Coffee soaps are known for being scent neutralizers.  I use mine primarily at the kitchen sink for just this purpose.  However, over the last 20 years, caffeinated soaps have become "a thing".  Why?  One reason is the tightening affect it has on the skin.  So, it is thought to help with cellulite, stretch marks and scarring.  It is also thought to bring energy to users.  Now, I don't have any scientific studies to point you to, but, that is why repeat customers are buying it.  Because it also have triple milled coffee beans, it is an also an excellent exfoliator...think winter dry skin relief.