I want you to know that as I'm typing this I'm laughing my ass off. It's actually not the scents themselves that I find amusing. I actually know people that enjoy the smell of fresh cut grass, so no judgment there. But I really hope they aren't actually making an effort to market this specifically to men to expand their consumer base. If a man likes candles but doesn't feel comfortable enough popping his head into Yankee Candle to buy himself something, it's not because there aren't scents available that appeal to him. It's because he, mistakenly, perceives candles as a feminine purchase and doesn't want people (read: stupid people) thinking he's a sissy or something. That kind of guy isn't going to go in the store....ever. Yes, maybe his girlfriend will buy him something, but probably not. A majority of the time when a girl buys a candle for her guy, its because she's trying to make his place smell better, so the purchase is really for her.
And the type of guy that doesn't mind going into the store? You can't convince me he'd rather the smell of sawdust than fresh laundry. If he does, it's not a gender thing, it's just because he's that type of person or he associates that scent with a pleasant memory. Plus, he's already been coming into the store and has a pre-interest in candles, so you're not getting any new customers here.
So do you think this effort to get men into candles is going to ignite or fizzle? You can also check out the different manly scents at YankeeCandle.com