Why do some people LOVE a candle's fragrance and another may recoil from the smell? Here's a little insight on smell.
Of the five senses the in the olfactory system, SCENT is the only one that passes through the limbic system before it reaches the processing center of the brain. The limbic system is, in general, home to motivation, emotion, learning, and memory. Smell is the most emotionally evocative of all of our senses. It goes back to a time in our evolution when smell was much more important than it is now. In general, humans can identify approximately 16 different emotions through pheromones given off via apocrine in sweat.
The power of smell is so intense some scents can be distinguishable even after 30 years. A scent may be connected to a particularly emotional time or place. For example, many people associate the smell of pine needles with winter. When one smells pine, they may even "feel" a chill. Even something as familiar as a perfume. My Nana wore Wind Song powder (do you remember that one?). That scent brings me right back, 40 years, to my Nana hugging me tight. Stirs up powerful memories. In this case, happiness, warmth and love. Or how the smell of stale beer and cigarettes brings me back to Tiger Town Tavern in the 90s. Ahh, the good old days. We promise not to make a candle out of the latter.
To simplify the answer: it's based on experience and familiarity. Another example, most cultures have their own scent. So a native will be unaware of any scent. Say one is traveling from the US into any other less developed country. As a visitor steps off the airplane, immediately they notice a different scent in the air. The "smell" of a different culture. It may be a number of different fragrances derived from the local diet, living conditions, local flora and fauna, etc. The next time that particular scent; "air" from this foreign place, is smelled it could evoke the emotions of that visit.
In closing, scent is very personal. When you find something you love, close your eyes and try and think of what that smell makes you think of, feel, the time and place that you first encountered that scent. Hold on to that fragrance, those memories are your's only, in that moment. Or, light a candle or use one of our amazing room sprays to cover that smell - which ever emotion it may have stirred.