Performance, Ingredients, Price.
If an artisan makes just one soap then I can see fragrance ranking up there. If an artisan has a top-notch base then they will have a scent that I can live with. Fragrance may be important when picking a particular soap but has no bearing on what brand of soap I'm purchasing. They all have at least one that is useable. I don't even notice the scent when shaving. Good post shave feel is a bonus but I reckon that's what a good balm is supposed to take care of.
If an artisan makes just one soap then I can see fragrance ranking up there. If an artisan has a top-notch base then they will have a scent that I can live with. Fragrance may be important when picking a particular soap but has no bearing on what brand of soap I'm purchasing. They all have at least one that is useable. I don't even notice the scent when shaving. Good post shave feel is a bonus but I reckon that's what a good balm is supposed to take care of.