The scent will mellow and soften some as time passes. Honest. The color seems to lighten a wee bit as well, but it will always be in the molasses, caramel, fudge, and chocolate color range -- no namby pamby "creamy ivory" for this kind of soap!
And, my dear Efficacious, I suggest you do let it gel. Gel won't change the appearance much to speak of, unlike a lighter colored soap, and the soap will be a bit harder in the mold so it's easier to unmold and cut.
I just got done making a PT soap with a hand-crafted "pit tar" from Sweden. The soap turned out nearly black, with only 10% PT. This is the third type of pine tar I've used -- I'm just curious about the different types.
I started with the easy-to-find-in-the-USA Bickmore brand (smells strongly of smoky rubber, lightens some to a deep caramel color after cure), went to a Swedish mass produced "light" pine tar (has a generic smoky campfire smell and a chocolate cake color), and lastly tried the hand crafted stuff (smells of smoky campfire made with pine wood, nearly-black color of good blackstrap molasses).
As far as the cost vs. perceived value goes, the Swedish mass produced is the clear winner. It only costs a little more than the Bickmore, but it's 1/4th the cost of the hand crafted stuff. If your smeller works like mine, I recommend either of the Swedish PTs over the Bickmore -- neither one has that burnt rubber tang. I'm not sure the added cost of the the hand crafted PT is worth it, however, especially if you're trying to produce a cost-effective product for sale.