Candle enthusiasts have likely encountered the term "Triple Scented". It sounds like a triple scented candle would offer a stronger fragrance than a non-triple scented one, making it a tempting purchase.
However, "Triple Scented" might be a potentially confusing and deceptive marketing strategy, even though companies are within their rights to use it. The Australian candle industry is highly competitive, and marketing can often be the key differentiator between brands. The term "Triple Scented" is frequently used, and I'd like to explain why.
The range of products available to candle makers has significantly evolved over the past 15-20 years. Paraffin wax, which was predominantly available back then, could only hold a 3% fragrance load. When making candles, there is a maximum 'fragrance loading' (the percentage of fragrance in a candle) that can be used.
Nowadays, new types of wax with higher fragrance load capacities have entered the market. These waxes can hold between 8-10% fragrance loading. Therefore, today's triple scented candles are considered to have "triple the fragrance" when compared to paraffin candles from the past.