering scents has been somewhat ridiculous–that the line between perfume and cologne was less clear than it’s often depicted. Smells don’t have a gender, do they?