Personally I don't mind the artificial, somewhat overpowering fragrance too much but DH hates it. Unfortunately though, we do have some unpleasant whiffs in our house at times, e.g. pooey nappy smell (my 7 month old is very... regular shall we say), fishy smell from cooking fish, lingering 'frying' smell from frying chicken, pork etc.
In the summer it's no issue to just open a window and let a nice fresh breeze take care of it. But in the winter I'm not sure what to do. The extractor fan doesn't seem to prevent cooking smells. At Christmas I did a "stovetop pot pouring" by simmering some cinnamon sticks, citrus, vanilla etc. which filled the whole house with lovely natural smells but it's a bit too festive for the rest of the season!
Make sure the extractor fan filter is clean; freshly laundered towels on the bathroom radiator seem to give off a good smell; make sure all dirty nappies go straight outside and any solids are flushed down the loo; I have "clean" scented diffuser sticks in the bathroom (eg verbena, or green tea - nothing too sweet or sickly).
I just bought a diffuser, recommended by people on another similar thread. It's fab. I only use 100% natural essential oils, so it doesn't smell artificial at all. It seems to scent he room much more quickly than candles or incense, and fairly subtly too.
We still open the window in winter. 10 mins open will clear the room of horrid smells
We also have candles but they add smell rather than clean
We always changed baby nappy in bathroom also so all poo smell in bathroom where is should be, open window . Can then empty poo straight into toilet and wash hands all in one place. Just had changing mat stored behind bathroom door